Course Name Code Semester T+U Hours Credit ECTS
Brand Communication and Management IHR 527 0 3 + 0 3 7
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level yuksek_lisans
Course Type Optional
Course Coordinator Doç.Dr. CENGİZ ERDAL
Course Lecturers Doç.Dr. CENGİZ ERDAL,
Course Assistants
Course Category Field Proper Education
Course Objective

To give an ides of the importance of branding.

Course Content

Branding as a strategic management. Phases of branding Branding, image and reputation.

# Course Learning Outcomes Teaching Methods Assessment Methods
1 Explains the importance of branding , , , , , , , , ,
2 Explains the relation between branding, image and reputation , , , , , , , ,
3 Explains the relation between brand and consumer relation , , , , , , , ,
Week Course Topics Preliminary Preparation
1 Introduction
2 History of branding
3 Brand and branding in today's World
4 Brand and communication
5 Elements of brand communication
6 Strategy, Tactic and Planning
7 Midterm Exam
8 Strategic management in brand communication
9 Case studies from Turkey regarding brand management-1
10 Case studies from Turkey regarding brand management-2
11 Case studies from the world regarding brand management-1
12 Case studies from the world regarding brand management-2
13 Student presentations-1
14 Student presentations-2
Resources
Course Notes
Course Resources

Strategic Brand Management - Kevin Lane Keller

Order Program Outcomes Level of Contribution
1 2 3 4 5
1 To evaluate the public relations and advertising activities with a critical point of view. X
2 To develop a capacity of analytic thinking on public relations and advertising X
3 To analyze the target audience on the basis of public relations and advertising activities. X
4 To define the elements of field research on public relations and advertising areas. X
5 To follow the new developments on corporate communication. X
6 To act with the consciousness of the execution on new public relations and advertising understandings based on information communication technologies. X
7 To be aware of the fact that increasing the quality on public relations and advertising is important. X
8 To consider the ethical values while using media vehicles on creating public relations and advertising activities. X
9 To embrace the public relations and advertising profession as a lifestyle. X
10 To apprehend the importance of PR for image, reputation and brand X
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 50
1. Kısa Sınav 10
1. Ödev 10
1. Proje / Tasarım 30
Total 100
1. Final 50
1. Yıl İçinin Başarıya 50
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Mid-terms 1 15 15
Quiz 1 5 5
Assignment 1 10 10
Project / Design 1 20 20
Final examination 1 20 20
Total Workload 166
Total Workload / 25 (Hours) 6.64
dersAKTSKredisi 7