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	Assoc.Prof. HAKAN ÖZCAN
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	Define basic concepts related with banking, insurance and finance.	0
2	Relates the theoretical and practical knowledge in the field to economics, business, law, statistics, accounting and marketing			2

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Relate banking and insurance applications to financial theories, mathematical and statistical methods.	0
2	Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.	0

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explain the planning and implementation process in banking and insurance transactions.	0
2	Provide solutions for the problems encountered in banking and insurance transactions.	0

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use theoretical and practical knowledge in the field of banking and insurance transactions.	0
2	By analyzing economic data accurately, manage savings and portfolio investments to minimize financial risks.	0

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/She works as a leader or a team member in a teamwork from the planning of the banking transactions to the implementation and performs the task assigned to them within the team.	0

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Gain the basic knowledge necessary for the planning process of banking and insurance activities and human resources performance management.	0
2	Use the computer programs related with field in banking and insurance transactions.	0

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Cooperate to bring innovative ideas to the stakeholders in the sector using banking insurance-related databases, information and communication technologies.	0
2	Research on scientific, sectoral developments and innovations related to the field with lifelong learning as a principle.			2

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyze financial data related to his / her field.	0
2	Apply knowledge and skills related to his / her field by taking into account his legal, social and ethical responsibilities.			2

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