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| VHIP1006 | brand communication strategies | 3+0+0 | ECTS:5 | | Year / Semester | Spring Semester | | Level of Course | Short Cycle | | Status | Compulsory | | Department | | | Prerequisites and co-requisites | None | | Mode of Delivery | Face to face | | Contact Hours | 14 weeks - 3 hours of lectures per week | | Lecturer | -- | | Co-Lecturer | none | | Language of instruction | Turkish | | Professional practise ( internship ) | None | | | | The aim of the course: | | The aim of this course is to explain how a brand is uncovered using marketing components and how a brand is managed. |
| Learning Outcomes | CTPO | TOA | | Upon successful completion of the course, the students will be able to : | | | | LO - 1 : | To be able to explain the concepts related to the brand | | | | LO - 2 : | Understand how a brand is managed | | | | LO - 3 : | To be able to define the visual and auditory elements of a brand | | | | LO - 4 : | Be able to understand what communication strategies are necessary for brand management | | | | LO - 5 : | Be aware of the difference between brand positioning and brand positioning | | | | LO - 6 : | To be able to plan the brand management process | | | | CTPO : Contribution to programme outcomes, TOA :Type of assessment (1: written exam, 2: Oral exam, 3: Homework assignment, 4: Laboratory exercise/exam, 5: Seminar / presentation, 6: Term paper), LO : Learning Outcome | | |
| In this lesson, what is the mark, what is important in terms of marketing of the mark, theoretical information about brand loyalty, brand awareness, brand positioning, global brand communication, brand creation, brand communication strategies and marketing program will be presented with examples from the sector. |
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| Course Syllabus | | Week | Subject | Related Notes / Files | | Week 1 | The marketing is the cornerstone of the brand | | | Week 2 | Brand concepts | | | Week 3 | Trademark application and registration procedures | | | Week 4 | Brand management process planning | | | Week 5 | Creating brand equity | | | Week 6 | Elements of brand identity | | | Week 7 | Visual and audio elements of the brand | | | Week 8 | Brand management and marketing strategies | | | Week 9 | Mid-Term | | | Week 10 | Branding strategies | | | Week 11 | Positioning of the mark | | | Week 12 | Brand communication | | | Week 13 | Global brand management | | | Week 14 | marketing program | | | Week 15 | Brand strategies with case studies | | | Week 16 | Final exam | | | |
| 1 | İslamoğlu, Ahmet Hamdi ve Fırat, Duygu. 2016;Stratejik Marka Yönetimi,Beta Yayınları,İstanbul. | | | |
| 1 | Çakırer, Mehmet Akif. 2013;Marka Yönetimi ve Marka Stratejileri,Ekin Yayınları, Bursa. | | | |
| Method of Assessment | | Type of assessment | Week No | Date | Duration (hours) | Weight (%) | | Mid-term exam | 9 | 11/04/2018 | 0,30 | 50 | | End-of-term exam | 16 | 06/2018 | 0,30 | 50 | | |
| Student Work Load and its Distribution | | Type of work | Duration (hours pw) | No of weeks / Number of activity | Hours in total per term | | Yüz yüze eğitim | 3 | 14 | 42 | | Sınıf dışı çalışma | 1 | 14 | 14 | | Arasınav için hazırlık | 3 | 10 | 30 | | Arasınav | 1 | 1 | 1 | | Dönem sonu sınavı için hazırlık | 3 | 14 | 42 | | Dönem sonu sınavı | 1 | 1 | 1 | | Total work load | | | 130 |
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