Genetics and Bioengineering
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

YMD411

Course Name:

Brand Communication

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	5

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Dr.Öğr.Üyesi AYŞE NAZLIHAN BEŞİKTAŞ

Course Lecturer(s):

Course Assistants:

Course Objective and Content

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.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) Understanding the basic concepts related to brand management and brand communication in both traditional media and new media; To be able to explain basic concepts such as branding, positioning, brand identity and personality, brand equivalence, brand communication strategies.
2 - Skills
Cognitive - Practical
1) In the light of the basic information about brand communication, to be able to create and implement brand strategies, to identify brand needs with the right market and target audience analysis, to prepare brand identity processes, to design campaigns for different needs of the brand.
3 - Competences
Communication and Social Competence
1) With the pre-acceptance that brands are also living and transforming assets, to build brand personalities with an understanding that is beneficial to the society and sensitive to social problems, to carry out studies on social responsibility awareness.
Learning Competence
1) In the strategies and campaigns developed for brand communication, to benefit from different areas of communication discipline, to develop and manage brand communication with a multidisciplinary approach. Define and use common social sciences and communication terminology and concepts used in brand management.
Field Specific Competence
1) To be able to follow scientific literature in the field of brand communication and contribute to this literature, to develop awareness on the necessity of lifelong learning and professional ethical responsibility.
Competence to Work Independently and Take Responsibility
1) To be able to conduct an independent research on brand communication or management, to defend these research findings in seminars and conferences. To be able to plan and manage activities for the development of employees under the responsibility of developing a brand communication strategy within the framework of a project.

Lesson Plan

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.

Sources

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

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) Sufficient knowledge in mathematics, science and engineering related to their branches; and the ability to apply theoretical and practical knowledge in these areas to model and solve engineering problems.
2) The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose.
3) The ability to design a complex system, process, device or product under realistic constraints and conditions to meet specific requirements; the ability to apply modern design methods for this purpose. (Realistic constraints and conditions include such issues as economy, environmental issues, sustainability, manufacturability, ethics, health, safety, social and political issues, according to the nature of design.)
4) Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively.
5) Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics.
6) The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill.
7) Effective communication skills in Turkish oral and written communication; at least one foreign language knowledge; ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions.
8) Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal.
9) Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications.
10) Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development.
11) Information about the universal and social health, environmental and safety effects of engineering applications and the ways in which contemporary problems are reflected in the engineering field; awareness of the legal consequences of engineering solutions.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Sufficient knowledge in mathematics, science and engineering related to their branches; and the ability to apply theoretical and practical knowledge in these areas to model and solve engineering problems.
2)	The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose.
3)	The ability to design a complex system, process, device or product under realistic constraints and conditions to meet specific requirements; the ability to apply modern design methods for this purpose. (Realistic constraints and conditions include such issues as economy, environmental issues, sustainability, manufacturability, ethics, health, safety, social and political issues, according to the nature of design.)
4)	Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively.
5)	Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics.
6)	The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill.
7)	Effective communication skills in Turkish oral and written communication; at least one foreign language knowledge; ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions.
8)	Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal.
9)	Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications.
10)	Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development.
11)	Information about the universal and social health, environmental and safety effects of engineering applications and the ways in which contemporary problems are reflected in the engineering field; awareness of the legal consequences of engineering solutions.

Learning Activity and Teaching Methods

Field Study
Expression
Brainstorming/ Six tihnking hats
Lesson
Group study and homework
Reading
Homework
Project preparation
Q&A / Discussion
Case Study

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Application
Group project
Presentation
Reporting
Case study presentation

Assessment & Grading

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

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	15	45
Study Hours Out of Class	16	96
Final	1	3
Total Workload		144