Ders Planı

Lesson Information

Course Credit
Course ECTS Credit
Teaching Language of Instruction	Türkçe
Level of Course	Associate's Degree, TYYÇ: Level 5, EQF-LLL: Level 5, QF-EHEA: Short Cycle
Type of Course
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?
Course Coordinator
Instructor (s)
Course Assistant

Purpose and Content

The aim of the course	Give information about brand management for practising in business
Course Content	Brand awareness, brand development strategies, brand equity, trademark, brand extension strategies, co-branding, brand culture, case studies.

Learning Outcomes

discusses theoretical information about public relations.
designs creative advertising campaigns.
outlines theoretical and conceptual background about crisis management, brand management, image management, marketing, corporate communication, etc.
develops communication plans about corporate reputation and image activities.
analyses public relations and advertising activities in the context of communication theories.
describes public relations tools and methods.
examines the persuasion methods for the communication activities.
associates communication with politics, economy, culture and technology.
develops his/her own creative point-of-view for the corporate communication activities.
criticize the brand communication process.
determines the concept for product/service launching.
designs public relations and/or advertising campaigns for businesses.
relates social, technological, cultural and socio-economical developments with his/her intellectual background.
uses technical information for implementing corporate communication acitivities.
operates creative advertising campaigns.
analyses visual and oral communication activities.
evaluates the subjects such as policies of the media institutions, reader/audience profile and network of distribution for providing necessary tools and developing relationships with media people.
prepares necessary public relations and advertising materials for the traditional and digital media environments.
examines the experiences about visual design applications.
uses technological information sources effectively.
completes advanced foreign language level for professional development.
designs and uses the research techniques to analyse the environment in the right way.
operates as a PR specialist in the light of moral and ethical rules for building and developing efficient relationships between corporations and their publics.
develops the ability to think analytically and follows up innovation in the sector.
show solves in group projects for professional and social area actively.
predicts possible various political, economical, social and cultural trends in the society.
discovers sectoral and professional developments and reaches related sources for personal and professional development.
understands the importance of whole-of-life learning.
uses oral and written communication skills effectively to performs his/her profession in private/public sector well.
combines persuasion and communication skills to build credible image about any product, service, idea and/or institution in the mind of public.
develops the ability to think creatively.
extends competency about quality culture, social and cultural values, social responsibilities.
develops various strategies and tactics to build up the bridge between company and its publics as PR specialist.
understand advertising campaigns and process.
discovers traditional and digital/new media and develops effective relations.

Weekly Course Subjects

1	Brand concept, "my brand" concept
2	Brand equity and importance of brand concept : To be a brand but why?
3	Branding (Developing brand): brand positioning, brand name, kinds of brand
4	Brand developing strategies
5	Brand culture, brand image, brand personality, trademark, brand association, co-branding
6	Brand communication: integrated marketing communication, marketing mix and brand
7	Brand equation: brand awareness, expectations, brand loyalty
8	Brand extension, brand extension strategies
9	Product placement
10	Perception maps
11	Brand management in Turkey
12	Brand management in global market
13	Case studies in Turkey
14	Case studies in global market

Resources

Aaker, D. A. (2012). Building Strong Brands. Simon and Schuster.

Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.

Kapferer, J. N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan Page.

Chernatony, L., McDonald, M. (2013). Creating Powerful Brands. Routledge.

Moorman, C., van Heerde, H. J. (2018). The Routledge Companion to Contemporary Brand Management. Routledge.

Aktuğlu, Işıl K. ‘Marka Yönetimi: Güçlü ve Başarılı Markalar İçin Temel İlkeleri’, İletişim Yayınları, 2011.

Kotler, Philip, and G. Armstrong. Marketing management, analysis, planning, implementation, and control, Philip Kotler. London: Prentice-Hall International, 1994.

CLASS 1

CLASS 2

CLASS 3

CLASS 4

Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

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