Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRAND and IMAGE DESIGN | - | Fall Semester | 1+2 | 2 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Saadet UĞURLU |
| Name of Lecturer(s) | Assist.Prof. Saadet UĞURLU |
| Assistant(s) | |
| Aim | The brand, which is far beyond being a name, slogan and logo, does not only offer functional products or services to the target audiences of private or legal organizations; The correct positioning of the brand in emotional and social sense, along with the communication strategies, as well as the image work that the brand symbolizes and drawn, is also important how it is perceived by the society. Within the scope of this course; brand; positioning, branding, star strategies, differentiation as well as usage areas will be explained with examples. |
| Course Content | This course contains; Brand Concept, What is Brand Image?,What is Star Strategy? First-Most-One.,Positioning,Senses and Brand,Image and image types, image management,Corporate image and related concepts, Review of previous course topics,Brand and Management,Being a Sales Brand,Urban Branding,Being a Brand on the Internet,What is Marking?,Being a brand in sub-radar communication,Examples from Turkish and world brands. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Students who take this course are expected to learn and apply integrated communication studies from the formation of brand image. | 10, 13, 9 | E |
| At the end of this course, the student; 1. Learns the structures of marking. 2. Knows the elements of positioning. 3. Knows the types of images. 4. Knows the factors that affect design and image formation. 5. Explain the concepts of brand perception and analyze the relationship between them. |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 9: Lecture Method |
| Assessment Methods: | E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Brand Concept, What is Brand Image? | Basic concepts can be examined |
| 2 | What is Star Strategy? First-Most-One. | You can review it on the MARKA agency website. |
| 3 | Positioning | The book 'New Positioning' can be examined |
| 4 | Senses and Brand | The book 'Senses and Brand' can be examined |
| 5 | Image and image types, image management | The relevant presentation loaded in the course file can be examined. |
| 6 | Corporate image and related concepts | The relevant presentation loaded in the course file can be examined. |
| 7 | Review of previous course topics | Basic concepts can be examined |
| 8 | Brand and Management | The book 'Brand Mind' can be examined |
| 9 | Being a Sales Brand | The book 'Brand Mind' can be examined |
| 10 | Urban Branding | The presentation on the subject loaded in the course file can be examined. |
| 11 | Being a Brand on the Internet | The book 'Creating a brand on the Internet' can be examined |
| 12 | What is Marking? | 'Branding' book can be examined |
| 13 | Being a brand in sub-radar communication | 'Branding' book can be examined |
| 14 | Examples from Turkish and world brands | Sample campaigns can be examined |
| Resources |
| 1. Aaker, David. Markalama. İstanbul:Mediacat,2001 2. Lindstrom,Martin. Duyular ve Marka. İstanbul:Optimist,2007 3. Knapp, E.Duane.Marka Aklı. İstanbul,2002 4. Ries, Al&Laura. Marka Yaratmanın 22 Kuralı. İstanbul:Mediacat,2000 5.Ries,Al&Laura. İnternet’te Marka Yaratmak. İstanbul:Mediacat,2001 6.Trout,Jack. Yeni Konumlandırma. İstanbul:Profilo yayın.,1999 |
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. | X | |||||
| 2 | Knows the basic theories of media and visual arts disciplines. | X | |||||
| 3 | Knows the necessary computer programs and multi-media techniques in Media and Visual Arts. | X | |||||
| 4 | Knows the aesthetic rules necessary in Media and Visual Arts. | X | |||||
| 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. | X | |||||
| 7 | Analyzes the facts related to Media and Visual Arts in their dimensions. | X | |||||
| 8 | Plans the visual design process in line with the needs of institutions/individuals. | X | |||||
| 9 | Carries out the visual communication process in line with the needs of institutions/individuals. | X | |||||
| 10 | Uses the tools, methods and techniques required for Media and Visual Arts practices. | X | |||||
| 11 | Has the ability to produce, process and evaluate real, 2D and 3D images. | ||||||
| 12 | Applies visual design techniques in new media environments. | X | |||||
| 13 | Has aesthetic awareness and understanding of design. | X | |||||
| 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. | X | |||||
| 16 | Can transform theoretical and factual problems of Media and Visual Arts disciplines and sub-disciplines into publications using scientific methods. | X | |||||
| 17 | Regularly follows the developments in the field of Media and Visual Arts and uses them effectively in her work. | X | |||||
| 18 | Uses Turkish fluently and accurately in scientific and professional studies. | X | |||||
| 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 | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 3 | 14 | 42 | |||
| Guided Problem Solving | 3 | 10 | 30 | |||
| Resolution of Homework Problems and Submission as a Report | 1 | 10 | 10 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 10 | 10 | |||
| Quiz | 1 | 15 | 15 | |||
| Midterm Exam | 1 | 12 | 12 | |||
| General Exam | 1 | 24 | 24 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 143 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(143/30) | 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 and IMAGE DESIGN | - | Fall Semester | 1+2 | 2 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Saadet UĞURLU |
| Name of Lecturer(s) | Assist.Prof. Saadet UĞURLU |
| Assistant(s) | |
| Aim | The brand, which is far beyond being a name, slogan and logo, does not only offer functional products or services to the target audiences of private or legal organizations; The correct positioning of the brand in emotional and social sense, along with the communication strategies, as well as the image work that the brand symbolizes and drawn, is also important how it is perceived by the society. Within the scope of this course; brand; positioning, branding, star strategies, differentiation as well as usage areas will be explained with examples. |
| Course Content | This course contains; Brand Concept, What is Brand Image?,What is Star Strategy? First-Most-One.,Positioning,Senses and Brand,Image and image types, image management,Corporate image and related concepts, Review of previous course topics,Brand and Management,Being a Sales Brand,Urban Branding,Being a Brand on the Internet,What is Marking?,Being a brand in sub-radar communication,Examples from Turkish and world brands. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Students who take this course are expected to learn and apply integrated communication studies from the formation of brand image. | 10, 13, 9 | E |
| At the end of this course, the student; 1. Learns the structures of marking. 2. Knows the elements of positioning. 3. Knows the types of images. 4. Knows the factors that affect design and image formation. 5. Explain the concepts of brand perception and analyze the relationship between them. |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 9: Lecture Method |
| Assessment Methods: | E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Brand Concept, What is Brand Image? | Basic concepts can be examined |
| 2 | What is Star Strategy? First-Most-One. | You can review it on the MARKA agency website. |
| 3 | Positioning | The book 'New Positioning' can be examined |
| 4 | Senses and Brand | The book 'Senses and Brand' can be examined |
| 5 | Image and image types, image management | The relevant presentation loaded in the course file can be examined. |
| 6 | Corporate image and related concepts | The relevant presentation loaded in the course file can be examined. |
| 7 | Review of previous course topics | Basic concepts can be examined |
| 8 | Brand and Management | The book 'Brand Mind' can be examined |
| 9 | Being a Sales Brand | The book 'Brand Mind' can be examined |
| 10 | Urban Branding | The presentation on the subject loaded in the course file can be examined. |
| 11 | Being a Brand on the Internet | The book 'Creating a brand on the Internet' can be examined |
| 12 | What is Marking? | 'Branding' book can be examined |
| 13 | Being a brand in sub-radar communication | 'Branding' book can be examined |
| 14 | Examples from Turkish and world brands | Sample campaigns can be examined |
| Resources |
| 1. Aaker, David. Markalama. İstanbul:Mediacat,2001 2. Lindstrom,Martin. Duyular ve Marka. İstanbul:Optimist,2007 3. Knapp, E.Duane.Marka Aklı. İstanbul,2002 4. Ries, Al&Laura. Marka Yaratmanın 22 Kuralı. İstanbul:Mediacat,2000 5.Ries,Al&Laura. İnternet’te Marka Yaratmak. İstanbul:Mediacat,2001 6.Trout,Jack. Yeni Konumlandırma. İstanbul:Profilo yayın.,1999 |
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. | X | |||||
| 2 | Knows the basic theories of media and visual arts disciplines. | X | |||||
| 3 | Knows the necessary computer programs and multi-media techniques in Media and Visual Arts. | X | |||||
| 4 | Knows the aesthetic rules necessary in Media and Visual Arts. | X | |||||
| 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. | X | |||||
| 7 | Analyzes the facts related to Media and Visual Arts in their dimensions. | X | |||||
| 8 | Plans the visual design process in line with the needs of institutions/individuals. | X | |||||
| 9 | Carries out the visual communication process in line with the needs of institutions/individuals. | X | |||||
| 10 | Uses the tools, methods and techniques required for Media and Visual Arts practices. | X | |||||
| 11 | Has the ability to produce, process and evaluate real, 2D and 3D images. | ||||||
| 12 | Applies visual design techniques in new media environments. | X | |||||
| 13 | Has aesthetic awareness and understanding of design. | X | |||||
| 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. | X | |||||
| 16 | Can transform theoretical and factual problems of Media and Visual Arts disciplines and sub-disciplines into publications using scientific methods. | X | |||||
| 17 | Regularly follows the developments in the field of Media and Visual Arts and uses them effectively in her work. | X | |||||
| 18 | Uses Turkish fluently and accurately in scientific and professional studies. | X | |||||
| 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 | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |