Public Relations And Advertising
Associate	TR-NQF-HE: Level 5	QF-EHEA: Short Cycle	EQF-LLL: Level 5

General course introduction information

Course Code:

MHIT223

Course Name:

Brand and Management

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	7

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Compulsory

Course Level:

Associate

TR-NQF-HE:5. Master`s Degree

QF-EHEA:Short Cycle

EQF-LLL:5. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Öğr.Gör. ARZU KARAKURT KARABULUT

Course Lecturer(s):

Course Assistants:

Course Objective and Content

Course Objectives:

This program focuses on the strategies that will be developed in order to determine what is important, why it is important, meaning for consumers and manage them correctly. It also includes identity and image information about how brand value is created and perceived. Within the scope of the course, applications based on brand management and various brand simulations and case studies will be evaluated.

Course Content:

• Will be able to explain that brand management is aimed at examining the relations between the business environment and the consumer, as well as the relationship between the enterprise and the employee.
• Distinguish the concepts and processes of Brand Management.
• recognize the importance of communication and corporate culture in Brand Management.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
1) • Will be able to explain that brand management is aimed at examining the relations between the business environment and the consumer, as well as the relationship between the enterprise and the employee.
2) Distinguish the concepts and processes of Brand Management.
3) Recognize the importance of communication and corporate culture in Brand Management.
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	The course outlines are discussed.
2)	Basic Approaches in Brand Management Process: Management Paradigms
3)	•Corporate Culture and Brand
4)	Branding Strategies and Tactics
5)	What is the brand image? What is brand identity? What is Brand Personality?
6)	Branding Strategies and Tactics 1
7)	What is the brand image? What is brand identity? What is Brand Personality? Sample brand work is done.
8)	• Basic Approaches in Brand Management Process: Management Paradigms • Corporate Culture and Brand
9)	• Brand •Brand Management • Culture and Brand • What is the brand image?
10)	• Brand Communication Components: Product-Oriented Strategies and Tactics 1
11)	Brand Communication Components: Product Oriented Strategies and Tactics 1 Brand and communication Communication strategies
12)	Brand Communication Components: Product Oriented Strategies and Tactics 1 Brand and communication Communication strategies
13)	Measurement in Brand Communication
14)	General Review Before Exam Example applications
15)	Exam

Sources

Course Notes / Textbooks:	1-Marka Yönetimi -Işıl Karpat A., 2013
References:	Markan Kadar Konuş -Ferruh Uztuğ, 2012

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3
Program Outcomes
1) To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Having gained knowledge of lifelong learning - To be able to communicate the thoughts at the level of basic knowledge and skills that are in possession of the field through written and oral communication. - Share ideas and suggestions for solutions to issues related to the field with experts and non-experts. - Using a foreign language at least in the European Language Portfolio A2 General Level to monitor information in the field and communicate with colleagues. - To be able to use information and communication technologies with the computer software at least at the European Computer Use License Basic Level required by the field.
2) To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Learning to survive is not a conscious winner.
3) - To have social, scientific, cultural and ethical values in the stages of collection, application and announcement of data about the field. - Universality of social rights, social justice, quality and cultural values and environmental protection, occupational health and safety issues.
4) - Be able to carry out a basic level of work independently of the field. - Take responsibility as a team member to solve complex and unforeseen problems encountered in field related applications. - Carrying out activities for the development of employees under the responsibility of a project.

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Having gained knowledge of lifelong learning - To be able to communicate the thoughts at the level of basic knowledge and skills that are in possession of the field through written and oral communication. - Share ideas and suggestions for solutions to issues related to the field with experts and non-experts. - Using a foreign language at least in the European Language Portfolio A2 General Level to monitor information in the field and communicate with colleagues. - To be able to use information and communication technologies with the computer software at least at the European Computer Use License Basic Level required by the field.	4
2)	To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Learning to survive is not a conscious winner.	4
3)	- To have social, scientific, cultural and ethical values in the stages of collection, application and announcement of data about the field. - Universality of social rights, social justice, quality and cultural values and environmental protection, occupational health and safety issues.	4
4)	- Be able to carry out a basic level of work independently of the field. - Take responsibility as a team member to solve complex and unforeseen problems encountered in field related applications. - Carrying out activities for the development of employees under the responsibility of a project.	2

Learning Activity and Teaching Methods

Field Study
Expression
Individual study and homework
Lesson
Reading
Homework
Case Study

Assessment & Grading Methods and Criteria

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

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 10
Application	1	% 10
Homework Assignments	1	% 10
Presentation	1	% 10
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	43
Total Workload		43