Industrial Engineering (English) | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | YMD411 | ||||||||
Course Name: | Brand Communication | ||||||||
Course Semester: | Fall | ||||||||
Course Credits: |
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Language of instruction: | TR | ||||||||
Course Requisites: | |||||||||
Does the Course Require Work Experience?: | No | ||||||||
Type of course: | Compulsory | ||||||||
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 |
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6 |
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Program Outcomes | ||||||||||
1) Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems. | ||||||||||
2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose. | ||||||||||
3) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues according to the nature of the design.) | ||||||||||
4) Ability to devise, select, and use modern techniques and tools needed for engineering practice; ability to employ information technologies effectively. | ||||||||||
5) Ability to design and conduct experiments, gather data, analyse and interpret results for investigating engineering problems. | ||||||||||
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually. | ||||||||||
7) Ability to communicate effectively i Turkish, both orally and in writing; knowledge of a minimum of one foreign language. | ||||||||||
8) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself. | ||||||||||
9) Awareness of professional and ethical responsibility. | ||||||||||
10) Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development. | ||||||||||
11) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions. |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems. | |
2) | Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose. | |
3) | Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues according to the nature of the design.) | |
4) | Ability to devise, select, and use modern techniques and tools needed for engineering practice; ability to employ information technologies effectively. | |
5) | Ability to design and conduct experiments, gather data, analyse and interpret results for investigating engineering problems. | |
6) | Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually. | |
7) | Ability to communicate effectively i Turkish, both orally and in writing; knowledge of a minimum of one foreign language. | |
8) | Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself. | |
9) | Awareness of professional and ethical responsibility. | |
10) | Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development. | |
11) | Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions. |
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 |