| MATHEMATICS (TURKISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| PIH5115 | Introduction to Brand Communication and Management | Fall | 3 | 0 | 3 | 8 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | Tr |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. YEŞİM ULUSU |
| Course Lecturer(s): |
Instructor HAKKI PINAR KILIÇ |
| Course Objectives: | Everything about the term “brand” will be discussed, the elements which create a brand will be overviewed. How does brand value emerge? How does a brand become “valuable”? How is a brand positioned? What are the models for creating a brand, and how can we create a brand from the beginning? What is the role and importance of marketing communication for a brand? Why do some of the international brands become successful and others cannot? Why do most of the new brands disappear in their first two years? What are the most appropriate ways of communication for brands? |
|
The students who have succeeded in this course; 1-Changing Dimensions in Marketing 2-Creating Value for Brands and Market Segmentation 3-What Becomes a Brand and Models of Brands 4-How Do Consumers Decide to Buy Something? 5-Selection of Target Market and Stakeholders' Role in Brand Communication 6-The Role of Media Strategies in Brand Communication Strategy 7-How is a Brand Communication Strategy Applied?: Briefing, Creative Techniques 8-Classical Media and Promotion in Integrated Marketing Communication in Brand Communication 9-Public Relations and Personal Selling in Integrated Marketing Communication in Brand Communication 10-Direct Marketing and Other Methods in Integrated Marketing Communication in Brand Communication |
| Participants will understand how a brand is created, how brand values are managed, what kind of a marketing program is used for brand positioning and how integrated marketing communication is developed regarding that program. Additionally, the processes of the consumers' buying decisions during brand development will be explained. |
| Week | Subject | Related Preparation | |
| 1) | Changing Developments with Marketing and Branding | ||
| 2) | How to Create Value for Brands and Market Segmentation | ||
| 3) | What Becomes a Brand, What is Brand Value and How do Brand Models Evaluate the Brand? | ||
| 4) | According to Kotler Model, How Do Consumers Make a Decision? | ||
| 5) | Selecting Target Market, Positioning and Stakeholders | ||
| 6) | How is a Communication Strategy Prepared? | ||
| 7) | Methods of Applying a Communication Strategy | ||
| 8) | What is Integrated Marketing Communication? How is it planned? | ||
| 9) | Classical Media and Digital Media | ||
| 10) | Promotion and Public Relations | ||
| 11) | Personal Selling and Direct Marketing | ||
| 12) | Event Marketing and Customer Relationship Management | ||
| 13) | Guest Lecturer | ||
| 14) | Overview | ||
| Course Notes: | 1.Best Practice Cases in Branding for Marketing Management Kevin Lane Keller 2.Strategic Brand Management Building, Measuring, and Managing Brand Equity Kevin Lane Keller International Edition Prentice Hall 3.Building Strong Brands David A. Aaker Free Press Business |
| References: | Gerekli olduğunda ek kaynaklar sağlanacaktır. Additional materials will be given if necessary. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 10 | % 10 |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | 3 | % 30 |
| Presentation | % 0 | |
| Project | % 0 | |
| Seminar | % 0 | |
| Midterms | 1 | % 30 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 30 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 70 | |
| PERCENTAGE OF FINAL WORK | % 30 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 14 | 42 | |
| Laboratory | |||
| Application | |||
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | |||
| Presentations / Seminar | |||
| Project | |||
| Homework Assignments | 12 | 62 | |
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | 8 | 43 | |
| Paper Submission | |||
| Jury | |||
| Final | 7 | 45 | |
| Total Workload | 192 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |