| MBA (TURKISH, NON-THESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| PIH5006 | Brand Management and Communication | Fall | 3 | 0 | 3 | 8 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | Turkish |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Instructor HAKKI PINAR KILIÇ |
| Course Lecturer(s): |
Instructor HAKKI PINAR KILIÇ |
| Recommended Optional Program Components: | None |
| Course Objectives: | This course aims to provide students with an in-depth understanding of marketing communication concepts, principles, and terminology in both business and nonprofit environments, enable students to understand the role of integrated marketing communications in an organization and to develop a communication plan for an actual company. |
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The students who have succeeded in this course; 1. will be able to understand and identify marketing communications studies theoretically and practically. 2. will be able to understand and use the elements of marketing communications mix and integrated marketing communications strategy 3. will be able to develop a basic integrated marketing communications plan by showing applicable target markets, use of the marketing communications mix and an appropriate understanding of market research. 4. will be able to prepare a marketing communication project for an actual company 5. will be able to show marketing commication problem solving skills through case and environmental analysis. 6. will be able to experience the process of working in groups or individually by preparing their assignments. |
| 1. will be able to understand and identify marketing communications studies theoretically and practically. 2. will be able to understand and use the elements of marketing communications mix and integrated marketing communications strategy 3. will be able to develop a basic integrated marketing communications plan by showing applicable target markets, use of the marketing communications mix and an appropriate understanding of market research. 4. will be able to prepare a marketing communication project for an actual company 5. will be able to show marketing commication problem solving skills through case and environmental analysis. 6. will be able to experience the process of working in groups or individually by preparing their assignments. |
| Week | Subject | Related Preparation |
| 1) | Introduction | |
| 2) | Overview of marketing communications and the marketing communications process | |
| 3) | The Communication Process | |
| 4) | Buyer Behaviours | |
| 5) | Marketing Communication Planning Process | |
| 6) | Media Planning and Strategy | Preparation of homework |
| 7) | Evaluation of Media | Preparation of homework |
| 8) | Marketing Communication Tools | |
| 9) | Brand Management | |
| 10) | Branding Communication Strategies | |
| 11) | Public Relations and Corparate Advertising | |
| 12) | Setting Objectives and Budgeting | |
| 13) | Creative Strategy (Planning and Development) | |
| 14) | Creative Strategy (Implementation and Evaluation) |
| Course Notes / Textbooks: | Ders notları haftalık olarak verilecektir. Course notes will be given weekly. |
| References: | Ders notları haftalık olarak verilecektir. Course notes will be given weekly. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Homework Assignments | 1 | % 10 |
| Midterms | 1 | % 40 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 14 | 48 |
| Final | 14 | 130 |
| Total Workload | 178 | |
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, | |
| 2) | Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, | |
| 3) | Using theoretical and practical information and skills gained at the expertise level in the field business administration, | |
| 4) | Analyzing problems requiring expertise in the field business administration by using scientific research methods, | |
| 5) | Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, | |
| 6) | Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, | |
| 7) | Evaluating the knowledge related to the field of business administration through critical perspective, | |
| 8) | Communicating systematically the recent developments and one’s s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, | |
| 9) | Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration. | |
| 10) | Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, |