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MEDIA AND BRAND MANAGEMENT STRATEGIES PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
MIY433 MEDIA AND BRAND MANAGEMENT STRATEGIES 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 Face to face
Coordinator of the Course Unit Prof.Dr. İSMET GALİP YOLCUOĞLU
Instructor(s) of the Course Unit

OBJECTIVES AND CONTENTS

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)

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

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

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
Mid-Term Exam 1 50
Final Exam 1 50
TOTAL 2 100
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the basic concepts of Social Service, working fields and application frameworks.
0
2
Uses up-to-date information on Social Service field by associating it with the theory and application information of Social Service.
0

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Establish the link between the application frameworks of Social Service.
0
2
Evaluate the developments in the field of migration, globalization and human rights in the new world by using the theoretical knowledge in the field.
0

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Using the research methods related to the field of Social Service, concludes scientific conclusions about social problems.
0
2
Examine the spatial legislation of Social Service and develop new strategies for implementation.
0

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Solve the problems specific to the field of Social Service according to scientific data.
0
2
Conduct trainings for individual, family and society by using advanced theoretical and practical knowledge in the field of Social Service.
0

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Develop his / her competence in this area by taking the leadership role in working with individuals, groups and society and taking responsibility as a team member.
0

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Describes a life worthy of dignity of the person who is the subject of social service science.
0

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Configures the communication between institutions in order to solve the problems.
0
2
Uses the educational role in the social service area.
0
3
Produces projects that will increase the consciousness level of the society.
1

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Collaborate with other professionals in the work team through an interdisciplinary approach at the stage of Social Service intervention
0
2
Acts as a social worker in accordance with the laws, regulations and professional ethics rules.
0
3
Organize their work in accordance with their rights and responsibilities as an individual.
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
Total Workload of the Course Unit 128
Workload (h) / 25.5 5
ECTS Credits allocated for the Course Unit 5,0