SECTION I: GENERAL INFORMATION ABOUT THE COURSE
Course Code Course Name Year Semester Theoretical Practical Credit ECTS
IKY7208 Corporate Image and Reputation Management 0 Spring
 3 0 3 6
Course Type : Elective Course VI
Cycle: Master      TQF-HE:7. Master`s Degree      QF-EHEA:Second Cycle      EQF-LLL:7. Master`s Degree
Language of Instruction: Turkish
Prerequisities and Co-requisities: N/A
Mode of Delivery: Face to face
Name of Coordinator: Dr. Öğr. Üyesi SERAP BOZKURT
Dersin Öğretim Eleman(lar)ı: Dr. Öğr. Üyesi SERAP BOZKURT
Dersin Kategorisi:

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives: The aim of this course is to enable students to understand corporate image and reputation management processes both theoretically and practically, and to equip them with the knowledge and skills to analyze how corporate perception is constructed in the context of brand positioning, brand awareness, brand experience, and the experience economy.
Course Content: The aim of this course is to enable students to understand corporate image and reputation management processes both theoretically and practically, and to equip them with the knowledge and skills to analyze how corporate perception is constructed in the context of brand positioning, brand awareness, brand experience, and the experience economy.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:
Knowledge (Described as Theoritical and/or Factual Knowledge.)
  1) Explains the concepts and theories of corporate image and reputation management.
Skills (Describe as Cognitive and/or Practical Skills.)
  1) Develops image and reputation strategies for a brand.
Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)
  1) Within the framework of the experience economy, it analyzes how brands design the consumer experience.
  2) Analyzes brand positioning and experience processes.
  3) Communicates effectively and strategically with target audiences.

Weekly Course Schedule

Week Subject
Materials Sharing *
Related Preparation Further Study
1) Introduction to corporate image and reputation concepts
2) Relationship between corporate identity, image, and reputation
3) Brand positioning
4) Brand awareness
5) Brand experience
6) Experience economy
7) Genel tekrar, sınav hazırlık
8) Midterm
9) - Perception management and audience behavior
10) Image design and semiotic approach
11) Reputation management in digital environments
12) Crisis communication and reputation
13) Corporate reputation management and measurement
14) Case studies and student presentations
*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks: Ders sunumları, internet araştırmaları ve makaleler
References: Aaker, D. A. (1996). Building strong brands. Free Press.

Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Harvard Business School Press.

Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson.

Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre and every business a stage. Harvard Business School Press.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)

1

2

3

4

5
Program Öğrenme Çıktıları (PÖÇ)
1) Ability to reflect on the foundations of human behavior and its variation depending on conditions
2) Ability to conduct scientifically grounded research in subfields of psychology using graduate-level knowledge of research methods and statistics
3) Ability to analyze and interpret research conducted using different methods
4) In line with the achievements in subfields, being able to communicate in professional life, solve problems, identify needs appropriate to the situation and the individual, and determine the appropriate approach to adapt
6) Ability to anticipate group dynamics within the current social context based on behavioral, cognitive, and emotional processes
7) Ability to integrate comprehensive theoretical knowledge into professional practice areas
8) Ability to explain specialized topics and theories within the subfields of social psychology, developmental psychology, cognitive psychology, and the psychology of art

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Programme Learning Outcomes Contribution Level (from 1 to 5)
1) Ability to reflect on the foundations of human behavior and its variation depending on conditions 1
2) Ability to conduct scientifically grounded research in subfields of psychology using graduate-level knowledge of research methods and statistics
3) Ability to analyze and interpret research conducted using different methods 1
4) In line with the achievements in subfields, being able to communicate in professional life, solve problems, identify needs appropriate to the situation and the individual, and determine the appropriate approach to adapt
6) Ability to anticipate group dynamics within the current social context based on behavioral, cognitive, and emotional processes
7) Ability to integrate comprehensive theoretical knowledge into professional practice areas
8) Ability to explain specialized topics and theories within the subfields of social psychology, developmental psychology, cognitive psychology, and the psychology of art

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)
Teaching and Learning Methods defined at the Programme Level
Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Problem Solving
Seminar
Brain Storming
Questions Answers
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)
Aassessment and evaluation Methods defined at the Programme Level
Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Final Exam
Active Participation in Class
Participation in Discussions

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods # of practice per semester Level of Contribution
Midterms 1 % 40.00
Semester Final Exam 1 % 60.00
Total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
Total % 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE
WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities # of Activities per semester Duration (hour) Total Workload
Course 14 3 42
Laboratory 0 0 0
Application 0 0 0
Special Course Internship (Work Placement) 0 0 0
Field Work 0 0 0
Study Hours Out of Class 14 4 56
Presentations / Seminar 1 35 35
Project 0 0 0
Homework Assignments 0 0 0
Total Workload of Teaching & Learning Activities - - 133
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities # of Activities per semester Duration (hour) Total Workload
Quizzes 0 0 0
Midterms 1 4 4
Semester Final Exam 1 4 4
Total Workload of Assesment & Evaluation Activities - - 8
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities) 141
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h) 6