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 and theoretical grounds related to the field.
2
Determines the facts related to New Media and Communication Systems and analyzes these facts with various dimensions.
3
Analyzes the needs of the media organizations and plans and applies strategies accordingly.
4
Plans new media projects and implements them.
5
Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems.
X
6
Takes place as a member in a project-based teamwork; leads projects and plans events.
X
7
Observes the theoretical and factual problems with scientific methods related to new media and communication systems disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications.
X
8
Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently.
X
9
To be able to communicate orally and in writing in a foreign language at least at the B1 level of the European Language Portfolio.
X
10
Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly.
X
11
Plans social responsibility events and takes a role in implementation process.
X
12
Acts in accordance with ethical codes in professional and scientific works.
X
13
Uses tools related to new media and communications, efficiently.
X
14
Develops and implement new media projects specifically developed for media organizations.
X
15
Sensitive to the environment, the universality of social rights and the protection of cultural values.
16
Knowledgeable about occupational health and safety and can use this information when necessary.
17
Uses Turkish language fluently and accurately in scientific and professional works.
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
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 and theoretical grounds related to the field.
2
Determines the facts related to New Media and Communication Systems and analyzes these facts with various dimensions.
3
Analyzes the needs of the media organizations and plans and applies strategies accordingly.
4
Plans new media projects and implements them.
5
Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems.
X
6
Takes place as a member in a project-based teamwork; leads projects and plans events.
X
7
Observes the theoretical and factual problems with scientific methods related to new media and communication systems disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications.
X
8
Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently.
X
9
To be able to communicate orally and in writing in a foreign language at least at the B1 level of the European Language Portfolio.
X
10
Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly.
X
11
Plans social responsibility events and takes a role in implementation process.
X
12
Acts in accordance with ethical codes in professional and scientific works.
X
13
Uses tools related to new media and communications, efficiently.
X
14
Develops and implement new media projects specifically developed for media organizations.
X
15
Sensitive to the environment, the universality of social rights and the protection of cultural values.
16
Knowledgeable about occupational health and safety and can use this information when necessary.
17
Uses Turkish language fluently and accurately in scientific and professional works.
