Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRAND COMMUNICATION and MANAGEMENT | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ali BÜYÜKASLAN |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | |
| Aim | This course aims to teach students the basic concepts such as branding elements, positioning, brand personality and image and make them learn the branding strategies and brand communication methods that will create competitive advantage. |
| Course Content | This course contains; Basic Concepts of Branding,Market Segmentation and Brand Positioning,Selection of the factors that will create brand equity,Brand Identity and Brand Personality,Brand Image,Designing Marketing Programs (4p) to Build Brand Equity,Integrated Brand Communications I,Integrated Brand Communications II,Leveraging Secondary Brand Associations to Build Brand Equity,Branding Strategies I,Branding Strategies II,Digital branding,Global Branding,Ethical Issues in Branding. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 2. Define the basic concepts related to a brand. | 13, 16, 9 | C |
| 3. Explain how brand value can be measured. | 13, 16, 9 | C |
| 4. Recognize the brand elements which would create brand equity. | 13, 16, 9 | C |
| 5. Explain basic branding strategies. | 13, 16, 9 | C |
| 6. Explain the fundemental brand communication tools. | 13, 16, 9 | C |
| 7. Describe the communication strategies. | 13, 16, 9 | C |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | C: Multiple-Choice Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Basic Concepts of Branding | Class |
| 2 | Market Segmentation and Brand Positioning | Reading the section requested by the lecturer from the textbook |
| 3 | Selection of the factors that will create brand equity | Reading the section requested by the lecturer from the textbook |
| 4 | Brand Identity and Brand Personality | Reading of the related white paper |
| 5 | Brand Image | Related reading |
| 6 | Designing Marketing Programs (4p) to Build Brand Equity | Reading the relevant chapter from the textbook |
| 7 | Integrated Brand Communications I | No preperation required |
| 8 | Integrated Brand Communications II | Reading of the related white paper |
| 9 | Leveraging Secondary Brand Associations to Build Brand Equity | No required preperation |
| 10 | Branding Strategies I | No required preperation |
| 11 | Branding Strategies II | Reading the relevant chapter from the textbook |
| 12 | Digital branding | Reading of the related white paper |
| 13 | Global Branding | Reading of the related white paper |
| 14 | Ethical Issues in Branding | No required preperation |
| Resources |
| Tosun, N.B. . Marka Yönetimi. Beta Yayınevi. Ustakara, F. Marka Yöneimi ve Marka İletişimi. Akdemisyen Kitabevi. |
| Powerpoint hand-outs., white papers |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Media and Visual Arts disciplines. | ||||||
| 2 | Knows the basic theories of media and visual arts disciplines. | ||||||
| 3 | Knows the necessary computer programs and multi-media techniques in Media and Visual Arts. | ||||||
| 4 | Knows the aesthetic rules necessary in Media and Visual Arts. | ||||||
| 5 | Acts in a way that adheres to national and international ethical codes in professional and scientific studies. | X | |||||
| 6 | Understands the symbol systems of cultures. | ||||||
| 7 | Analyzes the facts related to Media and Visual Arts in their dimensions. | ||||||
| 8 | Plans the visual design process in line with the needs of institutions/individuals. | ||||||
| 9 | Carries out the visual communication process in line with the needs of institutions/individuals. | ||||||
| 10 | Uses the tools, methods and techniques required for Media and Visual Arts practices. | ||||||
| 11 | Has the ability to produce, process and evaluate real, 2D and 3D images. | ||||||
| 12 | Applies visual design techniques in new media environments. | ||||||
| 13 | Has aesthetic awareness and understanding of design. | ||||||
| 14 | Performs their profession by taking into consideration the "Occupational Health and Safety" rules. | ||||||
| 15 | Solve problems that arise by taking responsibility in projects related to Media and Visual Arts. | ||||||
| 16 | Can transform theoretical and factual problems of Media and Visual Arts disciplines and sub-disciplines into publications using scientific methods. | ||||||
| 17 | Regularly follows the developments in the field of Media and Visual Arts and uses them effectively in her work. | ||||||
| 18 | Uses Turkish fluently and accurately in scientific and professional studies. | ||||||
| 19 | Can read and understand at least one foreign language at B1 level. | ||||||
| 20 | Plans and takes part in social responsibility projects. | ||||||
| 21 | Incorporates artificial intelligence (artificial learning/machine learning) into the creation process. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 20 | |
| Rate of Final Exam to Success | 80 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 4 | 4 | 16 | |||
| Resolution of Homework Problems and Submission as a Report | 4 | 4 | 16 | |||
| Term Project | 1 | 20 | 20 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 16 | 16 | |||
| General Exam | 1 | 30 | 30 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 140 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(140/30) | 5 | |||||
| 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 |
|---|---|---|---|---|---|
| BRAND COMMUNICATION and MANAGEMENT | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ali BÜYÜKASLAN |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | |
| Aim | This course aims to teach students the basic concepts such as branding elements, positioning, brand personality and image and make them learn the branding strategies and brand communication methods that will create competitive advantage. |
| Course Content | This course contains; Basic Concepts of Branding,Market Segmentation and Brand Positioning,Selection of the factors that will create brand equity,Brand Identity and Brand Personality,Brand Image,Designing Marketing Programs (4p) to Build Brand Equity,Integrated Brand Communications I,Integrated Brand Communications II,Leveraging Secondary Brand Associations to Build Brand Equity,Branding Strategies I,Branding Strategies II,Digital branding,Global Branding,Ethical Issues in Branding. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 2. Define the basic concepts related to a brand. | 13, 16, 9 | C |
| 3. Explain how brand value can be measured. | 13, 16, 9 | C |
| 4. Recognize the brand elements which would create brand equity. | 13, 16, 9 | C |
| 5. Explain basic branding strategies. | 13, 16, 9 | C |
| 6. Explain the fundemental brand communication tools. | 13, 16, 9 | C |
| 7. Describe the communication strategies. | 13, 16, 9 | C |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | C: Multiple-Choice Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Basic Concepts of Branding | Class |
| 2 | Market Segmentation and Brand Positioning | Reading the section requested by the lecturer from the textbook |
| 3 | Selection of the factors that will create brand equity | Reading the section requested by the lecturer from the textbook |
| 4 | Brand Identity and Brand Personality | Reading of the related white paper |
| 5 | Brand Image | Related reading |
| 6 | Designing Marketing Programs (4p) to Build Brand Equity | Reading the relevant chapter from the textbook |
| 7 | Integrated Brand Communications I | No preperation required |
| 8 | Integrated Brand Communications II | Reading of the related white paper |
| 9 | Leveraging Secondary Brand Associations to Build Brand Equity | No required preperation |
| 10 | Branding Strategies I | No required preperation |
| 11 | Branding Strategies II | Reading the relevant chapter from the textbook |
| 12 | Digital branding | Reading of the related white paper |
| 13 | Global Branding | Reading of the related white paper |
| 14 | Ethical Issues in Branding | No required preperation |
| Resources |
| Tosun, N.B. . Marka Yönetimi. Beta Yayınevi. Ustakara, F. Marka Yöneimi ve Marka İletişimi. Akdemisyen Kitabevi. |
| Powerpoint hand-outs., white papers |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Media and Visual Arts disciplines. | ||||||
| 2 | Knows the basic theories of media and visual arts disciplines. | ||||||
| 3 | Knows the necessary computer programs and multi-media techniques in Media and Visual Arts. | ||||||
| 4 | Knows the aesthetic rules necessary in Media and Visual Arts. | ||||||
| 5 | Acts in a way that adheres to national and international ethical codes in professional and scientific studies. | X | |||||
| 6 | Understands the symbol systems of cultures. | ||||||
| 7 | Analyzes the facts related to Media and Visual Arts in their dimensions. | ||||||
| 8 | Plans the visual design process in line with the needs of institutions/individuals. | ||||||
| 9 | Carries out the visual communication process in line with the needs of institutions/individuals. | ||||||
| 10 | Uses the tools, methods and techniques required for Media and Visual Arts practices. | ||||||
| 11 | Has the ability to produce, process and evaluate real, 2D and 3D images. | ||||||
| 12 | Applies visual design techniques in new media environments. | ||||||
| 13 | Has aesthetic awareness and understanding of design. | ||||||
| 14 | Performs their profession by taking into consideration the "Occupational Health and Safety" rules. | ||||||
| 15 | Solve problems that arise by taking responsibility in projects related to Media and Visual Arts. | ||||||
| 16 | Can transform theoretical and factual problems of Media and Visual Arts disciplines and sub-disciplines into publications using scientific methods. | ||||||
| 17 | Regularly follows the developments in the field of Media and Visual Arts and uses them effectively in her work. | ||||||
| 18 | Uses Turkish fluently and accurately in scientific and professional studies. | ||||||
| 19 | Can read and understand at least one foreign language at B1 level. | ||||||
| 20 | Plans and takes part in social responsibility projects. | ||||||
| 21 | Incorporates artificial intelligence (artificial learning/machine learning) into the creation process. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 20 | |
| Rate of Final Exam to Success | 80 | |
| Total | 100 | |