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MEDIA AND BRAND MANAGEMENT STRATEGIES PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
MIY433 MEDIA AND BRAND MANAGEMENT STRATEGIES 5 3 3 5

GENERAL INFORMATION

Language of Instruction : Turkish
Level of the Course Unit : , TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course : Elective
Mode of Delivery of the Course Unit -
Coordinator of the Course Unit
Instructor(s) of the Course Unit
Course Prerequisite No

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: The aim of this course is to provide the students with the information about brand management by correctly understanding the brand concept.
Contents of the Course Unit: The content of the course covers the concepts related to the brand and the strategic brand management process in different dimensions and covers the investigations carried out within the framework of case studies.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Explain the basic concepts of brand.
Show the impact of the brand in purchasing decision in consumers.
Analyze the process of corporate and global brand management.
Compare the visual and auditory elements of the brand.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 - Brand concept Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
2 Reading books, preparing presentations, creating debating content, social media tracking. The importance of the brand in terms of marketing. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
3 Reading books, preparing presentations, creating debating content, social media tracking. Brand related concepts and trademark registration. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
4 Reading books, preparing presentations, creating debating content, social media tracking. Planning of strategic brand management process. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
5 Reading books, preparing presentations, creating debating content, social media tracking. Brand equilibrium and brand loyalty. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
6 Reading books, preparing presentations, creating debating content, social media tracking. Other brand equivalents: Brand identity, brand personality, brand image. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
7 Reading books, preparing presentations, creating debating content, social media tracking. Branding strategies. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
8 - MID-TERM EXAM -
9 Reading books, preparing presentations, creating debating content, social media tracking. Visual and audio elements of the brand. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
10 Reading books, preparing presentations, creating debating content, social media tracking. Brand communication. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
11 Reading books, preparing presentations, creating debating content, social media tracking. Corporate brand management. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
12 Reading books, preparing presentations, creating debating content, social media tracking. Global brand management. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
13 Reading books, preparing presentations, creating debating content, social media tracking. A brand renaissance: the brand under the influence of digital. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
14 Reading books, preparing presentations, creating debating content, social media tracking. Marketing program. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
15 Reading books, preparing presentations, creating debating content, social media tracking. Case studies. Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students.
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Batı, U. (2013). Stratejik Marka Yönetimi, Brandage Publications, İstanbul
Babür Tosun, N. (2014). Marka Yönetimi. Beta Publications.
Kapferer, J. (2012).The New Strategic Brand Managament, Koganpage

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Define the basic concepts of aeronautical standards and rules. (Bloom 1)
0

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Organize teamwork during the collection, interpretation, announcement and application of data related to the field. (Bloom 6)
0

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Perform theoretical and practical knowledge related to his/her field in business life using analytical methods and modeling techniques. (Bloom 4)
0
2
Choose updated documents, modern techniques and tools required for maintenance applications. (Bloom 2)
0
3
Use maintenance manuals and other sources of information in business life to obtain information about the field
0
4
Determine the actualities of all technical and administrative documents related with the field. (Bloom 1)
0

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use computer software, information and communication technologies at the level required by the field
0
2
Interpret the sketches, scheme, graphics that describe the subject. (Bloom 2)
0

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Develop solutions for problems faced during application. (Bloom 6)
0

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Determine the learning requirements related with his/her field. (Bloom 3)
0
2
Use the lifelong learning principles in occupational development. (Bloom 3)
1

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Apply the technical drawing knowledge effectively in business life. (Bloom 3)
0
2
By informing the relevant persons and institutions about the related field; state his / her thoughts and suggestions for solutions in the field.
0
3
Debate his/her ideas and solution suggestions with experts by supporting them with quantitative and qualitative data. (Bloom 2)
0
4
Participate in training related to the field at international level. (Bloom 3)
0
5
Organize activities for the professional development of employees under his/her responsibility. (Bloom 6).
0

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the knowledge and skills obtained during undergraduate education in work life. (Bloom 3)
0
2
Solve the problems encountered in his/her field. (Bloom 3)
0
3
Apply the necessary culture of behavior in the areas of quality management and processes and environmental protection and occupational safety (Bloom 3)
0
4
Locate the awareness of safety factor to himself and to the team. (Bloom 1
0

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT

Workload for Learning & Teaching Activities

Type of the Learning Activites Learning Activities (# of week) Duration (hours, h) Workload (h)
Lecture & In-Class Activities 14 3 42
Preliminary & Further Study 13 2 26
Land Surveying 0 0 0
Group Work 0 0 0
Laboratory 0 0 0
Reading 0 0 0
Assignment (Homework) 0 0 0
Project Work 0 0 0
Seminar 0 0 0
Internship 0 0 0
Technical Visit 0 0 0
Web Based Learning 0 0 0
Implementation/Application/Practice 0 0 0
Practice at a workplace 0 0 0
Occupational Activity 0 0 0
Social Activity 0 0 0
Thesis Work 0 0 0
Field Study 0 0 0
Report Writing 0 0 0
Final Exam 1 1 1
Preparation for the Final Exam 7 4 28
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 5 6 30
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 41 0 128
Total Workload of the Course Unit 128
Workload (h) / 25.5 5
ECTS Credits allocated for the Course Unit 5,0