The aim of the Brand Communication course is to gain the competence that will help the management of the branding process of institutions and organizations by knowing the basic concepts of brand communication and marketing communication and converting the theoretical knowledge formed into these concepts into practice.
Course Content
This course contains; What is your Brand?,Brand Management,Brand Positioning,Brand Positioning Strategies,Brand Identity,Brand Communication,Marking Process,Brand Equity,Marking Strategies,Symbolic and Functional Marking,Marking and Consumer Behavior,Marking and New Media.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1.Recognize the brand
16, 2, 9
A, D, E, F
1.2.Create brand identity
16, 9
D
2.Gain branding skills
2, 9
A, D
2.2.Establish communication between the brand's competitors and target audience
9
A, D, F
3.Carry the brand to the top among competitors
10, 16, 9
A, D, E
3.1.Can produce strategy for brand
10, 9
A, D, F
3.2.Can produce tactics for the brand
16, 2, 9
A, D
1.1. Positioning of the brand
16
A, D, F
4. Will be able to determine the equivalent or source of the 'creativity' factor in 'brand formation' at the corporate and brand owner / manager level,
5. Will be able to determine the strategic requirements of expressing the creativity factor specific to the organization or brand,
Brand Stories - John Grant
Brands and Branding - Rita Clifton
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Know the basic concepts of Public Relations and Publicity disciplines and the basic theories of these disciplines.
X
2
Public Relations and Publicity These data can be analyzed in various dimensions.
X
3
It uses expert knowledge and participates in decision-making mechanisms of enterprises. It identifies the problems encountered and suggests a solution.
X
4
It analyzes the institutions and prepares a communication plan in line with the needs of the institutions.
X
5
It can solve the problems caused by taking responsibility when necessary in projects related to the field.
X
6
They can participate in an organization set up for field-related projects, lead the project, manage operational plans and processes.
X
7
Analyzes the theoretical and factual problems of Public Relations and Publicity disciplines and subdisciplines with scientific methods and analyzes the findings.
X
8
As a principle, it adopts the principle of life-long learning. They follow developments, innovations, ideas, methods and changes in their field and use them effectively in their own work.
X
9
Uses fluent and correct Turkology in scientific and professional researches. At least one foreign language can read and understand.
X
10
Uses new communication technologies in their professional and scientific work and constantly monitor developments in new communication technologies.
X
11
Acts in ethical codes in professional and scientific researches.
X
12
The universality of social rights, social justice, quality and cultural values, and the protection of the environment, have a consciousness of people and society
X
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
2
28
Guided Problem Solving
4
8
32
Resolution of Homework Problems and Submission as a Report
1
2
2
Term Project
0
0
0
Presentation of Project / Seminar
2
6
12
Quiz
0
0
0
Midterm Exam
1
14
14
General Exam
1
20
20
Performance Task, Maintenance Plan
0
0
0
Total Workload(Hour)
108
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(108/30)
4
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
HİT2177510
Fall Semester
3+0
3
4
Course Program
Pazartesi 15:30-16:15
Pazartesi 16:30-17:15
Pazartesi 17:30-18:15
Prerequisites Courses
Recommended Elective Courses
Language of Course
Turkish
Course Level
Short Cycle (Associate's Degree)
Course Type
Required
Course Coordinator
Lect. Sonıa LOTFI
Name of Lecturer(s)
Lect. Sonıa LOTFI
Assistant(s)
Aim
The aim of the Brand Communication course is to gain the competence that will help the management of the branding process of institutions and organizations by knowing the basic concepts of brand communication and marketing communication and converting the theoretical knowledge formed into these concepts into practice.
Course Content
This course contains; What is your Brand?,Brand Management,Brand Positioning,Brand Positioning Strategies,Brand Identity,Brand Communication,Marking Process,Brand Equity,Marking Strategies,Symbolic and Functional Marking,Marking and Consumer Behavior,Marking and New Media.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1.Recognize the brand
16, 2, 9
A, D, E, F
1.2.Create brand identity
16, 9
D
2.Gain branding skills
2, 9
A, D
2.2.Establish communication between the brand's competitors and target audience
9
A, D, F
3.Carry the brand to the top among competitors
10, 16, 9
A, D, E
3.1.Can produce strategy for brand
10, 9
A, D, F
3.2.Can produce tactics for the brand
16, 2, 9
A, D
1.1. Positioning of the brand
16
A, D, F
4. Will be able to determine the equivalent or source of the 'creativity' factor in 'brand formation' at the corporate and brand owner / manager level,
5. Will be able to determine the strategic requirements of expressing the creativity factor specific to the organization or brand,
Brand Stories - John Grant
Brands and Branding - Rita Clifton
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Know the basic concepts of Public Relations and Publicity disciplines and the basic theories of these disciplines.
X
2
Public Relations and Publicity These data can be analyzed in various dimensions.
X
3
It uses expert knowledge and participates in decision-making mechanisms of enterprises. It identifies the problems encountered and suggests a solution.
X
4
It analyzes the institutions and prepares a communication plan in line with the needs of the institutions.
X
5
It can solve the problems caused by taking responsibility when necessary in projects related to the field.
X
6
They can participate in an organization set up for field-related projects, lead the project, manage operational plans and processes.
X
7
Analyzes the theoretical and factual problems of Public Relations and Publicity disciplines and subdisciplines with scientific methods and analyzes the findings.
X
8
As a principle, it adopts the principle of life-long learning. They follow developments, innovations, ideas, methods and changes in their field and use them effectively in their own work.
X
9
Uses fluent and correct Turkology in scientific and professional researches. At least one foreign language can read and understand.
X
10
Uses new communication technologies in their professional and scientific work and constantly monitor developments in new communication technologies.
X
11
Acts in ethical codes in professional and scientific researches.
X
12
The universality of social rights, social justice, quality and cultural values, and the protection of the environment, have a consciousness of people and society
