DIGITAL BRAND STRATEGIES AND MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
ELT317	DIGITAL BRAND STRATEGIES AND MANAGEMENT	5	3	3	5

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	Assoc.Prof. MUSTAFA ÇANAKÇIOĞLU
Instructor(s) of the Course Unit	Assist.Prof. PINAR BACAKSIZ
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The main purpose of the course is to provide information that can be applied in business life by explaining digital brand concepts and digital brand management strategies in detail.
Contents of the Course Unit:	Basic brand concepts, brand positioning, digital brand concept and brand strategies applied on digital platforms

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Understand the importance of the brand concept in terms of business and marketing management
Gaining brand management skills on digital platforms

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Lesson Preparation	General introduction of the course, syllabus analysis and an overview of the basic concepts of marketing communication.	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
2	Reading lecture notes and researching relevant sources	Brand Concept and Historical Development	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
3	Reading lecture notes and researching relevant sources	Brand mission, vision and SWOT analysis	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
4	Reading lecture notes and researching relevant sources	Brand identity and image	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
5	Reading lecture notes and researching relevant sources	Brand equity, brand awareness and brand loyalty	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
6	Reading lecture notes and researching relevant sources	Brand planning and Target audience analysis	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
7	Reading lecture notes and researching relevant sources	Consumer purchasing behavior	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
8	-	MID-TERM EXAM	-
9	Reading lecture notes and researching relevant sources	Brand concept and its importance on Digital Platforms	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
10	Reading lecture notes and researching relevant sources	Digital brand planning	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
11	Reading lecture notes and researching relevant sources	Digital brand positioning	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
12	Reading lecture notes and researching relevant sources	Digital brand strategies	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
13	Reading lecture notes and researching relevant sources	Brand strategies on social media	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
14	Reading lecture notes and researching relevant sources	Content creation and digital brand image	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
15	Reading lecture notes and researching relevant sources	General Review and Case Analysis	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Dijital yönetim, pazarlama, medya = Digital management, marketing, media yazar: Gökcek, Hande Ayhan [editör.].

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Learns the basic information about electronic commerce.						5
2	Gains awareness about project and risk management skills and the importance of entrepreneurship, innovation and sustainable development.						5

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Follows new generation marketing strategies by learning digital marketing.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Correctly relates the relationship between electronic commerce and information and communication technologies.						5

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Applies the knowledge and skills related to the field, taking into account its social and ethical responsibilities.						5

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Researches developments in science and technology and understands the importance of constantly renewing themselves adopting lifelong learning as a principle.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Gains skills in web and graphic design.		1
2	Has the ability to produce innovative works by learning to use digital tools effectively.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluates the developments in the world from an intellectual perspective in the light of the joint faculty courses taken.					4

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyzes the current e-commerce environment.						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	11	2	22
Land Surveying	0	0	0
Group Work	5	2	10
Laboratory	0	0	0
Reading	7	2	14
Assignment (Homework)	12	1	12
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	1	15	15
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	11	11
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	53	0	128