In today's society, the emotional bond with the consumer has gained importance rather than the product benefit in brand communication. While developing the communication strategy, it is aimed to bring the brand to the position of community leaders by attributing human characteristics and emotions. In this course, it is aimed for students to learn all aspects of community management, from the concept of leadership developed with the industrial revolution to brand positioning in digital, together with cases.
Prerequisite(s)
Course Code Course Name…
Corequisite(s)
Course Code Course Name…
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)
Lecturer Betül Acar, Lecturer Betül Acar
Course Assistant(s)
Schedule
Monday, 16:00-18:45, Ataköy Campus Ats and Desing Faculty AKB11
Office Hour(s)
Monday, 14:00-15:00, Ataköy Campus Ats and Desing Faculty AKB11
Teaching Methods and Techniques
- Prof. Dr. Çiğdem Kağıtçıbaşı, Doç. Dr. Zeynep Cemalciler Dünden Bugüne İnsan ve İnsanlar, Evrim Yayınları, 2010
- Zygmun Bauman, Akışkan Modern Dünyada Kültür, Atıf Yayınları, 2015
- Guy Debord, Gösteri Toplumu, Ayrıntı Yayınları, 2016
Principle Sources
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Other Sources
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Course Schedules
Week
Contents
Learning Methods
1. Week
Development of new communication technologies
Verbal lecture
2. Week
Development of community psychology
Verbal lecture
3. Week
Culture and consumption
Verbal lecture
4. Week
Industrial Revolution, Development of Marketing and Leadership Approaches
Verbal lecture
5. Week
Brand and its Building Blocks
Verbal lecture
6. Week
Brand Strategy, Insight and Audience
Verbal lecture
7. Week
Ara Sınav
Ara Sınav
8. Week
Building a Brand Culture
Verbal lecture
9. Week
The Concept of Leadership and Leadership Models - Leadership and Brand Culture
Verbal lecture
10. Week
Media Features and Community Management in Digital Channels
Verbal lecture
11. Week
Community Management in Digital Channels
Verbal lecture
12. Week
Community Management through Brand Culture in Digital Media
Verbal lecture
13. Week
Netnography- Data Collection in Community Management
Verbal lecture
14. Week
Final Sınavı
Final Sınavı
15. Week
16. Week
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
The students will be able to define all kinds of concepts related to communication, new media, art and culture (New media and communication)
PO-2
The students will be able to understand the historical developments of communication and new media issues, as cultural, social, and technological change depending on the areas of related changes. They will be able to evaluate the results.
PO-3
The students will be able to follow technological, cultural, and social changes and apply them to their fields
PO-4
The students will be able to analyze and evaluate the new media and communication issues and criticize them by interpreting their understanding.
PO-5
The students will be able to produce scientific content by researching and analyzing theoretical and conceptual issues related to new media and communication fields with a scientific approach
PO-6
The students will be able to manage time and resources effectively by improving content production and management skills on digital platforms.
PO-7
The students will be able to develop detailed and necessary knowledge in specific areas of expertise such as internet journalism, digital marketing, digital advertising, new media programming, and public relations in social media.
PO-8
The students can produce original works in various fields, such as digital animation, digital photography, interactive media design, digital game design, and application design.
PO-9
The students will be able to understand artistic works by following current and digital works of art.
PO-10
The students will be able to create strategies for institutions in social media platforms and put them into practice.
PO-11
The students will be able to put their creative ideas into practice in digital platforms and produce multimedia projects.
PO-12
The students will be able to use the necessary tools and equipments in their profession in the right place and at the right time, and relate the theoretical knowledge they have acquired to the sector practices.
PO-13
The students will be able to produce by working in a disciplined, planned and creative manner.
PO-14
The students will be able to produce projects in various competitions, exhibitions, panels, biennials and seminars etc. in national and international areas.
PO-15
The students will be able to provide solutions to the problems encountered in the communication process and will be able to use the initiative related to the topic.
Learning Outcomes
LO-1
I. Knows the important topics related to brand communication
LO-2
II. Knows social media platforms
LO-3
III. Knows the relationship between brand communication and social media
LO-4
IV. Can establish the relationship between brand communication strategy and new communication technologies
LO-5
V. Interpret the future of brand communication and community management relationship
