Ders Planı

Lesson Information

Course Credit
Course ECTS Credit
Teaching Language of Instruction	Türkçe
Level of Course	Bachelor's Degree, TYYÇ: Level 6, EQF-LLL: Level 6, QF-EHEA: First Cycle
Type of Course
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?
Course Coordinator	Assoc. Prof. (Ph.D.) DENİZ AKBULUT
Instructor (s)
Course Assistant

Purpose and Content

The aim of the course	To teach the concepts of brand, the concept of branding, the advantages of branding in a highly competitive environment and to provide knowledge about brand management techniques. At the same time, the brand concept is to be grasped properly to provide information about brand management can be put into practice.
Course Content	Understands the concept and importance of the brand, the elements and functions of the brand. Learns the differences between brand and product. Brand identity, personality, values, concepts of image and positioning, brand development strategies, learning the brand culture in detail, examines the scope of global market strategies and case studies carried out in Turkey market

Learning Outcomes

Defines theoretical knowledge in the field of public relations and promotion.
Describes the interdisciplinary interaction with the fields of Public Relations.
Tell organizational communication models and their functioning.
Remember that public relations are a management function.
Describes the application areas of public relations such as reputation management, integrated marketing communication, crisis management in theory and practice.
Define public relations tools and methods.
Defines the research, planning, implementation, measurement and evaluation processes.
Knows to report on all kinds of activities related to her field
Interpret data by using information and skills based on PR.
Use advanced theoretical and applied informations based on PR.
Create and develop creative solutions based on researches and evidences.
Make media planning; plans, uses, controls.
Apply national and international quality management processes.
Match modern techniques and tools for communication applications.
Appraise an advanced study related to them field independently.
Work effectively as an individual in multi-disciplinary teams.
Complete a started job and generate solutions on probable complex problems.
Appraise an advanced study related to them field independently.
Undertake responsibility individually or as a member of a team to solve complicated problems that are confronted and not to be suggested.
Classify the importance of lifelong learning
Review literature and use databases and other resources to improve their level.
Follow developments on science and technology and constantly update themself.
Criticize them advanced information .
Communicate through written and spoken Turkish language fluently.
Arrange written and spoken informations by giving suggestions about communication problems.
Evolve projects and activities for their social environment.
Aware of professional and ethical responsibility.
Aware of project management, company activities and communication applications and legal situations
It predicts and prevents possible crises in organizations, and resolves existing crises.

Weekly Course Subjects

1	Introduction
2	Brand World Recognition, Introduction to Brand Concept, Brand in Conceptual Dimension
3	Brand Positioning and Brand Identity (Logo, Slogan, Mascot, Character, Color, Packaging, etc.)
4	Basics of Branding; Overview of Brand Management Process; Brand Stories and Brand Image
5	Brand Equity: Awareness, Association, Perceived Quality, Brand Attitude, Loyalty
6	Branding Strategies
7	Sample Movie Review
8	Ara sınav
9	Project Workshop - I
10	Integrated Brand Communication (Sales Development, Point of Purchase Communication, Direct Marketing, Personal Sales, Marketing Public Relations, Advertising, Sponsorship, Product Placement)
11	Communication Strategies for Symbolic Brands, Luxury Brand Communication, Symbolic Communication Studies in Brands
12	Project Workshop - II
13	Project Workshop - III
14	Sunumlar

Resources

1-Işıl Karpat Aktuğlu, Marka Yönetimi, İletişim Yayınevi, İstanbul, İstanbul, 2008.
Nurhan Babür Tosun, İletişim Temelli Marka Yönetimi, Beta Yayınevi, İstanbul, 2010.
Aslı Yüksel, Ülkü Yüksel, Marka Yönetimi ve Marka Değerinin Ölçülmesi, Beta Yayınevi, İstanbul, 2005.
Uğur Batı. Marka Yönetimi: Vazgeçme Çağında Yüksek Sadakat Markaları Yaratmak. Alfa Yayınları, İstanbul, 2015.
Kevin Roberts. Lovemarks Etkisi. Hümanist Kitap Yayıncılık, İstanbul, 2010.
Martin Lindstrom. Duyular ve Marka. Optimist Yayıncılık, İstanbul, 2006.
Rita Clifton. Markalar ve Markalaşma. İş Bankası Kültür Yayınları ,İstanbul, 2014.
Harun Emre Karadağ. Marka Kahramanları: Stratejik Pazarlama ve Marka Yönetimi. Detay Yayıncılık, İstanbul, 2015

CLASS 1

CLASS 2

CLASS 3

CLASS 4

Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

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