| 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 | ||