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) Defines the basic concepts of brand and brand management.
|
2) Can transfer the development of the brand in the world and Turkey.
|
3) Can design brand management strategies.
|
| Skills
(Describe as Cognitive and/or Practical Skills.)
|
1) Can plan brand management strategies in traditional and digital platforms.
|
2) Can realize brand management strategies.
|
3) Evaluate brand management strategies.
|
| 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) Can evaluate environmental conditions as a brand manager.
|
2) Can develop collaborations with the target audience and stakeholders of the brand.
|
| Week |
Subject |
Materials Sharing * |
|
Related Preparation |
Further Study |
| 1) |
Brand concept, brand-corporate identity relationship |
|
|
| 2) |
The development of the brand in the world and Turkey |
|
|
| 3) |
Basic concepts of brand I |
|
|
| 4) |
Basic concepts of brand II |
|
|
| 5) |
Brand equity |
|
|
| 6) |
Brand naming strategies |
|
|
| 7) |
Brand positioning |
|
|
| 8) |
Midterm |
|
|
| 9) |
Environmental conditions in brand management |
|
|
| 10) |
Digital Brand Management I |
|
|
| 11) |
Digital Brand Management II |
|
|
| 12) |
Digital Brand Management III |
|
|
| 13) |
Digital Brand Management IV |
|
|
| 14) |
Brand management in brand management |
|
|
| 15) |
Final Exams |
|
|
| 16) |
Final Exams |
|
|
| Course Notes / Textbooks: |
● Kevin Lane Keller, Stratejik Marka Yönetimi
● Pınar Seden Meral, Dijital Markalama, Dora Yayınevi
● Ders Notları: Marka Yönetimi ders sunumları, internet araştırma ve görselleri, akademik çalışmalar. (Dersin Öğretim Görevlisi tarafından sağlanacaktır.)
|
| References: |
• Uğur Batı, Marka Yönetim, Alfa Yayınları
• Nurhan Babür Tosun, Marka Yönetimi
• Işıl Karpat Aktuğlu, Marka Yönetimi
• Naomi Klein, No Logo
• Duygu Philips, İsmin Marka Hali
|
(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )
| |
Programme Learning Outcomes |
Contribution Level (from 1 to 5) |
1) |
He/She comprehends communication in all aspects. |
5 |
|
1.1 He/She uses effective communication skills in business life. |
5 |
|
1.2 He/She commands of internal communication concepts. |
4 |
|
1.3 He/She has ability of written and verbal communication. |
5 |
|
1.4 By comprehending the communicatitive meaning of semiotics he/she evaluates possition of it in the field of public relations and advertising |
3 |
|
1.5 He/she knowledges about basic business functions. |
3 |
|
|
|
|
2) |
He/She follows the developments in our country and the world. |
5 |
|
2.1 He/She interprets the current literature by doing scientific research on Public Relations and Advertising. |
5 |
|
2.2 He/She follows innovative developments in the field |
4 |
|
2.3 By the knowledge acquired from the Art and History of Civilization lesson he/she realizes creative public relations and advertising campaigns. |
|
|
|
|
|
3) |
To apply the theoretical and conceptual information for the field of Public Relations and Advertising. |
4 |
|
3.1 He/She plans the entire process of a public relations campaign |
4 |
|
3.2 He/She plans the entire process of an advertising campaign. |
5 |
|
3.3 He/She creates a crisis communication plan that includes proactive and reactive measures. |
5 |
|
3.4 He/she interprets the theoretical and sectoral applications of traditional and new media planning. |
4 |
|
4) |
Applies the theoretical knowledge in business life during a semester. |
4 |
|
4.1 Experiences all processes in business life. |
4 |
|
4.2 Takes part in activities related to the field of education in a business operating in the field. |
3 |
|
4.3 Questions the application with theoretical knowledge. |
3 |
|
4.4 Compiles the knowledge and experience gained in the field. |
4 |
|
5) |
S/he acquires the competencies that develop by the expectations of business world and the society defined as the institutional outcomes of our university on the advanced level in relation with his/her field. |
5 |
|
5.1 Acquires the analyzing solving the problems and managing the conflicts. |
5 |
|
5.2 Participates as a team member and takes responsibility in the environments that require the solving of the conflicts and acts as a leader when necessary. |
4 |
|
5.3 Has awareness for ethical and social responsivity. |
5 |
|
5.4 By supporting the learnt courses with quantitative and qualitative data; and by using verbal and visual communication means, s/he transfers them to the groups within and outside his/her group in a systematical and effective way. |
5 |
|
5.5 Evaluates the norms and standards present in the works in which s/he takes responsibility in a critical point of view. |
4 |
|
5.6 Develops strategical, innovative and entrepreneurial ideas. |
5 |
|
5.7 Acquires competence of managing the change. |
5 |
|
5.8 Shows development personally and socially with and awareness for lifelong learning. |
5 |
|
5.9 Follows advanced technologies and developments about digital transformation. |
5 |
|
5.10 Has cultural awareness and s/he transfers this to the groups within and outside his/her field. |
5 |
|
5.11 Has awareness about citizenship competency. |
5 |
|
5.12 Acquires communication in a Foreign Language (English) competence defined on the level of at least B1 in European Language Portfolio. (In programs whose medium of instruction is English, on the level of B2/B2+). |
|
| 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 |
0 |
0 |
0 |
| Presentations / Seminar |
0 |
0 |
0 |
| Project |
0 |
0 |
0 |
| Homework Assignments |
1 |
10 |
10 |
| Total Workload of Teaching & Learning Activities |
- |
- |
52 |
| WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES |
| Assesment & Evaluation Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Quizzes |
1 |
5 |
5 |
| Midterms |
1 |
20 |
20 |
| Semester Final Exam |
1 |
30 |
30 |
| Total Workload of Assesment & Evaluation Activities |
- |
- |
55 |
| TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities) |
107 |
| ECTS CREDITS OF THE COURSE (Total Workload/25.5 h) |
4 |
ECTS Information Package / Course Catalogue