Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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MIY433 | MEDIA AND BRAND MANAGEMENT STRATEGIES | 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. EMEL TOZLU ÖZTAY |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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Objectives of the Course Unit: | The aim of this course is to provide the students with the information about brand management by correctly understanding the brand concept. |
Contents of the Course Unit: | The content of the course covers the concepts related to the brand and the strategic brand management process in different dimensions and covers the investigations carried out within the framework of case studies. |
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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Explain the basic concepts of brand. |
Show the impact of the brand in purchasing decision in consumers. |
Analyze the process of corporate and global brand management. |
Compare the visual and auditory elements of the brand. |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
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Week | Preparatory | Topics(Subjects) | Method |
1 | - | Brand concept | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
2 | Reading books, preparing presentations, creating debating content, social media tracking. | The importance of the brand in terms of marketing. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
3 | Reading books, preparing presentations, creating debating content, social media tracking. | Brand related concepts and trademark registration. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
4 | Reading books, preparing presentations, creating debating content, social media tracking. | Planning of strategic brand management process. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
5 | Reading books, preparing presentations, creating debating content, social media tracking. | Brand equilibrium and brand loyalty. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
6 | Reading books, preparing presentations, creating debating content, social media tracking. | Other brand equivalents: Brand identity, brand personality, brand image. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
7 | Reading books, preparing presentations, creating debating content, social media tracking. | Branding strategies. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
8 | - | MID-TERM EXAM | - |
9 | Reading books, preparing presentations, creating debating content, social media tracking. | Visual and audio elements of the brand. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
10 | Reading books, preparing presentations, creating debating content, social media tracking. | Brand communication. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
11 | Reading books, preparing presentations, creating debating content, social media tracking. | Corporate brand management. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
12 | Reading books, preparing presentations, creating debating content, social media tracking. | Global brand management. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
13 | Reading books, preparing presentations, creating debating content, social media tracking. | A brand renaissance: the brand under the influence of digital. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
14 | Reading books, preparing presentations, creating debating content, social media tracking. | Marketing program. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
15 | Reading books, preparing presentations, creating debating content, social media tracking. | Case studies. | Presentation and expression. Prepairing and presenting powerpoint presentations and having debates about the lesson topic by all students. |
16 | - | FINAL EXAM | - |
17 | - | FINAL EXAM | - |
SOURCE MATERIALS & RECOMMENDED READING |
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Batı, U. (2013). Stratejik Marka Yönetimi, Brandage Publications, İstanbul |
Babür Tosun, N. (2014). Marka Yönetimi. Beta Publications. |
Kapferer, J. (2012).The New Strategic Brand Managament, Koganpage |
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 |
Explain the basic concepts in the field and the basic disciplines arising from these concepts.
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4 | |||||
2 |
Compare current theories in the field and communication theories.
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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 |
Solve problems related to the field by identifying problems related to the field.
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2 | |||||
2 |
Compares the information and facts in the field with the fields of social sciences such as Sociology, Journalism, Television and Media.
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5 |
SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
By graduating from this department, conduct analysis in fields like public relations, advertisement and marketing.
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3 | |||||
2 |
Using field knowledge, identify and solve problems related to field.
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2 |
SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Apply the projects in line with the field of campaign analysis, in line with the communication plan to be prepared.
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1 | |||||
2 |
By using theoretical and practical knowledge gained in his field, solve the problems of public relations and advertising industry.
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2 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Taking part in public relations campaigns and advertising projects, implements the duties assigned to them within the team.
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3 | |||||
2 |
Create original and innovative strategies by approaching the field dynamics creatively and critically with an integrated viewpoint.
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1 | |||||
3 |
Designs a communication plan by taking responsibility in case of problems related to the field.
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0 |
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 |
Describe creative production, presentation and persuasion techniques to support the professional expertise.
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3 | |||||
2 |
Analyze the developments, changes and innovations in his field and gices an example.
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4 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Effectively explain his/her opinion in the context of advertising, public relations, marketing, etc. to related persons and institutions in writing and verbal.
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2 | |||||
2 |
Designs projects and activities for the social environment in which they live with the consciousness of social responsibility.
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0 |
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 |
Determine career goals by establishing cooperation with the sector in line with the information he/she has.
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4 | |||||
2 |
Analyze and interpret the social and global impacts of issues related with communication.
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3 | |||||
3 |
Design new knowledge and techniques using technical and theoretical knowledge and skills related to his / her field.
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0 |
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 | 13 | 2 | 26 |
Land Surveying | 0 | 0 | 0 |
Group Work | 0 | 0 | 0 |
Laboratory | 0 | 0 | 0 |
Reading | 0 | 0 | 0 |
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 | 7 | 4 | 28 |
Mid-Term Exam | 1 | 1 | 1 |
Preparation for the Mid-Term Exam | 5 | 6 | 30 |
Short Exam | 0 | 0 | 0 |
Preparation for the Short Exam | 0 | 0 | 0 |
TOTAL | 41 | 0 | 128 |
Total Workload of the Course Unit | 128 | ||
Workload (h) / 25.5 | 5 | ||
ECTS Credits allocated for the Course Unit | 5,0 |