Description of brand elements and examination of the success of branded products.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
Instructor(s)
Assoc. Prof.Rezal Koç
Course Assistant(s)
Schedule
Monday 09:00-10:45, Ataköy Campus, 1A/03-05
Office Hour(s)
Monday 09:00-10:45, Ataköy Campus, 1A/03-05
Teaching Methods and Techniques
Explanation of the issues and discussion of current examples in projects.
Principle Sources
- İnceoğlu, Metin. Tutum,Algı, İletişim, Ankara: İmaj Yayıncılık.
- Schmitt, Bernd ve Simonson, Alex . Pazarlama Estetiği, İstanbul: Sistem Yayıncılık,2000. - Aktuğlu, Işıl Karpat. Marka Yönetimi, İstanbul: İletişim Yayınları,2009. - Erdil, T.Sabri ve Uzun, Yeşim. Marka Olmak, İstanbul:Beta Yayınları,2010.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Definition of the concept of brand
Verbal Lecture
2. Week
Explanation of brand types and the structure of brand.
Verbal Lecture
3. Week
Explaining the basic elements of the process of creating a brand
Verbal Lecture
4. Week
Examination of the functions of brand.
Verbal Lecture
5. Week
Explanation of the general methods for evaluating brand awareness
Verbal Lecture
6. Week
Explanation of the benefits of using brand; for buyers, sellers and society.
Verbal Lecture
7. Week
Midterm exam.
Midterm exam.
8. Week
Explanation of the concept and basic aspects of brand personality.
Verbal Lecture
9. Week
Examination of the concept of brand image.
Verbal Lecture
10. Week
Explanation of the concept and basic aspects of brand identity.
Verbal Lecture
11. Week
Explanation of brand name strategies.
Verbal Lecture
12. Week
The definition of brand equity and the description of the differences between brand equity and brand value.
Verbal Lecture
13. Week
Explanation of the brand value measurement/evaluation models
Verbal Lecture
14. Week
The concept of brand loyalty and sequencing approaches. Explanation of the elements of brand communication.
Verbal Lecture
15. Week
Assessment
Assessment
16. Week
Assessment
Assessment
17. Week
Assessment
Assessment
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Attendance
14
10
Final Exam
1
50
Program Outcomes
PO-1
They will be able to define all kinds of concepts, especially communication, art and culture, related to Public Relations and Advertisement sectors, develop the theorethical knowledge they have acquired on an expertise level and make use of this knowledge.
PO-2
They will acquire the theoretical equipment necessary for achieving success in public relations and advertisement sectors and support their studies by means of qualitative and quantitative methods related to this area.
PO-3
They will be able to prepare written, oral and visual presentations and assessments both on the Professional field and other subjects to the groups.
PO-4
They will be able to observe technological, cultural and social changes, implement those changes to Public Relations and Advertisement sectors and utilize problem solving and administration skills in interdisciplinary studies by internalizing contemporary, academical and professional approaches related to communication and design.
PO-5
They will have self-disciplined, creative, flexible and independent working careers and be able to organize their thoughts and projects in written, spoken or other forms in an effective and convincing manner.
PO-6
They will be able to carry out projects related to the professional field by paying attention to cultural and ethical values and teach those values to others.
PO-7
They will be able to take the lead in situations, which require solutions related to advertisement and public relations issues, by developing their management and leadership skills and managing their time and sources effectively.
PO-8
They will be able to organize communication strategies related to all kinds of subjects in the Professional field, develop new strategical approaches by taking initiative and produce solutions by taking responsibility.
PO-9
They will be able to manage informatics and communication technologies on an expertise level as required by Public Relations and Advertisement sectors.
PO-10
They will be participant and undertaker collaborators while working with the target groups (customers, consumers, in-house, out-house shareholders etc.) in the workplace environment and have qualifications which support team work. They will be able to utilize the knowledge and skills acquired in the fields of expertise related to public relations and advertisement sectors with a critical point of view.
PO-11
They will be able to bring together the various sources of information by developing their research skills, carry out interdisciplinary (e.g: psychology, sociology etc.), genuine and creative studies and interpret the information acquired from different disciplines.
PO-12
They will be able to reach to a meaningful conclusion by evaluating the theoretical information related to their professional field with a critical point of view and carry out authentic studies.
Learning Outcomes
LO-1
Will be able to be able to identify the differences between products and brands.
LO-2
Will be able to create brand image
LO-3
Will be able to examine the functions of the brand
LO-4
Will be able to be able to measure brand awareness tests
LO-5
Will be able to plan brand creation strategies.
LO-6
Will be able to measure brand value and brand equity.
