Ders Planı

Lesson plan / GRAND AND GRAND MANAGEMENT

Course Credit	3.0
Course ECTS Credit	4.0
Teaching Language of Instruction	Türkçe
Level of Course	Associate's Degree, TYYÇ: Level 5, EQF-LLL: Level 5, QF-EHEA: Short Cycle
Type of Course	Compulsory
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?	Z
Course Coordinator	Instructor SALİHA MELTEM KOÇ KAPLAN
Instructor (s)
Course Assistant

The aim of the course	The goal of this course is to provide students to gain strategical information about branding and why branding is important in the competitive environment.
Course Content	The content of the course includes basic concepts about brand, brand positioning, brand identity and branding strategies. Communication activities in branding process, the effect of brand on consumer behavior, contemporary perspectives in brand management also cover the content of this course. The student are also showed various case studies during this course.

To analyze basic economic indicators
To contribute to the development of the company's understanding of marketing concept
To identify the problem and aim in marketing research
To use professional concepts in a foreign language
To analyze marketing environment
To collect and analyze data
To use the statistical research techniques
To obtain general information about the marketing environment and market segmentation
To process digital data
To select and analyze package programs used in the sales process
To interpret information about online consumer behavior
To implement e-commerce activities
To develope sales strategy
To prepare the product for sale and to sell
To manage after-sales services
To implement e-commerce activities
To coordinate the sales team
To control sales elements
To predict sales and to determine sales quotas
To manage the crisis in sales process
To follow up publications on the profession
To prepare and make presentations
To follow courses and workshops
To investigate the law and regulations on the sales activities
To choose the appropriate type of communication
To communicate with customers in oral and written means
To establish organizational communication
To be aware of the risks threatening the environment and human health and to implement the necessary measures
To make direct selling
To make indirect selling
To carry out marketing activities in international markets
To contribute to the activities of sales development for customers

1	Historical Journey of Brand, A Brand Story (Kodak), Brand Term, Features of Brand
2	Brand and its importance, Brand's Benefits, Brand versus Product, Brand Structure, David Arnold Model, Kapferer Model, Ted Bates Brand Wheel, Added Value
3	Key Elements of Brand, Case Studies of Apple, Nike, Coca Cola, Pepsi, Functional and Sensible Elements of Brand
4	Important Brand Related Terms, Brand Identity, Brand Image, Brand Personality, Archetype and Brand
5	Branding, Key Success Indicators of Branding, Case Studies of Kellogs and Coca Cola
6	Having A Strong Positioning as a Brand, Fundamental Approaches of Brand Positioning, Brand Positioning Strategies, Case Study of Intel Brand,
7	Brand Positioning Methods, Re-Positioning, Examples of Brand Positioning, Importance of Brand Name,
8	Visual Elements of Brand (logo, color, slogan, mascot, emblem...etc.), Brand Awareness,
9	Brand Awareness Pyramid and its stages, Brand Creating Case Study
10	Brand Extension, Brand Improvement Strategies
11	Co-Branding, Brand Equity and its importance, Brand Equity Factors-Brand loyalty, brand awareness
12	Brand Equity Factors-Perceived quality, brand association, Achieving Brand Equity
13	Creating and Implementing 4P Strategies of Brand, Study of Creating A Brand, Brand Management
14	Adidas Brand versus Nike Brand, Success Story of Starbucks Brand, Success Story of Volkswagen Brand in Analyzing Target consumers, Brand Experience

1- Tosun, N. Babür (2010). İletişim Temelli Marka Yönetimi. İstanbul: Beta Yayınları