Economics and Finance (YL) (Thesis)
Master	Length of the Programme: 2	Number of Credits: 120	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF: Level 7

ECTS Course Information Package

School/Faculty/Institute

Graduate School

Course Code

MKTG 552

Course Title in English

Brand Management

Course Title in Turkish

Marka Yönetimi

Language of Instruction

Type of Course

Ters-yüz öğrenme

Level of Course

Select

Semester

Contact Hours per Week

Lecture: 3

Recitation:

Lab:

Other:

Estimated Student Workload

127 hours per semester

Number of Credits

5 ECTS

Grading Mode

Standard Letter Grade

Pre-requisites

None

Co-requisites

None

Expected Prior Knowledge

none

Registration Restrictions

only graduate students

Overall Educational Objective

To learn to understand the dynamics of brand management and associate the basic concepts of marketing with brand management.

Course Description

Brands are among the most valuable assets of an organization, so brand management is an essential part of an organization’s strategic marketing management. In this context, the purpose of this course is to provide the students a deep understanding of brand management.

Course Learning Outcomes and Competences

Upon successful completion of the course, the learner is expected to be able to:
1) Understand the functions of branding for organizations and consumers
2) Analyse brand elements to build brand equity
3) Understand the dynamics of brand management
4) Have a grasp of different types of branding
5) Design brand strategies

Program Learning Outcomes/Course Learning Outcomes	1	2	3	4	5
1) To demonstrate increased proficiency on economics and finance depending on the competencies acquired at the undergraduate level.
2) To apply of mathematical concepts to related economic and business problems.
3) To comprehend and interpret the fundamental macroeconomic indicators (balance of payments, money supply, trade balance, foreign exchange rate etc.)
4) To know financial markets and risk, money markets, capital markets, real estate markets, option markets and pricing.
5) To understand the relationship between money and banking and to possess knowledge regarding the financial markets.
6) To use quantitative techniques to increase decision-making capabilities in business environment
7) To show proficiency in analyzing and interpreting financial tables
8) To apply the models used in financial decision making in accordance with risk management techniques and legal regulations.
9) To take initiative and lead multidisciplinary teams, applies economic and financial concepts to solve complex problems.
10) To use written and spoken English effectively (at least CEFR B2 level) to exchange scientific information

Relation to Program Outcomes and Competences

N None	S Supportive	H Highly Related

	Program Outcomes and Competences	Level	Assessed by
1)	To demonstrate increased proficiency on economics and finance depending on the competencies acquired at the undergraduate level.	N
2)	To apply of mathematical concepts to related economic and business problems.	N
3)	To comprehend and interpret the fundamental macroeconomic indicators (balance of payments, money supply, trade balance, foreign exchange rate etc.)	N
4)	To know financial markets and risk, money markets, capital markets, real estate markets, option markets and pricing.	N
5)	To understand the relationship between money and banking and to possess knowledge regarding the financial markets.	N
6)	To use quantitative techniques to increase decision-making capabilities in business environment	N
7)	To show proficiency in analyzing and interpreting financial tables	N
8)	To apply the models used in financial decision making in accordance with risk management techniques and legal regulations.	N
9)	To take initiative and lead multidisciplinary teams, applies economic and financial concepts to solve complex problems.	N
10)	To use written and spoken English effectively (at least CEFR B2 level) to exchange scientific information	N

Prepared by and Date	ŞİRİN GİZEM KÖSE ,
Course Coordinator	BÜŞRA AYAN
Semester
Name of Instructor

Course Contents

Week	Subject
1)	Introduction
2)	Understanding Brands & Brand Management
3)	Customer & Brand Relationship
4)	Customer Based Brand Equity
5)	Brand Management Process
6)	Integrated Marketing Communications to Build Brand Equity
7)	Midterm assessment
8)	Outlook on different types of brands
9)	Measuring Sources of Brand Equity
10)	Introducing New Products
11)	Managing Brands Over Time
12)	Final Project & Summary- Q&A
13)	Final Project
14)	Final Project

Required/Recommended Readings

Solomon, M.R. (2020). Consumer Behavior; Buying, Having and Being. Global 12th Ed., Pearson Education. (Available Online)

Teaching Methods

flipped learning

Homework and Projects

Laboratory Work

Computer Use

Other Activities

Assessment Methods

Assessment Tools	Count	Weight
Attendance	1	% 12
Presentation	1	% 28
Project	1	% 60
TOTAL		% 100

Course Administration

karadagh@mef.edu.tr

In this course, active participation is key to learning and applying. Thus the grading of the class participation will be done based on the quality of active student participation and contribution to in-class activities. Students are expected to attend all sessions and be in class on time. When they can not attend due to a sickness (which should require a report from a full facility hospital) or an excuse accepted my MEF regulations, they should inform the instructors by mail. As the feedback and questions are very valuable for making the course a distinctive learning experience, students may visit the instructors during office hours or send e mails, for any course related issues. Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation.

ECTS Student Workload Estimation

Activity	No/Weeks	Hours			Calculation
	No/Weeks per Semester	Preparing for the Activity	Spent in the Activity Itself	Completing the Activity Requirements
Course Hours	14	2	3	1	84
Project	3	1	9	1	33
Midterm(s)	1	6	3	1	10
Total Workload					127
Total Workload/25					5.1
ECTS					5