Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|
BRAND COMMUNICATION | HİT2177510 | Fall Semester | 3+0 | 3 | 4 |
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, | | |
Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 2: Project Based Learning Model, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework, F: Project Task |
Course Outline
Order | Subjects | Preliminary Work |
---|
1 | What is your Brand? | |
2 | Brand Management | |
3 | Brand Positioning | |
4 | Brand Positioning Strategies | |
5 | Brand Identity | |
6 | Brand Communication | |
7 | Marking Process | |
8 | Brand Equity | |
9 | Marking Strategies | |
10 | Symbolic and Functional Marking | |
11 | Marking and Consumer Behavior | |
12 | Marking and New Media | |
Resources |
Strategic Brand Management / Prof.Dr. Ahmet Hamdi İslamoğlu
Brand Management / Prof.Dr. Nurhan Babür Tosun |
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 |
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, | | |
Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 2: Project Based Learning Model, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework, F: Project Task |
Course Outline
Order | Subjects | Preliminary Work |
---|
1 | What is your Brand? | |
2 | Brand Management | |
3 | Brand Positioning | |
4 | Brand Positioning Strategies | |
5 | Brand Identity | |
6 | Brand Communication | |
7 | Marking Process | |
8 | Brand Equity | |
9 | Marking Strategies | |
10 | Symbolic and Functional Marking | |
11 | Marking and Consumer Behavior | |
12 | Marking and New Media | |
Resources |
Strategic Brand Management / Prof.Dr. Ahmet Hamdi İslamoğlu
Brand Management / Prof.Dr. Nurhan Babür Tosun |
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 |
Numerical Data
Ekleme Tarihi: 12/11/2023 - 00:38Son Güncelleme Tarihi: 12/11/2023 - 00:52
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