Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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HIT338 | CORPORATE IMAGE MANAGEMENT | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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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 : | Elective |
Mode of Delivery of the Course Unit | - |
Coordinator of the Course Unit | Assoc.Prof. SARP BAĞCAN |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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Objectives of the Course Unit: | The aim of the course is to create the student's planning ability in the image creation process by introducing general concepts about image. |
Contents of the Course Unit: | The course includes topics such as explaining the concept of image, listing the elements of the image, defining image types, sampling the factors affecting the corporate image, interpreting the contribution of image management to consumers and corporations, evaluating the image and reality connection. |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
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Classifies at least 5 of the definitions for corporate image |
Explains at least 4 of the corporate image elements correctly |
Analyzes the concepts of image formation. |
Compares the image desired by the corporations with the image (image gap) formed in the target audiences. |
Explain the importance of media tools in the context of image formation and compare media tools in terms of their importance. |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
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Week | Preparatory | Topics(Subjects) | Method |
1 | Literature Review | Presentation of Course Content | Lecture & Question and Answer |
2 | Literature Review | Personality, corporate personality, culture, corporate culture 1 | Lecture & Question and Answer |
3 | Literature Review | Personality, corporate personality, culture, corporate culture 2 | Lecture & Question and Answer |
4 | Literature Review | Corporate Culture Elements and types of corporate culture | Lecture & Question and Answer |
5 | Literature Review | Identity and Corporate Identity | Lecture & Question and Answer |
6 | Literature Review | Image concept and corporate image 1: Functions of image | Lecture & Question and Answer |
7 | Literature Review | Image concept and corporate image 2: Factors affecting the continuity of the image and the contribution of the corporate image to the target audiences and the corporations | Lecture & Question and Answer |
8 | - | MID-TERM EXAM | - |
9 | Literature Review | Image Types | Lecture & Question and Answer |
10 | Literature Review | Image and reality relationship / Image gap | Lecture & Question and Answer |
11 | Literature Review | Reputation and Corporate Reputation | Lecture & Question and Answer |
12 | Literature Review | Digital media and image 1: Transformation of communication media | Lecture & Question and Answer |
13 | Literature Review | Digital media and image 2: Functional features of digital media and image | Lecture & Question and Answer |
14 | Literature Review | Digital media and image 3: Digital media platforms used by corporations in the context of image formation and maintenance | Lecture & Question and Answer |
15 | Literature Review | The Importance of Image in the Context of Excellence in Management | Lecture & Question and Answer |
16 | - | FINAL EXAM | - |
17 | - | FINAL EXAM | - |
SOURCE MATERIALS & RECOMMENDED READING |
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Ilıcak Aydınalp, Ş. G. (2014). İmaj Üretimi. Ankara: Nobel Akademik Yayıncılık |
Tuzla, R. (2018). Kurumsal İmaj Yönetimi. Konya: Literatürk Akademia |
Abratt, R. (1989). A new approach to the corporate image management process. Journal of marketing management, 5(1): 63-76. |
Gray, E. R. ve Balmer, J. M. (1998). Managing corporate image and corporate reputation. Long range planning, 31(5): 695-702. |
Bulduklu, Y.(2015).İmaj Yönetimi. İstanbul: İnkılap |
Robins, K. (2013). İmaj. Ayrıntı Yayınları |
Savaş, S. (2020). İmaj üretiminde dijital medya'nın rolü: Kurumların oluşturmaya çalıştıkları imajın tüketiciye ne oranda yansıdığına yönelik bir çalışma. İstanbul Üniversitesi, Yayınlanmamış Doktora Tezi. |
Ali, H. Y., Danish, R. Q., ve Asrar‐ul‐Haq, M. (2020). How corporate social responsibility boosts firm financial performance: The mediating role of corporate image and customer satisfaction. Corporate Social Responsibility and Environmental Management, 27(1), 166-177. |
Ageeva, E., Melewar, T. C., Foroudi, P., Dennis, C., & Jin, Z. (2018). Examining the influence of corporate website favorability on corporate image and corporate reputation: Findings from fsQCA. Journal of Business Research, 89, 287-304. |
ASSESSMENT |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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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.
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2 | |||||
2 |
List the main features of communication in items.
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3 | |||||
3 |
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
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3 |
KNOWLEDGE |
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Factual |
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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.
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3 | |||||
2 |
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
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2 | |||||
3 |
Tell the basic concepts of public relations and advertising in detail.
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3 |
SKILLS |
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Cognitive |
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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.
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3 | |||||
2 |
Use the leadership, communication and presentation skills in occupational events.
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5 |
SKILLS |
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Practical |
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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.
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4 | |||||
2 |
Write press releases for the purpose of introducing the institution he/she works at or owns.
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4 | |||||
3 |
Create communication programs within the public relations and advertising campaign.
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3 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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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.
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5 |
OCCUPATIONAL |
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Learning to Learn |
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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.
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5 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use communication techniques in the right place, environment and time.
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5 |
OCCUPATIONAL |
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Occupational and/or Vocational |
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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.
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3 |
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 | 2 | 28 |
Land Surveying | 0 | 0 | 0 |
Group Work | 0 | 0 | 0 |
Laboratory | 0 | 0 | 0 |
Reading | 14 | 3 | 42 |
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 | 1 | 7 | 7 |
Mid-Term Exam | 1 | 1 | 1 |
Preparation for the Mid-Term Exam | 1 | 6 | 6 |
Short Exam | 0 | 0 | 0 |
Preparation for the Short Exam | 0 | 0 | 0 |
TOTAL | 46 | 0 | 127 |
Total Workload of the Course Unit | 127 | ||
Workload (h) / 25.5 | 5 | ||
ECTS Credits allocated for the Course Unit | 5,0 |