YMD411 Brand CommunicationIstanbul Okan UniversityDegree Programs Industrial Engineering (English)General Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Industrial Engineering (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: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: University / Foreign Language
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) 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.

Course - Learning Outcome Relationship

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.

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