BEING PERSONAL BRAND AND INNOVATION PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
MIY323	BEING PERSONAL BRAND AND INNOVATION	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 :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assist.Prof. HANDE ULUSOY
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of this course is to make students learn the brand phenomenon, brand management process and brand value formation and to use this information to create personal brands.
Contents of the Course Unit:	The course content consists of basic brand concepts, brand management process, brand identity process which constitutes brand management process, tools used in brand value formation, relationship between brand and similar concepts and differences.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explains the concepts of brand phenomenon.
Examplify of the stages of brand management process.
Relate between personal goals and brand.
Compare the individual and institutional differences of brand value.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	-	Break Your Chains	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.	Level of awareness of those requested	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.	Know yourself and use it in full capacity	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.	Brand awareness	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.	Being a brand and distinguishing from similar ones	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.	Quantity and quality	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.	Brand perception and management	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.	Brand and situation analysis	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.	use of costume - accessories and brand relationship	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.	Honesty and reality in the brand	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.	Positioning and sustainability in the brand	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.	Brand reputation and value	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.	Brand loyalty, creating addiction	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.	Brand; crisis and risks	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
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
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	Interpret basic concepts, fields of study, theories and approaches in media.	0
2	Describe current information in the field by relating them with communication theories.	0
3	Explain basic concepts regarding communication sciences.	0

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Interpret current events, political, cultural and economic developments by using the theoretical knowledge gained in the field within a critical context.	0
2	Associate knowledge and facts in the field with Law, Sociology, Advertisement, Cinema and Economy.	0

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Identify new strategy and methods for the technical infrastructure and content of the types of television news and programs.	0
2	Assemble theoretical knowledge gained in the field to the technology in present day.		1

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create creative contents in the field.			2
2	Interpret theoretical and applied knowledge gained in the field.		1

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create TV Programs for several audiences by sharing the knowledge and experiences on it.	0
2	Perform as a leader or a team member in teamwork from the news production to presentation stage by fulfilling assigned tasks.	0

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Identify basic knowledge regarding the production stages of media and technical infrastructure and creative approaches.	0
2	Research for developments, changes and innovations in the field by taking the lifelong learning as a principle.				3

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create new ideas and new products in collaboration with the stakeholders in the field of programming and journalism.	0
2	Organize projects and activities for the social environment with the awareness of social responsibility following the national and international cases.	0
3	Explain written, verbal and visual studies in the field by following the agenda.	0

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply knowledge and skills gained in the field by taking legal, social and ethical responsibilities into consideration.		1
2	Show skills as in using camera, editorial process control, team leadership and producing creative content that are features of a professional.	0

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	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