E-Commerce and Marketing
Course Details
KTO KARATAY UNIVERSITY
Trade and Industry Vocational School
Programme of E-Commerce and Marketing
Course Details
Trade and Industry Vocational School
Programme of E-Commerce and Marketing
Course Details
| Course Code | Course Name | Year | Period | Semester | T+A+L | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| 08021111 | Brand Management | 1 | Spring | 2 | 3+0+0 | 5 | 5 |
| Course Type | Elective |
| Course Cycle | Associate (Short Cycle) (TQF-HE: Level 5 / QF-EHEA: Short Cycle / EQF-LLL: Level 5) |
| Course Language | Turkish |
| Methods and Techniques | - |
| Mode of Delivery | Face to Face |
| Prerequisites | - |
| Coordinator | Asst. Prof. Hasan GEDİK |
| Instructor(s) | Lect. Dr. Sümeyye Nur KARA |
| Instructor Assistant(s) | - |
Course Instructor(s)
| Name and Surname | Room | E-Mail Address | Internal | Meeting Hours |
|---|---|---|---|---|
| Lect. Dr. Sümeyye Nur KARA | C-125 | [email protected] | 7433 | Tuesday 10.00-12.00 |
Course Content
It covers the basic topics of Brand Management such as Brand Concept and Its Importance, Brand Strategies, Brand Registration Process, Brand Value, Competition and Market Analysis, Examples and Case Studies.
Objectives of the Course
The aim of this course is for students to learn about concepts such as brand, brand identity, brand personality, brand value, and to experience strategic brand management evaluation.
Contribution of the Course to Field Teaching
| Basic Vocational Courses | |
| Specialization / Field Courses | |
| Support Courses | |
| Transferable Skills Courses | |
| Humanities, Communication and Management Skills Courses |
Weekly Detailed Course Contents
| Week | Topics |
|---|---|
| 1 | Brand Concept, Historical Development of Brand, Importance of Brand |
| 2 | Elements of a Brand, Types of Brands |
| 3 | Brand Management Process |
| 4 | Brand Positioning and Differentiation |
| 5 | Brand Personality, Brand Identity, Brand Image, Brand Awareness |
| 6 | Brand Association, Brand Attitude, Brand Loyalty |
| 7 | Branding Strategies: Brand Extension and Rebranding, Sub-Branding |
| 8 | Brand Management Process and Brand Storytelling in the Digital Environment |
| 9 | Brand Value(Equity) |
| 10 | Brand Value Measurement |
| 11 | Brand Protection, Brand Registration |
| 12 | International Brand Management |
| 13 | Student Presentations |
| 14 | Student Presentations |
Textbook or Material
| Resources | Nurhan Babür Tosun (2020), Marka Yönetimi, Beta Basım Yayım |
| Mehmet Akif Çakırer (2018), Marka Yönetimi ve Marka Stratejileri, Ekin Kitabevi Yayınları | |
| Uğur Batı (2018), Marka Yönetimi, Alfa Yayınları. |
Evaluation Method and Passing Criteria
| In-Term Studies | Quantity | Percentage |
|---|---|---|
| Attendance | - | - |
| Laboratory | - | - |
| Practice | - | - |
| Field Study | - | - |
| Course Specific Internship (If Any) | - | - |
| Homework | - | - |
| Presentation | - | - |
| Projects | - | - |
| Seminar | - | - |
| Quiz | - | - |
| Listening | - | - |
| Midterms | - | - |
| Final Exam | - | - |
| Total | 0 (%) | |
ECTS / Working Load Table
| Quantity | Duration | Total Work Load | |
|---|---|---|---|
| Course Week Number and Time | 0 | 0 | 0 |
| Out-of-Class Study Time (Pre-study, Library, Reinforcement) | 0 | 0 | 0 |
| Midterms | 0 | 0 | 0 |
| Quiz | 0 | 0 | 0 |
| Homework | 0 | 0 | 0 |
| Practice | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Workshop | 0 | 0 | 0 |
| Presentation/Seminar Preparation | 0 | 0 | 0 |
| Fieldwork | 0 | 0 | 0 |
| Final Exam | 0 | 0 | 0 |
| Other | 0 | 0 | 0 |
| Total Work Load: | 0 | ||
| Total Work Load / 30 | 0 | ||
| Course ECTS Credits: | 0 | ||