LaSalle Programmes

USEFUL INFORMATION, RESOURCES & SERVICES FOR STUDENTSUSEFUL LINKS AND DOCUMENTS ADITIONAL & SUPPORTING INFORMATION

SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
50414METOZ-HIT0113	Brand and Corporate Image Design	2	Fall	1	1	2	3

Course Type :	Compulsory
Cycle:	Associate TQF-HE:5. Master`s Degree QF-EHEA:Short Cycle EQF-LLL:5. 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 ALİ AŞUR DELEN
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi SERAP BOZKURT
Dersin Kategorisi:	Programme Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:	With this course, the students will understand brand, corporate identity and corporate image.
Course Content:	With this course, it is expected that the students understand brand, corporate identity and corporate image; how to create corporate identity of enterprises and the impact of identity to corporate image. At the end of the period, the students will be expected to know the main concepts of corporate identity, the elements of corporate identity.

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) Knowing the definition of corporate identity and conceptual framework
2) To know the historical development of corporate identity
3) To know the elements of corporate identity
4) To know the basic concepts related to the concept of brand
Skills *(Describe as Cognitive and/or Practical Skills.)*
1) To create a corporate identity strategy
2) Be able to make brand positioning
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) To create a brand and corporate identity
2) Be able to manage the target audience's perception of the brand

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction/course principles
2)	Concept of Identity (Individual identity, collective identity, corporate identity)
3)	Corporate identity structures
4)	Areas where corporate identity interacts (Corporate culture, corporate image)
5)	Elements of corporate identity
6)	Corporate identity strategy
7)	Homework presentation and general review
8)	Midterm
9)	General framework of the brand
10)	Concepts related to brand (Brand awareness, brand associations, brand loyalty)
11)	Concepts related to brand (Brand image, brand personality, brand identity, brand balance)
12)	Brand positioning
13)	Brand management and planning
14)	Final

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

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

(The matrix below shows how the course learning outcomes (CLOs) associates with programme learning outcomes (both KPLOs & SPLOs) and, if exist, the level of quantitative contribution to them.)

Relationship Between CLOs & PLOs

(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )

CLOs/PLOs	KPLO 1						KPLO 2						KPLO 3							KPLO 4				KPLO 5
CLOs/PLOs	1	2	3	4	5	6	1	2	3	4	5	6	1	2	3	4	5	6	7	1	2	3	4	1	2	3	4	5	6	7	8	9
CLO1
CLO2
CLO3
CLO4
CLO5
CLO6
CLO7
CLO8

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)	Explain the basic, theoretical and practical information in the field of Public Relations and Publicity.	5
	1.1 Analyze the new concepts of the developing and changing world	5
	1.2 Recognizes the communication instruments belonging to the field.
	1.3 To relation between the signified and signifier showed through semantics.
	1.4 Knows the public relations campaign processes.
	1.5 Explain the compliance relationship of the activity with the campaign.
	1.6 Understands the importance of press relations.
2)	Knows the communication studies according to the rules and practices of Public Relations and Publicity.	5
	2.1 Determines the changing needs of the society, the expectations and uses them in the project.	5
	2.2 Manages the formation of corporate identity, change and the areas it affects.
	2.3 Performs message generation suitable for the intended purpose.
	2.4 Supports turnover growth with new market creation, launch and relaunching activities.
	2.5 Prepares social responsibility studies according to the area where healthy communication is needed.
	2.6 Creates a press release by mastering the language of the Corporation.
3)	Identify the communication tools appropriate for Public Relations and Publicity.
	3.1 Uses mass media to deliver the message to the right audience.
	3.2 Knows the effect of art fields in communication studies.
	3.3 Knows the message value and effect of the photo.
	3.4 Recognize the differences of propaganda, advertising and public relations tools.
	3.5 Takes part in representation areas such as press spokesperson and corporate spokesperson.
	3.6 Makes planning compatible with media budget.
	3.7 Uses the necessary information to measure the impact of communication.

4)	Applies the theoretical knowledge learned in business life for a semester.
	4.1 Experiences all processes in business life.
	4.2 Takes part in activities related to the field of education in a business operating in the field.
	4.3 Questions the application with theoretical knowledge.
	4.4 Compiles the knowledge and experience gained in the field
5)	Acquires the competencies defined as the institutional outcomes of Beykoz University on the basic level, inline with the expectations of business world and the society.	2
	5.1 Acquires competency of analyzing and solving the problems.	2
	5.2 Has awareness for ethical and social responsibility.	2
	5.3 Takes responsibility as a team member in works and operations of his/her field.	2
	5.4 Is aware of written, verbal communication and interaction.	3
	5.5 Follows the developments of advanced technology and digital transformation.	2
	5.6 Acquires the awareness for lifelong learning.	4
	5.7 Has awareness about citizenship competency.
	5.8 Evaluates the developments of his/her field with the understanding of an entrepreneu	3
	5.9 Acquires communication in a Foreign Language (English) competence defined on the level of at least A2 in European Language Portfolio. (In programs whose medium of instruction is English, on the level of B1).

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
Demonstration
Views
Laboratory
Reading
Homework
Project Preparation
Thesis Preparation
Peer Education
Seminar
Technical Visit
Course Conference
Brain Storming
Questions Answers
Individual and Group Work
Role Playing-Animation-Improvisation
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
Quiz
Report Evaluation
Homework Evaluation
Oral Exam
Thesis Defense
Jury Evaluation
Practice Exam
Evaluation of Implementation Training in the Workplace
Active Participation in Class
Participation in Discussions

Relationship Between CLOs & Teaching-Learning, Assesment-Evaluation Methods of the Course

(The matrix below shows the teaching-learning and assessment-evaluation methods designated for the course unit in relation to the course learning outcomes.)

LEARNING & TEACHING METHODS

COURSE LEARNING OUTCOMES

ASSESMENT & EVALUATION METHODS

CLO1

CLO2

CLO3

CLO4

CLO5

CLO6

CLO7

CLO8

-Lectures

-Midterm

-Discussion

-Presentation

-Case Study

-Final Exam

-Problem Solving

-Quiz

-Demonstration

-Report Evaluation

-Views

-Homework Evaluation

-Laboratory

-Oral Exam

-Reading

-Thesis Defense

-Homework

-Jury Evaluation

-Project Preparation

-Practice Exam

-Thesis Preparation

-Evaluation of Implementation Training in the Workplace

-Peer Education

-Active Participation in Class

-Seminar

- Participation in Discussions

-Technical Visit

-Course Conference

-Brain Storming

-Questions Answers

-Individual and Group Work

-Role Playing-Animation-Improvisation