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	Assoc.Prof. SARP BAĞCAN
Instructor(s) of the Course Unit	Assoc.Prof. SARP BAĞCAN
Course Prerequisite	No

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

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