ISTINYE UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
Course Introduction and Application Information
| Course Code: | JOB146 | ||||
| Course Name: | EYÜP SABRİ TUNCER Turkey's Centennial Brands | ||||
| Semester: | Spring | ||||
| Course Credits: |
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| Language of instruction: | Turkish | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Departmental Elective | ||||
| Course Level: |
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| Mode of Delivery: | E-Learning | ||||
| Course Coordinator: | Prof. Dr. HASİP PEKTAŞ | ||||
| Course Lecturer(s): | Hatice Öz Pektaş | ||||
| Course Assistants: |
Course Objective and Content
| Course Objectives: | The aim of this course is to analyze the historical development, corporate identity structures, communication strategies, and social impact of brands that have existed in Turkey for over a century. The course also aims to help students understand local branding dynamics and connect with national cultural heritage. |
| Course Content: | Branding from the Ottoman Empire to the Republic, industrialization and consumer culture in Turkey, development processes of long-lasting brands, family businesses and institutionalization, brand heritage and cultural identity, nostalgia and trust in advertising, case studies of Turkey’s oldest brands (e.g. Hacı Bekir, Şifa Pharmacy, Arçelik, Ziraat Bank), global competition of local brands, and sustainable branding strategies. |
Learning Outcomes
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The students who have succeeded in this course;
1) The student can explain the historical and cultural context of century-old brands in Turkey. 2) The student can analyze the concept of brand heritage and evaluate its contribution to national identity. 3) The student can interpret the strategies of long-lasting brands and adapt them to contemporary brand management practices. |
Course Flow Plan
| Week | Subject | Related Preparation |
| 1) | Introduction and Conceptual Framework | - |
| 2) | Commercial Culture and Branding in the Ottoman Empire | - |
| 3) | Industrialization and Brands in the Republican Era | - |
| 4) | From Family Businesses to Corporate Structures | - |
| 5) | Brand Heritage and Cultural Identity | - |
| 6) | Turkey’s Oldest Brands I (Hacı Bekir, Rebul, etc.) | - |
| 7) | Turkey’s Oldest Brands II (Ziraat Bank, Arçelik, etc.) | - |
| 8) | Nostalgia and Trust in Advertising | - |
| 9) | Corporate Identity, Logo and Packaging Evolution | - |
| 10) | Global Competition of Local Brands | - |
| 11) | Brand Resilience in Times of Crisis | - |
| 12) | Sustainable Brand Strategies | - |
| 13) | Student Presentations I: Selected Brand Analyses | - |
| 14) | Student Presentations II and Final Evaluation | - |
Sources
| Course Notes / Textbooks: | Türkiye’nin Yüzyıllık Markaları – Capital Dergisi & Türkiye Marka Derneği Yayınları |
| References: | Marka Vakaları – Harvard Business Review Türkçe Ahmet Hamdi Tanpınar’dan “Beş Şehir” |
Course - Program Learning Outcome Relationship
| Course Learning Outcomes | 1 |
2 |
3 |
|---|---|---|---|
| Program Outcomes |
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution |
Assessment & Grading
| Değerlendirme Yöntemleri ve Kriterleri | Number of Activities | Level of Contribution |
| Midterms | 1 | % 40 |
| Final | 1 | % 60 |
| total | % 100 | |
Workload and ECTS Credit Calculation
| Activities | Number of Activities | Preparation for the Activity | Spent for the Activity Itself | Completing the Activity Requirements | Workload | ||
| Course Hours | 14 | 5 | 3 | 112 | |||
| Midterms | 1 | 4 | 2 | 6 | |||
| Final | 1 | 4 | 2 | 6 | |||
| Total Workload | 124 | ||||||