Course Detail
Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|
BRAND COMMUNICATION and MANAGEMENT | YMİ2252370 | Spring Semester | 3+0 | 3 | 5 |
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) | Lect. Yahya ÜSTÜN, Assist.Prof. Asena TEMELLİ COŞGUN |
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. | | | | | |
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 | YMİ2252370 | Spring Semester | 3+0 | 3 | 5 |
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) | Lect. Yahya ÜSTÜN, Assist.Prof. Asena TEMELLİ COŞGUN |
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. | | | | | |
Assessment Methods
Contribution Level | Absolute Evaluation |
Rate of Midterm Exam to Success | | 40 |
Rate of Final Exam to Success | | 60 |
Total | | 100 |
Numerical Data
Ekleme Tarihi: 05/10/2023 - 13:59Son Güncelleme Tarihi: 05/10/2023 - 13:59
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