SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
HIR6301	Brand Management	0	Fall	2	1	3	6

Course Type :	University Elective
Cycle:	Bachelor TQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:
Name of Coordinator:	Profesör Dr. PINAR SEDEN MERAL
Dersin Öğretim Eleman(lar)ı:	Profesör Dr. PINAR SEDEN MERAL
Dersin Kategorisi:

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:	The aim of this course is to define the basic concepts of brand and brand management and to construct brand communication strategies.
Course Content:	Brand concept in the world and development of the brand in Turkey, the basic concepts of the brand, brand naming strategy, digital brand management issues form the content of this course.

Course Specific Rules

None

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:



Knowledge *(Described as Theoritical and/or Factual Knowledge.)*
1) Defines the basic concepts of brand and brand management.
2) Can transfer the development of the brand in the world and Turkey.
3) Can design brand management strategies.
Skills *(Describe as Cognitive and/or Practical Skills.)*
1) Can plan brand management strategies in traditional and digital platforms.
2) Can realize brand management strategies.
3) Evaluate brand management strategies.
Competences *(Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)*
1) Can evaluate environmental conditions as a brand manager.
2) Can develop collaborations with the target audience and stakeholders of the brand.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Brand concept, brand-corporate identity relationship
2)	The development of the brand in the world and Turkey
3)	Basic concepts of brand I
4)	Basic concepts of brand II
5)	Brand equity
6)	Brand naming strategies
7)	Brand positioning
8)	Midterm
9)	Environmental conditions in brand management
10)	Digital Brand Management I
11)	Digital Brand Management II
12)	Digital Brand Management III
13)	Digital Brand Management IV
14)	Brand management in brand management

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)	1	2	3	4	5	6	7	8
Program Öğrenme Çıktıları (PÖÇ)
1) Explain the fundamental concepts, historical development, and theoretical framework of graphic design.
2) Define typography, color theory, and composition principles in visual communication design.
3) Evaluate the social, cultural, and ethical aspects of graphic design to develop an interdisciplinary perspective.
4) Develop original and innovative design solutions using creative problem-solving methods.
5) Apply visual hierarchy, perception psychology, and user experience (UX) principles to design for international markets.
6) Effectively use digital tools and design software to produce professional graphic design work.
7) Take responsibility in international graphic design projects individually or within a team to develop creative solutions.
8) Manage graphic design projects and plan processes while applying a professional work discipline.
9) Continuously improve by following global innovations, technologies, and methodologies in graphic design.
10) Adopt intercultural design principles to create visual solutions for global audiences.
11) Develop design solutions that are culturally sensitive, ethically appropriate, and sustainable.
12) Work independently or participate in teamwork within graphic design processes.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Explain the fundamental concepts, historical development, and theoretical framework of graphic design.
2)	Define typography, color theory, and composition principles in visual communication design.
3)	Evaluate the social, cultural, and ethical aspects of graphic design to develop an interdisciplinary perspective.
4)	Develop original and innovative design solutions using creative problem-solving methods.
5)	Apply visual hierarchy, perception psychology, and user experience (UX) principles to design for international markets.
6)	Effectively use digital tools and design software to produce professional graphic design work.
7)	Take responsibility in international graphic design projects individually or within a team to develop creative solutions.
8)	Manage graphic design projects and plan processes while applying a professional work discipline.
9)	Continuously improve by following global innovations, technologies, and methodologies in graphic design.
10)	Adopt intercultural design principles to create visual solutions for global audiences.
11)	Develop design solutions that are culturally sensitive, ethically appropriate, and sustainable.
12)	Work independently or participate in teamwork within graphic design processes.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Views
Reading
Brain Storming
Individual and Group Work
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Final Exam
Quiz

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Quizzes	1	% 15.00
Midterms	1	% 35.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	1	14	14
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	56
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	1	15	15
Midterms	1	36	36
Semester Final Exam	1	46	46
Total Workload of Assesment & Evaluation Activities	-	-	97
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			153
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6

Course Notes / Textbooks:	● Kevin Lane Keller, Stratejik Marka Yönetimi ● Pınar Seden Meral, Dijital Markalama, Dora Yayınevi ● Ders Notları: Marka Yönetimi ders sunumları, internet araştırma ve görselleri, akademik çalışmalar. (Dersin Öğretim Görevlisi tarafından sağlanacaktır.)
References:	• Uğur Batı, Marka Yönetim, Alfa Yayınları • Nurhan Babür Tosun, Marka Yönetimi • Işıl Karpat Aktuğlu, Marka Yönetimi • Naomi Klein, No Logo • Duygu Philips, İsmin Marka Hali