Ders Planı

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Lesson plan / BRAND COMMUNICATION AND MANAGEMENT STRATEGIES

Lesson Information

Course Credit	3.0
Course ECTS Credit	4.0
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	Programme Elective
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?	S
Course Coordinator	Assoc. Prof. (Ph.D.) GONCA YILDIRIM ÖGE
Instructor (s)	Assoc. Prof. (Ph.D.) GONCA YILDIRIM ÖGE
Course Assistant

Purpose and Content

The aim of the course	The aim of this course is to teach fundamental concepts of brand management, positioning brand, and to develop new communication strategies, brand identity and image in the scope of integrated communication.
Course Content	Students understand the importance of brand concept. They know the elements and functions of brand. Encourage them to take responsibility in communication process.

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 concepts and its importance
2	Inventing brand
3	Brand positioning
4	Brand Identity
5	Brand image
6	Brand Communication
7	Midterm Exam
8	Brand Equivalent
9	Brand Loyalty
10	Brand Spreading
11	Integrated marketing communication and Brand Management
12	Measuring of the effect of brand communication activities
13	Global Brand Management
14	Successful case study in brand management

Resources

• Karpat Aktuğlu, Işıl. Marka Yönetimi, İstanbul: İletişim Yayınevi, 2008.
• Babür Tosun, Nurhan. İletişim Temelli Marka Yönetimi, İstanbul: Beta Yayınevi, 2010.

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Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

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