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CORPORATE IDENTITY AND BRAND MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
HIT305 CORPORATE IDENTITY AND BRAND MANAGEMENT 5 4 3 8

GENERAL INFORMATION

Language of Instruction : Turkish
Level of the Course Unit : BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course : Compulsory
Mode of Delivery of the Course Unit -
Coordinator of the Course Unit Assist.Prof.Dr. SARP BAĞCAN
Instructor(s) of the Course Unit Assist.Prof.Dr. SARP BAĞCAN

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: This course aims to provide the students with an understanding of the corporate identity and brand processes that have an important role in today's business life and to create the necessary infrastructure to create brand.
Contents of the Course Unit: Contents of the course include the subjects as in definition of brand, definition of corporate identity concept, definition of corporate identity, Evaluating the importance of brand and identity in terms of business, listing brand creation and management steps, brand creation.

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

List at least 3 of the components of the corporate identity
Interpret the positioning strategies of brands in the market
Analyze the connection between the corporate philosophy and the brand perceptions of enterprises through the samples
Compare the communication strategies of competing brands in the market based on duplex symmetric communication
Discuss the process of creating identity with corporate culture, corporate philosophy, corporate identity and institutional appearance
Create a brand in economic and social processes and create a corporate identity for an organization

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 Reading the related subject in the coursebook Corporation, Corporatization and Corporate Communication Lecture & Question-Answer
2 Reading the related subject in the coursebook Strategic Management and Planning Lecture & Question-Answer
3 Reading the related subject in the coursebook Corporate Identity, Corporate Image Lecture & Question-Answer
4 Reading the related subject in the coursebook Brand and its Strategic Importance Lecture & Question-Answer
5 Reading the related subject in the coursebook Marketing Environment and its Evaluation Lecture & Question-Answer
6 Reading the related subject in the coursebook Marketing Management Process Lecture & Question-Answer
7 Literature review & Case study General Review Lecture & Question-Answer & Practical Study
8 - MID-TERM EXAM -
9 Reading the related subject in the coursebook Brand Management, Branding Strategies Lecture & Question-Answer
10 Reading the related subject in the coursebook Brand Image, Brand Identity, Brand Personality Lecture & Question-Answer
11 Reading the related subject in the coursebook Brand Positioning Lecture & Question-Answer
12 Reading the related subject in the coursebook Brand Loyalty, Value and Measurement Lecture & Question-Answer
13 Reading the related subject in the coursebook Expansion of the Brand and Product Line Lecture & Question-Answer
14 Literature review & Case study Brand Communication Practices Lecture & Question-Answer & Practical Study
15 Literature review & Case study General Review Lecture & Question-Answer & Practical Study
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Tosun, N. B. (2020). Marka Yonetimi, Istanbul: Beta Publications.
Kotler, P. ve Armstrong, G. (2018). Pazarlama Ilkeleri (Translator) A. E. Gegez, Istanbul: Beta Publications.
Peltekoglu, F. B. (2007). Halkla Iliskiler Nedir?, Istanbul: Beta Publications.
Gullupunar, H. (2020). Kurumsal Iletisim Yonetimi, Erzurum: Ataturk University Distance Education Faculty Publication.
Korkmaz, S. (2020). Marka Yonetimi, Erzurum: Ataturk University Distance Education Faculty Publication.
Taskıran, H. B. (t.y.). Marka Iletisimi Yonetimi, Istanbul: Istanbul University Publications.
Erdogan, Z. ve Hall, E. E. (2018). Pazarlama Yonetimi, Eskisehir: Anadolu University Publication.

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
Describe basic communication theories with the knowledge gained in public relations and publicity.
1
2
List the main features of communication in items.
2
3
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
4

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
2
2
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
1
3
Tell the basic concepts of public relations and advertising in detail.
3

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze and evaluate social events at national and international level in the light of current debates.
2
2
Use the leadership, communication and presentation skills in occupational events.
5

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the innovations in the field of communication and important written and oral communication tools related to the field.
3
2
Write press releases for the purpose of introducing the institution he/she works at or owns.
5
3
Create communication programs within the public relations and advertising campaign.
5

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.
5

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate the planning processes of past communication programs, public relations and advertising practices.
5

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use communication techniques in the right place, environment and time.
4

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan communication programs in the awareness of ethical values in the professional work.
5

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 14 3 42
Land Surveying 0 0 0
Group Work 0 0 0
Laboratory 0 0 0
Reading 14 3 42
Assignment (Homework) 1 26 26
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 1 26 26
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 1 12 12
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 1 12 12
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 48 0 204
Total Workload of the Course Unit 204
Workload (h) / 25.5 8
ECTS Credits allocated for the Course Unit 8,0