Banking and Finance (English)
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:

Spring

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):

Dr.Öğr.Üyesi FATMA YONCA TUNÇ

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) Explain the essential body of knowledge in the area of banking and finance, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models.
2) Employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions.
3) Recognize why financial institutions and financial intermediation exist and how they are structured.
4) Distinguish the insight about basic banking principles and regulations surrounding the banking industry.
5) Discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures.
6) Recognize, interpret and discuss the current global economic issues.
7) Communicate in written and oral English with people from diverse backgrounds, and have the English proficiency to follow and interpret the global dynamics in the areas of banking and finance.
8) Express the role of international capital markets in the global economy; accordingly define the concept of risk in terms of measurement and management.
9) Identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society.

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	Explain the essential body of knowledge in the area of banking and finance, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models.
2)	Employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions.
3)	Recognize why financial institutions and financial intermediation exist and how they are structured.
4)	Distinguish the insight about basic banking principles and regulations surrounding the banking industry.
5)	Discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures.
6)	Recognize, interpret and discuss the current global economic issues.
7)	Communicate in written and oral English with people from diverse backgrounds, and have the English proficiency to follow and interpret the global dynamics in the areas of banking and finance.
8)	Express the role of international capital markets in the global economy; accordingly define the concept of risk in terms of measurement and management.
9)	Identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society.

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