In today's market environment where competition continues to grow rapidly, corporations are striving to differentiate their brands. It is the aim of the course to deal with all aspects of reputation management which is an important concept in which brand can make differentiation.
Prerequisite(s)
-
Corequisite(s)
-
Special Requisite(s)
-
Instructor(s)
Lecturer Cihan Sercan Çakır
Course Assistant(s)
Schedule
-Thursday, 11.00-12.45, Ataköy Campus, Faculty of Art and Design. AK ZD4 Classroom.
Office Hour(s)
-Thursday, 13.00-14.00, Ataköy Campus, Faculty of Art and Design. Cats Virtual Room
Teaching Methods and Techniques
-The course will be processed as 100% Synchronous in virtual classrooms opened in Istanbul Kültür University Cats System.
-Lecture, Case studies, Class discussion
Principle Sources
Other Sources
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Course Schedules
Week
Contents
Learning Methods
1. Week
Explanation of brand concept
Verbal lecture
2. Week
The historical development of the brand and the importance of branding today
Verbal lecture
3. Week
Describing brand identity and brand image concepts in the context of brand positioning
Verbal lecture
4. Week
Transfer of brand preference, brand loyalty and brand value concepts in the context of brand positioning
Verbal lecture
5. Week
Giving information about the concept of brand management and basic principles of brand management
Verbal lecture
6. Week
Describe basic branding strategies
Verbal lecture
7. Week
Midterm
Midterm
8. Week
Disclosure of reputation concept
Verbal lecture
9. Week
Discussion of the relationship between brand value and reputation
Verbal lecture
10. Week
Explaining reputation management
Verbal lecture
11. Week
Transfer of the principle of reputation management in terms of basic principles and brands
Verbal lecture
12. Week
Describe reputation management within the concept of corporate reputation
Verbal lecture
13. Week
Transition of global reputation management
Verbal lecture
14. Week
Giving information about measurement, monitoring and evaluation of corporate reputation
Verbal lecture
15. Week
Evaluation
Evaluation
16. Week
Evaluation
Evaluation
17. Week
Evaluation
Evaluation
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
Students will be able to recognize and interpret the brand and corporate reputation link.
LO-2
Students will be able to comprehend the corporate, sectoral and social values of brand and reputation management.
LO-3
Students will be able to observe the direct and indirect effects of branding and corporate image in creating surplus value.
LO-4
Students will be able to recognize the importance of the brand communication in the competitive environment.
LO-5
Students will be able to define permanent and sustainable communication processes with target audience in brand and reputation management.
