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:
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| Knowledge
(Described as Theoritical and/or Factual Knowledge.)
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1) Knowing the definition of corporate identity and conceptual framework
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2) To know the historical development of corporate identity
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3) To know the basic concepts related to the concept of brand
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| Skills
(Describe as Cognitive and/or Practical Skills.)
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1) To create a corporate identity strategy
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2) Be able to make brand positioning
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| 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.)
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1) To create a brand and corporate identity
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2) Be able to make brand management
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3) Be able to manage the target audience's perception of the brand
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| Week |
Subject |
Materials Sharing * |
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Related Preparation |
Further Study |
| 1) |
Introduction/course principles |
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| 2) |
The conceptual frame of corporate identity, the historical background of corporate identity, the classification of corporate identity. |
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| 3) |
The elements of corporate identity II, the iareas where the corporate identity interacts, positioning strategy. |
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| 4) |
Corporate communication, corporate design, corporate behaviour, corporate philosophy |
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| 5) |
Brand concept, basic concepts of brand |
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| 6) |
Brand management, brand positioning |
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| 7) |
Senses and brand |
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| 8) |
Midterm |
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| 9) |
Visual corporate identity, brand naming |
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| 10) |
Brand, image and advertising |
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| 11) |
Corporate advertising, message strategy, creative production |
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| 12) |
Brand positioning and message strategy |
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| 13) |
CSR and image. Innovative brands |
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| 14) |
22 prnciples of brand management |
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| Course Notes / Textbooks: |
Pınar Seden Meral (2011), Yeni Başlayanlar İçin Kurumsal Kimlik ve Marka, Ankara: Detay Yayınları.
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| References: |
Al Ries, Laura Ries (2003) Marka Yaratmanın 22 İstanbul: Mediacat Yayınları.
Marka Yaratmanın 22 Kuralı, Al Ries, Laura Ries , İstanbul: Mediacat Yayınları.
Kurumsal Kültür, Cem Kozlu, Remzi Kitabevi
İmaj Katili, Behiç Ak, Mitos Boyut Yayınları
Şirket ve Popüler Kültür Tüketim Psikolojisi ve İmaj Yönetimi, Ata Özdemirci, Beta Yayınları
BEDEN İMAJI VE MEDYA: KÜLTÜRLERARASI BİR KARŞILAŞTIRMA, Elif EŞİ YOK SÖNMEZ, Doktora Tezi, Gazi Üniversitesi, 2015
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(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )
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Programme Learning Outcomes |
Contribution Level (from 1 to 5) |
1) |
Ability to evaluate artistic, cultural, aesthetic developments and influences through historical and contemporary art and design products, |
5 |
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1.1 Has theoretical knowledge in the field of communication theories, visual culture, art and cinema history, advertising, brand and media management. |
5 |
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1.2 Has the theoretical knowledge about new media technologies, interactive media design, multi-media management, web design, oyun digital game design ından which are various fields of digital design. |
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1.3 Has theoretical knowledge in photography, film language and production processes, video post production, three dimensional design. |
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1.4 Has the knowledge to plan and conduct projects in the field and to make monitoring and evaluation. |
2 |
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2) |
Develops creative designs with the knowledge acquired in the field. |
3 |
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2.1 Has practical knowledge of creative directing during commercial shooting. |
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2.2 To make manual and computer aided drawing |
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2.3 Uses current graphics software in computer environment. |
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2.4 Having basic video capture and camera usage information; Video montage, Know editing techniques, |
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2.5 Web designing, developing and managing a web page effectively and effectively, |
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2.6 To be able to use current graphics software in computer environment, |
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2.7 Designs computer games and mobile applications in a manner that dominates digital and design areas. |
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2.8 To be able to use the technical equipments related to photography and image effectively and effectively, |
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2.9 Plans and conducts marketing activities of institutions and organizations through digital media and social media. |
3 |
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3) |
Having enough knowledge to make creative directives during commercials, |
3 |
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3.1 Experience all processes in business life. |
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3.2 Takes part in the activities related to the field of education in an enterprise operating in its field. |
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3.3 Compares theoretical knowledge and application. |
3 |
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3.4 Compiles the knowledge and experience gained in the field. |
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4) |
Gaining the competencies defined as the institutional outcomes of our university at the basic level in relation to the field, developing in line with the expectations of the business world and society. |
2 |
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4.1 Gains the ability to analyze and solve problems. |
2 |
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4.2 Has ethical and social responsibility awareness. |
2 |
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4.3 Takes responsibility as a team member in the field of business and operations. |
3 |
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4.4 Be aware of written, oral communication and interaction. |
4 |
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4.5 Follows advanced technologies and developments related to digital transformation. |
1 |
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4.6 Gain awareness of lifelong learning. |
1 |
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4.7 Has awareness of citizenship competence. |
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4.8 Evaluates the developments in the field with an entrepreneurial understanding. |
1 |
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4.9 To be able to communicate in a Foreign Language (English) defined at least at the A2 level of the European Language Portfolio. |
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| WORKLOAD OF TEACHING & LEARNING ACTIVITIES |
| Teaching & Learning Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Course |
14 |
2 |
28 |
| 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 |
16 |
16 |
| Total Workload of Teaching & Learning Activities |
- |
- |
44 |
| WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES |
| Assesment & Evaluation Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Quizzes |
2 |
3 |
6 |
| Midterms |
1 |
15 |
15 |
| Semester Final Exam |
1 |
25 |
25 |
| Total Workload of Assesment & Evaluation Activities |
- |
- |
46 |
| TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities) |
90 |
| ECTS CREDITS OF THE COURSE (Total Workload/25.5 h) |
4 |
ECTS Information Package / Course Catalogue