İŞL 423

Course Title Course Code Program Level
LEADERSHIP İŞL 423 Business Administration B.A. / B.Sc.

Course Term
(Course Semester)
Teaching and Learning Methods
Theory Practice Lab Projects/Field Work Seminars/Workshops Other Total Credits ECTS Credits
42 84 126 3 5

Teaching Staff
Language of Instruction Türkçe (Turkish)
Type Of Course Elective
Prerequisites No prerequisites
Recommended Optional Programme Component
Course Objectives The purpose of this course is to inform students about the brand, elements of brand and other related concepts and encourage them to understand and search about the theoretical and practical concepts of brand management and marketing communication.
Course Content In this course, brand and brand management concepts will be examined in detail. Brand management process and the factors influencing this process will be analyzed. Also, case discussions will be used to have clear understanding about the branding strategies.
Learning Outcomes (LO) 1- will be able to grasp on brand and the elements of brand 2- will be able to understand the brand management process 3- will be able to know about branding strategies.
Mode of Delivery Face to face
Course Outline
Week Topics
1. Week Definition of brand, Brand name creation
2. Week Consumer oriented brands
3. Week Brand positioning and brand equity
4. Week Brand element selection for brand asset creation
5. Week Brand and quality management
6. Week Marketing Communication on brand asset
7. Week Secondary brand
8. Week Brand value chain
9. Week Market brand
10. Week Branding strategy application
11. Week Brand extension
12. Week Brand personality
13. Week Evaluation
14. Week Final
Mid-term (%) 40
Quizes (%)
Homeworks/Term papers (%)
Practice (%)
Labs (%)
Projects/Field Work (%)
Seminars/Workshops (%)
Final (%) 60
Other (%)
Total(%) 100
Course Book (s) and/or References Lecture notes
Work Placement(s)
The Relationship between Program Qualifications (PQ) and Course Learning Outcomes (LO)