General Information about the Course

Course Code:	ISL303
Course Title:	Brand Management and Valuation
Course Semester:	5. Semester / Fall
Course Credits:	Theoretical Practical Credit ECTS 3 0 3 6
Language of instruction:	TR
Prerequisite of the course:	No
Ders İş Deneyimini Gerektiriyor mu?:	No
Type of course:	Necessary
Level of course:	Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Course Lecturer(s):	Prof. Dr. Ayça Can Kırgız ÖZER
Course Assistants:

Purpose and content of the course

Course Objectives:	The Brand Management and Valuation course aims to provide students with comprehensive knowledge of the processes involved in creating, managing, and assessing brand value. The course enables students to understand the strategic role of brands in the market, the importance of strengthening customer relationships, and the methods for increasing the brand's financial value.
Course Objective:	The goal of this course is to equip students with essential skills in brand positioning, building brand identity, and managing brand value sustainably. Furthermore, students are expected to develop strategies that contribute to a brand's financial performance by applying brand valuation methods.
Mode of Delivery:	Face to face

Learning Outcomes

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) Develops Brand Strategies: The student can develop effective brand strategies to strengthen the brand's market position and create a competitive advantage.

Skills (Describe as Cognitive and/or Practical Skills.)

1) Analyzes Brand Identity and Image: The student can analyze the relationship between brand identity, image, and consumer perception, assessing the brand's impact on the target audience.

2) Applies Brand Valuation Methods: The student can apply methods used to measure brand value (e.g., income-based valuation, cost-based valuation) and calculate the brand's financial value.

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

Course Topics

Week	Subject
Related Preparation	Pekiştirme
1)	Concepts of Brand and Brand Management
2)	Integrated Approach to Marketing and Brand Management Concepts
3)	Market Analysis and Branding
4)	Segmentation
5)	Brand Management and Strategies I
6)	Brand Management and Strategies II
7)	Midterm Exam
8)	Brand Positioning
9)	Brand Identity and Personality
10)	Brand Image and Loyalty
11)	Brand Architecture
12)	Brand Value and Valuation Methods I
13)	Brand Value and Valuation Methods II
14)	Final Exam
References: 1- Aaker, David (2018) Markalama İstanbul: MediaCat Yayınları 2- Babür Tosun, (2020). Marka Yönetimi. İstanbul: Beta Yayıncılık 3- Borça, G. (2013). Marka ve Yönetimi. Ankara: Anadolu Üniversitesi Yayınları

Ders - Program Öğrenme Kazanım İlişkisi

No Effect	1 Lowest	2 Average	3 Highest

Ders Öğrenme Kazanımları	1	2	3
Program Outcomes
1) Gains knowledge of basic finance principles and rules, analytical finance tools and the importance of finance function within the functional structure of the business.	1	1	1
2) Understands the basic principles of management for motivating employees and coordinating production by leading the employees in line with the strategic goals of the business.
3) Understands the nature of formal and informal relationships between people in business life.	1	1	1
4) Gains practical knowledge of financial and managerial accounting tools and techniques.
5) Gains practical knowledge of the Turkish legal system framed by business and commercial laws.
6) Evaluates a business in terms of all its functional units.
7) Analyzes the cases that may be encountered.	1	1	1
8) Provides solutions to the problems encountered in the business.
9) He/she processes numerical data and makes it meaningful by using mathematical and analytical thinking in decisions to be taken in a business or any part of it.
10) Analyzes the effects of social, economic and legal structures and changes in national and international dimensions on business and economy.
11) Develops marketing strategies for successful marketing, pricing, distribution and customer satisfaction of products and/or services within the current business environment.
12) He/She develops the leadership and decision-making skills necessary to be effective in professional business life.
13) Organizes information processing tools in accordance with their purpose.
14) Have lifelong learning desire and development ability.
15) Works individually and as a team in both within disciplinary and interdisciplinary dimensions.
16) Follows the current and developing trends in business administration with professional English proficiency.
17) Knows and follows the current news and cases in the field of business administration.
18) Knows the legal developments and innovations in the field of business administration and trade.
19) Be aware of innovations related to professional recruitment and self-development.

Course Teaching, Learning Methods

Q & A
Case Problem Solving/ Drama- Role/ Case Management
Laboratory
Quantitative Problem Solving
Fieldwork
Group Study / Assignment
Individual Assignment
WEB-based Learning
Internship
Practice in Field
Project Preparation
Report Writing
Seminar
Supervision
Social Activity
Occupational Activity
Occupational Trip
Application (Modelling, Design, Model, Simulation, Experiment et.)
Reading
Thesis Preparation
Field Study
Student Club and Council Activities
Other
Logbook
Interview and Oral Conversation
Research
Watching a movie
Bibliography preparation
Oral, inscribed and visual knowledge production
Taking photographs
Sketching
Mapping and marking
Reading maps
Copying textures
Creating a library of materials
Presentation

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance		% 0
Laboratory		% 0
Application		% 0
Practice Exam		% 0
Quizzes		% 0
Homework Assignments		% 0
Presentation		% 0
Project		% 0
Special Course Internship (Work Placement)		% 0
Field Study		% 0
Article Critical		% 0
Article Writing		% 0
Module Group Study		% 0
Brainstorming		% 0
Role Playing + Dramatizing		% 0
Out of Class Study		% 0
Preliminary Work, Reinforcement		% 0
Application Repetition etc.		% 0
Homework (reading, writing, watching movies, etc.)		% 0
Project Preparation + Presentation		% 0
Report Preparation + Presentation		% 0
Presentation / Seminar Preparation + Presenting		% 0
Oral examination		% 0
Midterms	1	% 40
Final	1	% 60
Practical Final		% 0
Report Submission		% 0
Bütünleme		% 0
Bütünleme Pratik		% 0
Kanaat Notu		% 0
Committee		% 0
Yazma Ödev Dosyası		% 0
Portfolio		% 0
Take-Home Exam		% 0
Logbook		% 0
Participation		% 0
Discussion		% 0
total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
total		% 100

Calculation of Workload and ECTS Credits

Activities	Number of Activities	Workload
Course Hours	16	48
Laboratory
Application
Practice Exam
Special Course Internship (Work Placement)
Field Work
Study Hours Out of Class
Article Critical
Article Writing
Module Group Study
Brainstorming	16	48
Role Playing + Dramatizing
Out-of-Class Study (Pre-study, Reinforcement, Practice Review, etc.)
Homework (reading, writing, watching movies, etc.)
Project Preparation + Presentation
Report Preparation + Presentation
Presentation / Seminar Preparation + Presenting
Oral examination
Preparing for Midterm Exams	1	3
MIDTERM EXAM (Visa)	1	3
Preparing for the General Exam	1	3
GENERAL EXAM (Final)	1	3
Participation	16	48
Discussion
Portfolio
Take-Home Exam
Logbook
Total Workload		156
ECTS (30 saat = 1 AKTS )		5