Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRANDING and BRAND IMAGE MANAGEMENT | - | Spring Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Aim | The purpose of this course is to examine the general information of the brand process and theories of the brand |
| Course Content | This course contains; Brand Strategy and Brand Management,Brand Management Models,Brand Strategies,Brand Theories- 1,Brand Theories- 2,Branding Process- 1,Branding Process- 2,Categories of brand around the world ,Brand cases in the world,Creating a successfull brand-1 ,Creating a successful brand - 2,Examples of successful brands in the world ,Brand Loyalty- 1,Brand Loyalty- 2. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Display an understanding of the examples of brands around the world. | 10, 16, 6, 9 | A, E |
| Define marketing strategies | 10, 16, 4, 9 | A, E |
| Analyze the process of the brand | 10, 6, 9 | A, E |
| Comprehend the fundamentals of branding | 16, 9 | A, E |
| List the general practices of the brands | 10, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Brand Strategy and Brand Management | Related reading |
| 2 | Brand Management Models | Related reading |
| 3 | Brand Strategies | Related reading |
| 4 | Brand Theories- 1 | Related reading |
| 5 | Brand Theories- 2 | Related reading |
| 6 | Branding Process- 1 | Related reading |
| 7 | Branding Process- 2 | Related reading |
| 8 | Categories of brand around the world | Related reading |
| 9 | Brand cases in the world | Related reading |
| 10 | Creating a successfull brand-1 | Related reading |
| 11 | Creating a successful brand - 2 | Related reading |
| 12 | Examples of successful brands in the world | Related reading |
| 13 | Brand Loyalty- 1 | Related reading |
| 14 | Brand Loyalty- 2 | Related reading |
| Resources |
| Lecture notes, Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson |
| Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | ||||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | X | |||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | ||||||
| 5 | Uses theoretical and practical knowledge specific to the field. | ||||||
| 6 | Develops critical thinking, analysis and synthesis skills. | ||||||
| 7 | Follows and uses new methods and technologies related to the field. | ||||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | ||||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | ||||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | ||||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | ||||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | ||||||
| 13 | Plans and manages activities for professional development as an individual and team member. | ||||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | ||||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Course Hours | 0 | 0 | 0 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 2 | 22 | 44 | |||
| Term Project | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 20 | 20 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 2 | 22 | 44 | |||
| Midterm Exam | 1 | 40 | 40 | |||
| General Exam | 1 | 50 | 50 | |||
| General Exam | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 240 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(240/30) | 8 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRANDING and BRAND IMAGE MANAGEMENT | - | Spring Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Aim | The purpose of this course is to examine the general information of the brand process and theories of the brand |
| Course Content | This course contains; Brand Strategy and Brand Management,Brand Management Models,Brand Strategies,Brand Theories- 1,Brand Theories- 2,Branding Process- 1,Branding Process- 2,Categories of brand around the world ,Brand cases in the world,Creating a successfull brand-1 ,Creating a successful brand - 2,Examples of successful brands in the world ,Brand Loyalty- 1,Brand Loyalty- 2. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Display an understanding of the examples of brands around the world. | 10, 16, 6, 9 | A, E |
| Define marketing strategies | 10, 16, 4, 9 | A, E |
| Analyze the process of the brand | 10, 6, 9 | A, E |
| Comprehend the fundamentals of branding | 16, 9 | A, E |
| List the general practices of the brands | 10, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Brand Strategy and Brand Management | Related reading |
| 2 | Brand Management Models | Related reading |
| 3 | Brand Strategies | Related reading |
| 4 | Brand Theories- 1 | Related reading |
| 5 | Brand Theories- 2 | Related reading |
| 6 | Branding Process- 1 | Related reading |
| 7 | Branding Process- 2 | Related reading |
| 8 | Categories of brand around the world | Related reading |
| 9 | Brand cases in the world | Related reading |
| 10 | Creating a successfull brand-1 | Related reading |
| 11 | Creating a successful brand - 2 | Related reading |
| 12 | Examples of successful brands in the world | Related reading |
| 13 | Brand Loyalty- 1 | Related reading |
| 14 | Brand Loyalty- 2 | Related reading |
| Resources |
| Lecture notes, Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson |
| Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | ||||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | X | |||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | ||||||
| 5 | Uses theoretical and practical knowledge specific to the field. | ||||||
| 6 | Develops critical thinking, analysis and synthesis skills. | ||||||
| 7 | Follows and uses new methods and technologies related to the field. | ||||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | ||||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | ||||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | ||||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | ||||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | ||||||
| 13 | Plans and manages activities for professional development as an individual and team member. | ||||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | ||||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |