There will be 6 virtual companies in the classroom. (As the class size is 60, there will be min 8 - max 11 people in each company.)
Whatsapp group will be created.
Sector selection will be made. Each company will have a USB stick and presentations will be stored every week.
The subject of each week will be prepared and presented by 1 person from each group. (Company information in the form of 2-3 slides, mission, vision, values, etc.) Total 10 presentations and each student will make one presentation.
New slides will be added to the same presentation each week and the total presentation will be noted at the end of the semester.
The mid-term exam will take notes from where the project has been received until that week. The grade given to the total project will be given exactly to all students in the group.
The final exam will be conducted by presenting the projects of the companies to the sector officials.
Students in the company (Groups) that prepare projects approved by the sector officials will be exempt from the theoretical examination.
Non-approved groups will be subjected to a theoretical examination.
Prerequisite(s)
None.
Corequisite(s)
None.
Special Requisite(s)
None.
Instructor(s)
LecturerHakan Okay
Course Assistant(s)
Schedule
Monday, 15:00-16:45, Ataköy Campus, 4B-07-09
Office Hour(s)
Monday, 15:00-16:45, Ataköy Campus, 4B-07-09
Teaching Methods and Techniques
This unit uses lectures (each lasting 1,5 hour) to develop students' achievement of the defined objectives. The teaching approach consists of analysing branding strategies and brand portfolio management theory with historic and current examples.
Principle Sources
–Aaker, David A. Güçlü Markalar Yaratmak, İstanbul:MediaCat, 2009.
– Aaker, David A. Marka Portföy Stratejisi , İstanbul:MediaCat,
Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector.
PO-2
To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field.
PO-3
By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements.
PO-4
They will observe the technological, cultural and social improvements and will be able to practice these changes in the field.
PO-5
They will be able to analysis the subjects they read, perceived and understand.
PO-6
Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works.
PO-7
By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies.
PO-8
By improving their skills on management and leadership they will be able organize their time and sources effectively.
PO-9
They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy.
PO-10
Students will generate communication strategy in certain subjects and realize every related works.
PO-11
They will work creatively, freely and flexibly in their personal lines.
PO-12
Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways.
PO-13
During a relation with target group in a work they will be promoters who are encouraging the team work.
PO-14
Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time.
PO-15
They will improve solutions to problems in the communication process and able to use their initiatives.
Learning Outcomes
LO-1
Will be able to remember the definition and concept of branding.
LO-2
Will be able to set a link between strategical consistency and the success of brands.
LO-3
Will be able to consider how to manage the brands in a system to create a sinergy.
LO-4
Will be able to express the strategical importance of brand roles and sub-brand roles in a brand portfolio.
LO-5
Will be able to formulate and practice brand leverage with examples.
LO-6
Will be able to categorize brands along the brand architecture.
