School/Faculty/Institute	Graduate School
Course Code	MKTG 552
Course Title in English	Brand Management
Course Title in Turkish	Marka Yönetimi
Language of Instruction	TR
Type of Course	Flipped Classroom
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) Organizasyonlar ve tüketiciler için markalaşmanın işlevlerini anlamak 2) Marka değerini oluşturmak için marka unsurlarını analiz etmek 3) Marka yönetiminin dinamiklerini anlamak 4) Farklı markalama türlerini kavramak 5) Marka stratejilerini tasarlamak

Program Learning Outcomes/Course Learning Outcomes	1	2	3	4	5
1)
2)
3)
4)
5)
6)
7)
8)
9)
10)

Relation to Program Outcomes and Competences

N None	S Supportive	H Highly Related

	Program Outcomes and Competences	Level	Assessed by
1)		N
2)		N
3)		N
4)		N
5)		N
6)		N
7)		N
8)		N
9)		N
10)		N

Prepared by and Date	ŞİRİN GİZEM KÖSE ,
Course Coordinator	BÜŞRA AYAN
Semester
Name of Instructor	Öğr. Gör. NIHAT TAVSAN

Course Contents

Hafta	Konu
1)	Giriş
2)	Markaları ve Marka Yönetimini Anlamak
3)	Müşteri ve Marka İlişkileri
4)	Müşteri Bazlı Marka Değeri
5)	Marka Yönetim Süreci
6)	Marka Değeri Oluşturmak için Bütünleşik Pazarlama İletişimi
7)	Ara Değerlendirme
8)	Farklı marka türlerine bakış
9)	Marka Değerinin Kaynaklarının Ölçülmesi
10)	Yeni Ürünlerin Tanıtılması
11)	Markaları Zaman İçinde Yönetmek
12)	Final Projesi ve Özeti - Soru-Cevap
13)	Final Projesi
14)	Final Projesi

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 Devam 1 % 12 Sunum 1 % 28 Projeler 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
Ders Saati	14	2	3	1	84
Proje	3	1	9	1	33
Ara Sınavlar	1	6	3	1	10
Total Workload					127
Total Workload/25					5.1
ECTS					5