Course Name | Code | Semester | T+U Hours | Credit | ECTS |
---|---|---|---|---|---|
Strategic Brand Management | HIR 507 | 0 | 3 + 0 | 3 | 6 |
Precondition Courses | |
Recommended Optional Courses | |
Course Language | Turkish |
Course Level | yuksek_lisans |
Course Type | Optional |
Course Coordinator | Doç.Dr. CENGİZ ERDAL |
Course Lecturers | |
Course Assistants | |
Course Category | Available Basic Education in the Field |
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 | Lecture, Question-Answer, Discussion, Drilland Practice, Group Study, Case Study, | Project / Design, Performance Task, Testing, Homework, |
2 | Explains the relation between branding, image and reputation | Lecture, Question-Answer, Discussion, Drilland Practice, Group Study, Case Study, Self Study, | Testing, Homework, Project / Design, Performance Task, |
3 | Explains the relation between brand and consumer relation | Lecture, Question-Answer, Discussion, Drilland Practice, Group Study, Case Study, | Testing, Homework, Project / Design, Performance Task, |
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 | Mid term 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 | 10 | 10 |
Assignment | 1 | 15 | 15 |
Oral Examination | 1 | 10 | 10 |
Final examination | 1 | 15 | 15 |
Total Workload | 161 | ||
Total Workload / 25 (Hours) | 6.44 | ||
dersAKTSKredisi | 6 |