PSYCHOLOGY
Qualification Awarded	Program Süresi	Toplam Kredi (AKTS)	Öğretim Şekli	Yeterliliğin Düzeyi ve Öğrenme Alanı
Bachelor's (First Cycle) Degree	4	240	FULL TIME	TYÇ, TR-NQF-HE, EQF-LLL, ISCED (2011):Level 6 QF-EHEA:First Cycle TR-NQF-HE, ISCED (1997-2013): 31

Ders Genel Tanıtım Bilgileri

Course Code:

5010003040

Ders İsmi:

Strategic Brand Management

Ders Yarıyılı:

Spring

Ders Kredileri:

Theoretical	Practical	Labs	Credit	ECTS
2	0	0	2	3

Language of instruction:

Ders Koşulu:

Ders İş Deneyimini Gerektiriyor mu?:

Other Recommended Topics for the Course:

The course requires 70% attendance. If the rate is exceeded, absent students will not be accepted for the final exams.

Type of course:

Üniversite Seçmeli

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Dr.Öğr.Üyesi Gizem ÖZDEL

Course Lecturer(s):

Course Assistants:

Dersin Amaç ve İçeriği

Course Objectives:	The course teaches students the basic principles of branding, branding techniques, and the sustainability of brand perception. The main aim of the course is to teach the student to create a brand and to develop marketing strategies based on brand identity elements.
Course Content:	Starting with the sociological conditions under which the concept of brand emerged, the elements of brand creation and management such as brand identity, brand promotion, and brand loyalty will be taught. Students will learn to analyze a brand created in the course and create their own brand.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) Knows the concept of brand and brand terminology.
2) The relationship between identity and communication elements can be analyzed by knowing the variables of brand identity.
2 - Skills
Cognitive - Practical
1) Can create own brand by using knowledge of the basic systematics of brand building.
2) Can use the right marketing communication channels depending on the brand identity.
3) Can develop appropriate communication strategies for brand objectives and identity.
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Ders Akış Planı

Week	Subject	Related Preparation
1)	Brand Concept, Brand Types and Fundamentals of Brand Management	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
2)	Brand Positioning Concept, Brand Positioning Types, Criteria and Strategies	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
3)	Brand Identity, Brand Symbols, Brand Personality	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
4)	Brand Culture, Branding process and phases, Brand Emotions	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
5)	Symbolic and Functional Branding	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
6)	Brand Equity, Brand Awareness, and Brand Associations	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
7)	Brand Attitude, Brand Loyalty, Communication Strategies in Brand Equity	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
8)	MIDTERM
9)	Branding Strategies, Brand Extension and Co-Branding Strategies	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
10)	Branding and Consumer Behaviour, Buying Behaviour	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
11)	Brand Communication Strategies, Research in Communication Strategy Determination, Personal Selling, Sales Development	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
12)	Point-of-purchase communications, public relations in the context of direct marketing and marketing communications	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
13)	Advertising Strategies, Sponsorship and New Media in Brand Communication	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
14)	Student Presenatitions	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
15)	Student Presentations	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
15)	Student Presentations	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
16)	FINAL EXAMS

Sources

Course Notes / Textbooks:	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın
References:	OKAY A. (2013). Kurum Kimliği. İstanbul: Derin Yayınları OLINS W. (2012). Marka El Kitabı. İstanbul: Calisto Kitap TOSUN N. (2020). Marka Yönetimi. İstanbul: Beta Basım Yayın

Ders - Program Öğrenme Kazanım İlişkisi

Ders Öğrenme Kazanımları	1	2	3	4	5
Program Outcomes
1) Knows the theories, different approaches and perspectives related to psychology and knows the basic concepts and terms related to psychology.
2) Knows the process of psychology becoming a science from a historical perspective, its approach to emotional, behavioral and mental processes in this process and the scientific methods used to investigate these processes.
3) Knows the working subjects and methods of the subfields of psychology and defines the duties of psychologists working in these fields.
4) To be able to deal with the human being as a biological, psychological, sociological and cultural whole and to be able to establish a relationship with related disciplines in this sense.
5) Knows the salient emphases of the major theories, approaches and perspectives of psychology (behavioral, biological, cognitive, evolutionary, humanistic, psychodynamic and sociocultural).
6) Knows the basic principles and methods of psychological assessment and gains basic interview skills.
7) Have a basic level of knowledge about commonly used measurement tools in related subfields of psychology.
8) To have the knowledge and skills required to conduct research in the field of psychology, to find a problem, to create a research design, to collect data, to determine appropriate data analysis, to interpret and report findings.
9) To have a good understanding of scientific thinking in psychology; to use critical thinking and reasoning skills.
10) Knows the ethical principles, values and practices of psychology.

Ders - Öğrenme Kazanımı İlişkisi

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Knows the theories, different approaches and perspectives related to psychology and knows the basic concepts and terms related to psychology.
2)	Knows the process of psychology becoming a science from a historical perspective, its approach to emotional, behavioral and mental processes in this process and the scientific methods used to investigate these processes.
3)	Knows the working subjects and methods of the subfields of psychology and defines the duties of psychologists working in these fields.
4)	To be able to deal with the human being as a biological, psychological, sociological and cultural whole and to be able to establish a relationship with related disciplines in this sense.
5)	Knows the salient emphases of the major theories, approaches and perspectives of psychology (behavioral, biological, cognitive, evolutionary, humanistic, psychodynamic and sociocultural).
6)	Knows the basic principles and methods of psychological assessment and gains basic interview skills.
7)	Have a basic level of knowledge about commonly used measurement tools in related subfields of psychology.
8)	To have the knowledge and skills required to conduct research in the field of psychology, to find a problem, to create a research design, to collect data, to determine appropriate data analysis, to interpret and report findings.
9)	To have a good understanding of scientific thinking in psychology; to use critical thinking and reasoning skills.
10)	Knows the ethical principles, values and practices of psychology.

Öğrenme Etkinliği ve Öğretme Yöntemleri

Anlatım
Beyin fırtınası /Altı şapka
Bireysel çalışma ve ödevi
Course
Grup çalışması ve ödevi
Okuma
Homework

Ölçme ve Değerlendirme Yöntemleri ve Kriterleri

Yazılı Sınav (Açık uçlu sorular, çoktan seçmeli, doğru yanlış, eşleştirme, boşluk doldurma, sıralama)
Sözlü sınav
Homework
Grup Projesi
Sunum

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	2	% 30
Midterms	1	% 30
Semester Final Exam	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
total		% 100

İş Yükü ve AKTS Kredisi Hesaplaması

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	16	2	32
Study Hours Out of Class	16	2	32
Homework Assignments	2	6	12
Midterms	1	1	1
Final	1	1	1
Total Workload			78