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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 Face to face
Coordinator of the Course Unit Assoc.Prof.Dr. ŞÜKRAN GÜZİN ILICAK AYDINALP
Instructor(s) of the Course Unit Assoc.Prof.Dr. ŞÜKRAN GÜZİN ILICAK AYDINALP

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 - Introduction to course, its general framework and importance -
2 - Definition of brand, Definition of corporate identity importance of brand and corporate identity -
3 - Development of marketing and brand in history -
4 - Market analysis and marketing targets -
5 - Consumer behaviour, creation of corporate identity and branding -
6 - Brand in corporate communication strategy -
7 - Branding strategy for marketing targets -
8 - MID-TERM EXAM -
9 - Segmentation 1 -
10 - Segmentation 2 -
11 - Media planning in brand management, brand value and its evulation -
12 - New media and branding and corporate identity -
13 - Rising brands -
14 - Brand and crisis -
15 - General review -
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Ilicak Aydinalp, S. G. (2014). Imaj Uretimi. Nobel Akademik Publications
Maral, P. S. (2011). Kurumsal Kimlik ve Marka. Detay Publications
Tosun, N. B. (2010). Marka Yonetimi. Beta Publications
Birkigt, G., Funck, H. J., Stadler, M. (1998). Corporate identity. MI Wirtschaftsbuch.

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