İşletme
Lisans	Programın Süresi: 4	Kredi Sayısı: 240	TYYÇ: 6. Düzey	QF-EHEA: 1. Düzey	EQF: 6. Düzey

Ders Genel Tanıtım Bilgileri

School/Faculty/Institute

Faculty of Econ., Admin. and Social Sciences

Course Code

MKTG 341

Course Title in English

Building a Brand

Course Title in Turkish

Marka Oluşturma

Language of Instruction

Type of Course

Flipped Classroom

Level of Course

Intermediate

Semester

Fall

Contact Hours per Week

Lecture: 3

Recitation:

Lab:

Other:

Estimated Student Workload

132 hours per semester

Number of Credits

5 ECTS

Grading Mode

Standard Letter Grade

Pre-requisites

MKTG 201 - Marketing

Expected Prior Knowledge

None

Co-requisites

None

Registration Restrictions

None

Overall Educational Objective

To gain in-depth understanding of building a sustainable and profitable brand from scratch.

Course Description

Those who are born to build; a company employee or an entrepreneur, ultimately seek to implement a business idea and make a difference. In today's world in which entrepreneurship, local/micro brands or spin-offs are on the rise, this course will summarize the steps to be taken and the processes to be followed while establishing a brand, starting from the mindset and competencies required to create a brand from scratch up until growing/maintaining the brand. The course will mostly be covered through executive storytelling, real life experiences and the guest speakers/founders of distinguished brands.

Course Description in Turkish

Bir şeyler inşa etmek için doğmuş insanlar gerek bir şirket çalışanı olarak gerekse bir girişimci olarak eninde sonunda bir iş fikrini hayata geçirmek ve fark yaratmak isterler. Bu ders, girişimciliğin, lokal/mikro markaların veya yan faaliyet alanlarının artışta olduğu günümüzde, sıfırdan bir marka yaratmak için gereken bakış açısı ve yetkinliklerden başlayarak bir marka kurarken atılacak adımlar, takip edilecek süreçler ve markayı büyütmek ya da sürdürebilmek için gerekenler hakkında bilgi verecektir. Ders çoğunlukla uygulama hikâyelerinin anlatımı, sektörel deneyimler ve konuk olacak kurucuların hikayeleri üzerinden işlenecektir.

Course Learning Outcomes and Competences

Upon successful completion of the course, the learner is expected to be able to:
1)
2)
3)
4)

Program Learning Outcomes/Course Learning Outcomes	1	2	3	4
1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences
2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors
3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects
4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability
5) Demonstrates individual and professional ethical behavior and social responsibility
6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues
7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions
8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting
9) Displays computer proficiency to support problem solving and decision-making
10) Demonstrates teamwork, leadership, and entrepreneurial skills
11) Displays learning skills necessary for further study with a high degree of autonomy

Relation to Program Outcomes and Competences

N None	S Supportive	H Highly Related

	Program Outcomes and Competences	Level	Assessed by
1)	Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences	S	Participation
2)	Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors	H	Presentation
3)	Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects	H	Presentation
4)	Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability	S	Participation
5)	Demonstrates individual and professional ethical behavior and social responsibility	S	Participation
6)	Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues	S	Participation
7)	Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions	H	Presentation
8)	Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting	S	Presentation
9)	Displays computer proficiency to support problem solving and decision-making	N
10)	Demonstrates teamwork, leadership, and entrepreneurial skills	H	Project
11)	Displays learning skills necessary for further study with a high degree of autonomy	S	Participation

Prepared by and Date	ILGIN ÖZDEMİR YAZGAN , May 2023
Course Coordinator	CEYHAN MUTLU
Semester	Fall
Name of Instructor

Course Contents

Hafta	Konu
1)
2)
3)
4)
5)
6)
7)
8)
9)
10)
11)
12)
13)
14)
15)
16)

Required/Recommended Readings

Philip Kotler, Kevin Lane Keller, Marketing Management, Pearson Jim Clifton, Sangeeta Badal, Born To Build, Gallup Press Malcolm Gladwell, Outliers: The Story of Success, Little, Brown and Company Blake Mycoskie, Start Something That Matters, Random House Paul Arden, It’s Not How Good You Are It’s How Good You Want To Be, Phaidon Students do not have to purchase the books. Some readings will be shared during the semester by the instructor. Yet, they are all highly recommended. For some of them, free audio versions are available as well.

Teaching Methods

The instructor will summarize and explain the key concepts regarding each week’s topic. Students are expected to actively participate in class discussions. With videos, case studies, and real-life examples, the students will have the chance to expand their perspectives of marketing, branding and entrepreneurship. Students are expected to share their opinions, ideas and questions in class. The instructor will facilitate learning as the responsibility of learning falls mainly on students by reading/watching pre-class assignments, searching for more; and working with classmates to deliver the final project.

Homework and Projects

Students will make a group presentation. The details of the term project will be announced by the instructor.

Laboratory Work

Computer Use

Personal notebook

Other Activities

Assessment Methods

Assessment Tools	Count	Weight
Devam	1	% 25
Küçük Sınavlar	1	% 10
Ödev	1	% 10
Sunum	2	% 25
Projeler	1	% 30
TOTAL		% 100

Course Administration

ilgin@accouchee.com

Students can send an e-mail or contact the instructor on office hours. E-mail: ilgin@accouchee.com Students are expected to attend all sessions timely. In case they cannot attend, students must inform the lecturer with an e-mail regarding emergency situations, health problems that can be supported by reports, or other excuses that are eligible to MEF University regulations. 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
Ders Saati	14	2	3	1	84
Sunum / Seminer	2	8	6	4	36
Proje	1	10	1	1	12
Total Workload					132
Total Workload/25					5.3
ECTS					5