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
Instructor (s)
Course Assistant

Purpose and Content

The aim of the course	Recognizing the basic concepts of the brand and brand management and structuring models, appropriate communication strategy for the brand (brand positioning). development, implementation of brand positioning strategy in an integrated framework, developing brand personality, brand image and brand extension strategies.
Course Content	Understands the concept of brand and its importance. Understands the elements and functions of the brand. Learns the differences between brand and product. Brand identity, personality, value, image and Learns positioning concepts in detail.

Learning Outcomes

Students have the professional field knowledge about integrated marketing, integrated marketing communication and advertising.
Students have sufficient theoretical knowledge in the field of advertising.
Students know the relationship between the target audience and the creation of advertising messages.
Students know advertising campaign processes and strategies for all communication environments.
Students will be able to know media planning and purchasing strategies for all communication environments.
Students will be able to know data literacy, research methods and techniques that will be used to create strategies in advertising.
Students know the legal regulations and ethical values in the field of communication and advertising.
Students will be able to know national and international institutions, associations and professional organizations operating in the field, legislation and quality standards of these institutions
Students know current presentation techniques and presentation in the field of communication and advertising.
Students analyze the economic, social and psychological reactions of the society and create advertising messages.
Students create advertising messages based on audience and communication environment
Students plan and execute the advertising strategy and campaign according to the different advertising characteristics of all communication environments.
Students apply the legislation and quality standards of national and international institutions, associations and professional organizations and act in accordance with ethical rules.
Students observe, analyze and reflect consumer behavior in their work.
Students create a project using current presentation techniques.
students have the ability to select and use appropriate equipment and tools to create advertising messages
Students apply creative thinking methods and techniques in their field.
Students will be able to compile, implement, analyze and interpret data in the field of communication and advertising.
Students critically evaluate the advanced knowledge and skills acquired in the field.
Students make interdisciplinary and interdisciplinary teamwork focused on solutions to problems in the field.
Students conduct an advanced study related to their field independently.
students follow the national and international contemporary problems in the field of advertising, comments, offers solutions.
students follow the innovations in advertising and form their content in this direction.
Students behave in accordance with laws, regulations, legislation and social, scientific and professional ethical values.
Students will create and apply brand and communication strategy.
students use computer and software programs in accordance with the requirements of advertising.
Students will be able to communicate effectively both in Turkish and in a foreign language.
Students will be able to apply occupational health and safety knowledge in their field.

Weekly Course Subjects

1	brand concept and its importance
2	brand creation process
3	brand positioning
4	brand personality
5	brand image
6	brand comunication
7	brand equity
8	brand loyalty
9	brand extension
10	Integrated Marketing Communications and Brand Management
11	Measuring the Impact of Brand Communication Studies
12	Global Brand Management
13	Successful Examples in Brand Management
14	Successful Examples in Brand Management

Resources

1-Karpat Aktuğlu, Işıl. Marka Yönetimi, İstanbul: İletişim Yayınevi, 2008.
2- Babür Tosun, Nurhan. İletişim Temelli Marka Yönetimi, İstanbul: Beta Yayınevi, 2010.
3- Yüksel, Aslı ve Yüksel, Ülkü. Marka Yönetimi ve Marka Değerinin Ölçülmesi, İstanbul: Beta Yayınevi, 2005.

CLASS 1

CLASS 2

CLASS 3

CLASS 4

Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

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