E-Commerce and Marketing

Course Code	Course Name	Year	Period	Semester	T+A+L	Credit	ECTS
08021111	Brand Management	2025	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)	-

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

Basic Vocational Courses
Specialization / Field Courses	X
Support Courses
Transferable Skills Courses
Humanities, Communication and Management Skills Courses

Relationship Levels
Lowest	Low	Medium	High	Highest
1	2	3	4	5

#	Program Learning Outcomes	Level
P1	Possesses fundamental, up-to-date, and practical knowledge related to their profession.	5
P3	Follows current developments and practices in their profession and uses them effectively.	5
P4	Effectively uses information technologies (software, programs, animation, etc.) related to their profession.	4
P5	Has the ability to independently evaluate professional problems and issues with an analytical and critical approach and propose solutions.	5
P6	Effectively communicates thoughts at the level of knowledge and skills through written and verbal communication, expressing them in a clear manner.	1
P8	They have awareness of career management and lifelong learning issues.	1
P9	Possesses social, scientific, cultural, and ethical values in the stages of collecting, applying, and announcing the results of data related to the field.	3
P11	Explains the fundamental concepts of e-commerce, its legal aspects, and security issues.	4
P13	Manages processes related to e-commerce.	3
P17	To understand the civilization to which our nation belongs, to act with professional ethics, and to possess a sense of social responsibility.	2
P18	Becoming proficient in identifying and correcting expression errors that may occur in written and spoken forms of the Turkish language, producing meaningful speech texts with correct sentences, and scientific research methods.	1
P20	Students gain the ability to solve problems encountered in their academic and professional lives by using information technologies effectively and efficiently.	2

Upon the successful completion of this course, students will be able to:
No	Learning Outcomes	Outcome Relationship	Measurement Method **
O1	They follow and explain branding trends in the professional field and develop brand strategies.	P.3.5	1,5
O2	Uses basic graphic/animation tools to prepare visuals and content.	P.4.5	5
O3	They complies with copyright and image usage ethical guidelines.	P.9.2	1,5
O4	They explain the importance of consumer behavior, brand management, and customer relationship management (CRM) in e-commerce.	P.11.5	1,5
O5	They develop strategies to increase brand loyalty and customer satisfaction.	P.13.3	1,5
O6	They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management.	P.1.1	1,5
O7	Examines and analyzes market research data at a basic level to identify marketing trends, understand consumer behavior, and evaluate the competitive environment.	P.5.5	1,5
** Written Exam: 1, Oral Exam: 2, Homework: 3, Lab./Exam: 4, Seminar/Presentation: 5, Term Paper: 6, Application: 7

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
5	Brand Personality and Brand Identity
6	Brand Image, Brand Association, Brand Awareness, Brand Attitude and 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

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.

In-Term Studies	Quantity	Percentage
Attendance	-	-
Laboratory	-	-
Practice	-	-
Field Study	-	-
Course Specific Internship (If Any)	-	-
Homework	-	-
Presentation	1	20 (%)
Projects	-	-
Seminar	-	-
Quiz	-	-
Listening	-	-
Midterms	1	30 (%)
Final Exam	1	50 (%)
Total		100 (%)

	Quantity	Duration	Total Work Load
Course Week Number and Time	14	3	42
Out-of-Class Study Time (Pre-study, Library, Reinforcement)	14	2	28
Midterms	1	20	20
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	2	15	30
Fieldwork	0	0	0
Final Exam	1	30	30
Other	0	0	0
Total Work Load:			150
Total Work Load / 30			5
Course ECTS Credits:			5

Relationship Levels
Lowest	Low	Medium	High	Highest
1	2	3	4	5

#	Learning Outcomes	P1	P3	P4	P5	P9	P11	P13
O1	They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management.	-	5	-	-	-	-	-
O2	They follow and explain branding trends in the professional field and develop brand strategies.	-	-	4	-	-	-	-
O3	Uses basic graphic/animation tools to prepare visuals and content.	-	-	-	-	4	-	-
O4	Examines and analyzes market research data at a basic level to identify marketing trends, understand consumer behavior, and evaluate the competitive environment.	-	-	-	-	-	4	-
O5	They complies with copyright and image usage ethical guidelines.	-	-	-	-	-	-	4
O6	They explain the importance of consumer behavior, brand management, and customer relationship management (CRM) in e-commerce.	5	-	-	-	-	-	-
O7	They develop strategies to increase brand loyalty and customer satisfaction.	-	-	-	5	-	-	-