| Course Code: | HIR012 | ||||
| Course Name: | Brand Management and Communication | ||||
| Semester: |
Fall |
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| 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: | Face to face | ||||
| Course Coordinator: | Araş. Gör. AZİZ ARSLAN | ||||
| Course Lecturer(s): | Merve Üstündağ Eralp | ||||
| Course Assistants: |
| Course Objectives: | VI. Gain basic information about brand concept, development and importance. VII. Provide the necessary information and evaluation skills about brand identity, protection and strategies. VIII. Show the importance and impact of the brand in terms of consumers and businesses. IX. Gain control of the processes of brand creation and protection. X. Gain the ability to understand and apply brand communication strategies. |
| Course Content: | The course includes the development of the brand concept, brand identity, brand architecture, the importance of the brand for consumers and businesses, positioning strategies, management process, brand equity and its elements, brand strategies, brand communication elements and topics that explain the brand's place in new media. |
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The students who have succeeded in this course;
1) I. Understand the importance of being a brand and establish its relationship with other fields. 2) II. Understand the impact of brand communication on consumers and apply the right communication strategies 3) By making the distinction between brand and product, he/she can provide the necessary importance and management to the brand concept. 4) IV. Can take part in the brand building process. 5) V. Can provide management and communication of new media and traditional media dimensions of the brand. |
| Week | Subject | Related Preparation |
| 1) | Brand Loyalty and Approaches | |
| 1) | Student Work Stage III | |
| 1) | Brand and Conceptual Development and History of the Brand | |
| 2) | Brand Identity and Brand Identity Planning | |
| 3) | Brand Architecture and Models and Student Work Stage I | |
| 4) | İmportance of Branding and student work | |
| 5) | Brand Positioning and Strategies | |
| 6) | Brand Management Process and Stages | |
| 7) | Brand Equity and Elements and Student Work Stage II | |
| 9) | Brand Management and Consumer Behavior | |
| 10) | Branding Strategies | |
| 12) | Brand Communication and Elements | |
| 13) | Brand Communication Elements and Strategies | |
| 14) | Branding and New Media and Student Work Stage IV |
| Course Notes / Textbooks: | NURHAN BABÜR TOSUN, MARKA YÖNETİMİ, BETA YAYINLARI,2014 |
| References: | ders notları |
| Course Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
|---|---|---|---|---|---|
| Program Outcomes |
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution |
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 4 | % 40 |
| Final | 1 | % 60 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 14 | 84 |
| Homework Assignments | 6 | 18 |
| Final | 1 | 18 |
| Total Workload | 120 | |