Sociology | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | YMD411 | ||||||||
Course Name: | Brand Communication | ||||||||
Course Semester: |
Fall |
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Course Credits: |
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Language of instruction: | TR | ||||||||
Course Requisites: | |||||||||
Does the Course Require Work Experience?: | No | ||||||||
Type of course: | Common Pool | ||||||||
Course Level: |
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Mode of Delivery: | Face to face | ||||||||
Course Coordinator : | Dr.Öğr.Üyesi AYŞE NAZLIHAN BEŞİKTAŞ | ||||||||
Course Lecturer(s): |
Dr.Öğr.Üyesi FATMA YONCA TUNÇ |
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Course Assistants: |
Course Objectives: | To comprehend the nature of the brand concept and the important role of the strategic management of this concept in the survival of the businesses around competitive marketing, To gain familiarity with the theory and applications at every stage of the process of brand application and the ability to apply / measure information about the process in which this concept is created, measured and managed. |
Course Content: | Brand components, brand types, brand creation, name, symbol and slogan, brand identity and positioning, person brand concept, storytelling, brand campaigns. |
The students who have succeeded in this course;
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Week | Subject | Related Preparation |
1) | Brand and brand management. | |
2) | Consumer-based brand presence | |
3) | Brand positioning and values. | |
4) | Selection of brand elements for the establishment of brand assets. | |
5) | Designing marketing programs for the establishment of brand assets. | |
6) | Integrated marketing communication for establishing brand presence. | |
7) | Benefiting from the secondary brand information for establishing brand presence. | |
8) | Midterm Exam. | |
9) | Measurement and interpretation of brand performance. | |
10) | Design and implementation of marking strategies. | |
11) | Naming of new products entering the market and brand expansion. | |
12) | Time management of the brand. | |
13) | Management within the geographical boundaries and market segments of the brand. | |
14) | An overview of the course. |
Course Notes / Textbooks: | - Kahraman, Murat. Sosyal Medya 101 2.0, İstanbul; Mediacat Yayıncılık, 2013 - Stratten, Scott. Sosyal Medyada Yapılan Müthiş İşler / Vasat İşler, İstanbul; Mediacat Yayıncılık, 2012 |
References: | - Kahraman, Murat. Sosyal Medya 101 2.0, İstanbul; Mediacat Yayıncılık, 2013 - Stratten, Scott. Sosyal Medyada Yapılan Müthiş İşler / Vasat İşler, İstanbul; Mediacat Yayıncılık, 2012 |
Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
6 |
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Program Outcomes | |||||||||
1) Gains the ability to interpret social developments with the theoretical knowledge that is acquired and a critical perspective. | |||||||||
2) Has knowledge about other disciplines and is open to lifelong learning to be able to success interdisciplinary work. | |||||||||
3) Has the ability to observe social, scientific and ethical values in the stages of data collection, interpretation and announcement while conducting research in the field. | |||||||||
4) Graduates with a good knowledge of at least one foreign language and one foreign language at the entry level. | |||||||||
5) Gains a professional perspective with good observation ability and empathy. | |||||||||
6) Gains the ability to collect local, national and international data and conduct research in the field of social science. | |||||||||
7) Can make explanations to expert or non-expert audiences about their field or social issues, inform them and convey their thoughts, problems and solutions clearly in written and oral form. | |||||||||
8) Adopts various internship programs and applied studies. | |||||||||
9) Gains knowledge to work as a researcher, consultant or expert in the public or private sector. | |||||||||
10) Complies with the ethical rules accepted and encouraged by TÜBİTAK, YÖK and TÜBA and universal science within the context of research, and education. |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | Gains the ability to interpret social developments with the theoretical knowledge that is acquired and a critical perspective. | |
2) | Has knowledge about other disciplines and is open to lifelong learning to be able to success interdisciplinary work. | 5 |
3) | Has the ability to observe social, scientific and ethical values in the stages of data collection, interpretation and announcement while conducting research in the field. | |
4) | Graduates with a good knowledge of at least one foreign language and one foreign language at the entry level. | |
5) | Gains a professional perspective with good observation ability and empathy. | |
6) | Gains the ability to collect local, national and international data and conduct research in the field of social science. | |
7) | Can make explanations to expert or non-expert audiences about their field or social issues, inform them and convey their thoughts, problems and solutions clearly in written and oral form. | |
8) | Adopts various internship programs and applied studies. | |
9) | Gains knowledge to work as a researcher, consultant or expert in the public or private sector. | |
10) | Complies with the ethical rules accepted and encouraged by TÜBİTAK, YÖK and TÜBA and universal science within the context of research, and education. |
Field Study | |
Expression | |
Brainstorming/ Six tihnking hats | |
Lesson | |
Group study and homework | |
Reading | |
Homework | |
Project preparation | |
Q&A / Discussion | |
Case Study |
Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
Homework | |
Application | |
Group project | |
Presentation | |
Reporting | |
Case study presentation |
Semester Requirements | Number of Activities | Level of Contribution |
Midterms | 1 | % 40 |
Final | 1 | % 60 |
total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 40 | |
PERCENTAGE OF FINAL WORK | % 60 | |
total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 15 | 45 |
Study Hours Out of Class | 16 | 96 |
Final | 1 | 3 |
Total Workload | 144 |