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. HAKAN ÖZCAN |
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 |
Define basic concepts related with banking, insurance and finance.
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0 | |||||
2 |
Relates the theoretical and practical knowledge in the field to economics, business, law, statistics, accounting and marketing
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2 |
KNOWLEDGE |
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Factual |
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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.
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0 | |||||
2 |
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
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0 |
SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Explain the planning and implementation process in banking and insurance transactions.
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0 | |||||
2 |
Provide solutions for the problems encountered in banking and insurance transactions.
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0 |
SKILLS |
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Practical |
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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.
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0 | |||||
2 |
By analyzing economic data accurately, manage savings and portfolio investments to minimize financial risks.
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0 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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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.
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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 |
Gain the basic knowledge necessary for the planning process of banking and insurance activities and human resources performance management.
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0 | |||||
2 |
Use the computer programs related with field in banking and insurance transactions.
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0 |
OCCUPATIONAL |
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Communication & Social |
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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.
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0 | |||||
2 |
Research on scientific, sectoral developments and innovations related to the field with lifelong learning as a principle.
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2 |
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 |
Analyze financial data related to his / her field.
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0 | |||||
2 |
Apply knowledge and skills related to his / her field by taking into account his legal, social and ethical responsibilities.
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2 |
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 |