Course Code	Semester	Course Name	LE/RC/LA	Course Type	Language of Instruction	ECTS
SYİ 0319		Brand Communication	2/0/0	DE		4

Course Goals	To understand and practice how to analyse and manage a brand with its components, based on Aakers brand identity analysis model.
Prerequisite(s)
Corequisite(s)
Special Requisite(s)
Instructor(s)
Course Assistant(s)
Schedule
Office Hour(s)
Teaching Methods and Techniques	Lecture discussion
Principle Sources	- David Aaker, Building Strong Brands, Free Pres, 1996. - Al&Laura Ries,  Marka Yaratmanın 22 Kuralı, Mediacat, 2000. - Işıl Karpat Aktuğlu, Marka Yönetimi, İletişim, 2004. - Jack Trout, Konumlandırma Stratejileri, Optimist, 2005. - Neil Duffy, Aşkla Yaratılan Markalar, MediaCat, 2005. - Duane E. Knapp, Marka Aklı, Mediacat, 2002. - Alycia Perry / David Wisnom,  Markanın DNA’sı, Mediacat, 2005. - Ferruh Uztuğ, Markan Kadar Konuş, Mediacat, 2003. - Güven Borça, Bu Topraklardan Dünya Markası Çıkar Mı?, Mediacat, 2002. - Martin Lindstrom, Duyular ve Marka,  Optimist, 2006. - Douglas B. Holt, İkon Markalar, MediaCat, 2006.
Other Sources	-

Course Schedules
Week	Contents	Learning Methods
1. Week	History of branding	Verbal Lecture
2. Week	Brand definition and context	Verbal Lecture
3. Week	Brand identity planning model: Brand Analysis	Verbal Lecture
4. Week	Brand identity planning model: Brand Identity	Verbal Lecture
5. Week	Brand identity planning model: Brand Positioning I	Verbal Lecture
6. Week	Brand identity planning model: Brand Positioning II	Verbal Lecture
7. Week	Midterm exam.	Midterm exam.
8. Week	Brand naming	Verbal Lecture
9. Week	Brand icons and symbols I	Verbal Lecture
10. Week	Brand icons and symbols I	Verbal Lecture
11. Week	Brand equity models	Verbal Lecture
12. Week	Assignment presentation	Project
13. Week	Case analysis	Case study
14. Week	Case analysis	Case study
15. Week	Assessment	Assessment
16. Week	Assessment	Assessment
17. Week	Assessment	Assessment

Assessments
Evaluation tools	Quantity	Weight(%)

Program Outcomes PO-1 Students will acquire knowledge about materials and techniques of art and art management. PO-2 Students will acquire enough knowledge of art history to recognise historical examples, periods, movements and artists in terms of style, subjects, material and techniques. PO-3 Students will have knowledge of ethics. PO-4 Students will be knowledgeable about institutional structuring and processes of Art Management. PO-5 Students will be able to design and manage a project considering the conditions of time and space. PO-6 Students will acquire basic knowledge of advertisement and public relations. PO-7 Students will be able to identify and deal with the problems regarding their fields. They will be able to design things that associate these problems with global and regional ones. PO-8 Student will have basic knowledge about administration and will bw able to associate this with art management. PO-9 Student will be open to new ideas and novelties. PO-10 Students will be able to recognise important art institutions and activities in Turkey and around the world. PO-11 Students will be able to configure production of art in an economic way considering the balance of supply and demand. PO-12 Students will be able to configure production of art in a cultural way considering the balance of supply and demand. PO-13 Students will be aware of the importance of library and archives studies and will be knowledgeable about research methods. PO-14 Students will acquire an analytic approach towars the subdisciplines art management. PO-15 Students will be knowledgeable about legal arrangements and procedures of art and art management.

Learning Outcomes LO-1 Will be able to evaluate the importance of product attributes in creating a brand image LO-2 Will be able to understand and practice brand analysis LO-3 Will be able to understand and practice brand positioning

Course Assessment Matrix:

PO 1

PO 2

PO 3

PO 4

PO 5

PO 6

PO 7

PO 8

PO 9

PO 10

PO 11

PO 12

PO 13

PO 14

PO 15