International Trade and Business (English) Preview
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code:

MNG005

Course Name:

Brand Management

Semester:

Fall

Course Credits:

ECTS

Language of instruction:

English

Course Condition:

Does the Course Require Work Experience?:

Type of course:

Departmental Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator:

Doç. Dr. EVRİM İLDEM DEVELİ

Course Lecturer(s):

EVRİM İLDEM DEVELİ

Course Assistants:

Course Objective and Content

Course Objectives:
Course Content:	Branding and the marketing mix, building strong brands, marketing and communication programs, measuring brand performance, brand audit, brand design and structures, managing brand equity for long-term success.

Learning Outcomes

The students who have succeeded in this course;
1) To learn and apply brand related concepts
2) To use product and brand management knowledge and to discover their differences
3) To discover Brand awareness and positioning strategies in the global market
4) Understand the consuming factors in different cultures for to apply sustainable branding
5) Understand the changing trends and technologies in order to adapt brand management skills
6) To evaluate and argue branding with the selected cases

Course Flow Plan

Week	Subject	Related Preparation
1)	Introduction	course notes
2)	Definition of Brand, Positioning – Segmantation, Consumer Behavior
3)	Brand Awareness, Brand Recognition
4)	Brand Loyalty, Perceived Quality, Brand Identity
5)	Brand Image
6)	Brand Equality, Brand Extension and 4P
7)	Brand Visionary Tools, Brand Communication
8)	MIDTERM EXAM WEEK
9)	Global Brand – Adaptation - Standardization
10)	Group Presentations
11)	Group Presentations
12)	Group Presentations
13)	Group Presentations
14)	Group Presentations
15)	Group Presentations

Sources

Course Notes / Textbooks:	Strategic Brand Management Building, Measuring and Managing Brand Equity, 5th Global Edition Kevin Lane Keller and Vanitha Swaminathan
References:	Strategic Brand Management Building, Measuring and Managing Brand Equity, 5th Global Edition Kevin Lane Keller and Vanitha Swaminathan

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) Has a broad and interdisciplinary perspective on international business and trade by the use of social sciences and mathematics,
2) Possess the knowledge and skills related to different functions and interactions of international business and trade.
3) Possess the knowledge and skills to interpret the data, concepts and ideas in the field of international business and trade with scientific and technological methods.
4) Use different theoretical approaches to understanding and solving various business and trade problems.
5) Explains the competitiveness of the countries with the requirements of international competition and interprets the functioning of the actors and regulatory structures in the international environment.
6) Understands the value of developing new trade projects and generating strategies within international market needs.
7) Solves complex business and global trade problems by using various statistical techniques and numerical methods and makes analyzes by using statistical programs effectively.
8) Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education.
9) Develops teamwork, negotiation, leadership and entrepreneurship skills.
10) Possess the knowledge of universal ethical values, social responsibility and sufficient legal and regulatory knowledge.
11) Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them.
12) Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms.
13) Uses information and communication technologies together with computer software at the advanced level of European Computer Using License required by the field.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Has a broad and interdisciplinary perspective on international business and trade by the use of social sciences and mathematics,
2)	Possess the knowledge and skills related to different functions and interactions of international business and trade.
3)	Possess the knowledge and skills to interpret the data, concepts and ideas in the field of international business and trade with scientific and technological methods.
4)	Use different theoretical approaches to understanding and solving various business and trade problems.
5)	Explains the competitiveness of the countries with the requirements of international competition and interprets the functioning of the actors and regulatory structures in the international environment.
6)	Understands the value of developing new trade projects and generating strategies within international market needs.
7)	Solves complex business and global trade problems by using various statistical techniques and numerical methods and makes analyzes by using statistical programs effectively.
8)	Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education.
9)	Develops teamwork, negotiation, leadership and entrepreneurship skills.
10)	Possess the knowledge of universal ethical values, social responsibility and sufficient legal and regulatory knowledge.
11)	Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them.
12)	Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms.
13)	Uses information and communication technologies together with computer software at the advanced level of European Computer Using License required by the field.

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Presentation	1	% 45
Final	1	% 55
total		% 100
PERCENTAGE OF SEMESTER WORK		% 45
PERCENTAGE OF FINAL WORK		% 55
total		% 100

Workload and ECTS Credit Calculation

Activities	Number of Activities	Workload
Course Hours	16	44
Study Hours Out of Class	16	16
Midterms	8	24
Final	16	34
Total Workload		118