MBA (TURKISH, THESIS)
Master	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
PIH5006	Brand Management and Communication	Spring	3	0	3	8

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

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.

Learning Outcomes

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.

Course Content

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.

Weekly Detailed Course Contents

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)

Sources

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.

Evaluation System

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

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	14	48
Final	14	130
Total Workload		178

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Being able to develop and deepen their knowledge at the level of expertise in the same or a different field, based on undergraduate level qualifications.	5
2)	To be able to comprehend the interdisciplinary interaction with which the field is related.	5
3)	To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field.	4
4)	To be able to interpret and create new knowledge by integrating the knowledge gained in the field with the knowledge from different disciplines,	4
5)	To be able to solve the problems encountered in the field by using research methods.	4
6)	To be able to systematically transfer current developments in the field and their own studies to groups in and outside the field, in written, verbal and visual forms, by supporting them with quantitative and qualitative data.	4
7)	To be able to critically examine social relations and the norms that guide these relations, to develop them and take action to change them when necessary.	4
8)	To be able to critically evaluate the knowledge and skills acquired in the field of expertise and to direct their learning.	4
9)	To be able to supervise and teach these values by observing social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field.	5
10)	To be able to develop strategy, policy and implementation plans in the fields related to the field and to evaluate the obtained results within the framework of quality processes.	3
11)	To be able to use the knowledge, problem solving and/or application skills they have internalized in their field in interdisciplinary studies.	4
12)	Being able to independently carry out a work that requires expertise in the field.	5
13)	To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field and to produce solutions by taking responsibility.	4
14)	Ability to lead in environments that require solving problems related to the field	4