TÜRKÇE
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Information
| Code | GRS330 |
| Name | Brand Management |
| Term | 2024-2025 Academic Year |
| Semester | 6. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 3 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. MEHMET CİHAN YAVUZ |
| Course Instructor |
Doç. Dr. ERDİNÇ BALLI
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
Teaching brand and brand management basics.
Course Content
Brand and related concepts, differences from product, brand manager and management, brand identity, brand decisions, advertising brand.
Course Precondition
None
Resources
Karpat Aktuglu, Işıl (2018), Brand Management: Basic Principles for Strong and Succeful Brands, İletisim Publications
Notes
Lecture notes, presentations and internet sources
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines the concept of branding and related terms, comparing different types of brands. |
| LO02 | Analyzes the difference between a brand and a product, explaining its structure with examples. |
| LO03 | Describes the brand identity creation process and develops appropriate strategies. |
| LO04 | Evaluates branding decisions and prepares implementation plans. |
| LO05 | Recalls brand promotion strategies and applies them across different marketing channels. |
| LO06 | Defines brand loyalty and brand equity concepts and develops strategies for sustainable brand management. |
| LO07 | Describes brand crisis management techniques and applies appropriate communication strategies during crises. |
| LO08 | Creates brand storytelling and manages brand perception on digital platforms. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defines and explains the basic elements and principles of art and design. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Analyses national and international artistic and cultural elements that may affect graphic design applications. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Defines and compares mass communication media, communication methods and communication elements. | 3 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Defines and applies research, information retrieval and critical thinking methods. | 3 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Applies the principles of colour, hierarchy, size and scale of art and design in the design process. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Follows technological developments in visual communication and applies them in design processes. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Uses different materials, paints and technological tools and equipment consciously in the design process. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Integrates graphic design knowledge with the knowledge of different disciplines and applies it to the design process. | 5 |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Takes an active role in individual and group work and fulfils its responsibilities. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Provides consistency in written and visual communication by using grammar correctly. | 3 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Develops and applies a planned, meticulous and disciplined working approach in the design process. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Understands, interprets and critically evaluates the texts they read. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Uses information and communication technologies effectively and consciously in learning and design processes. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Creates effective and functional designs that reach the target audience. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Uses oral, written and visual communication skills effectively. | 5 |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Establishes professional and effective communication with colleagues, employers and individuals to whom they provide services. | 3 |
| PLO17 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Uses foreign language skills to follow the developments in the field and communicate at professional level. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Develops design approaches sensitive to social, cultural, scientific and artistic values. | |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Analyses the place and effects of graphic design profession in social life. | |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Defends the ethical and legal values of the graphic design profession and adopts environmentally sensitive design approaches. | |
| PLO21 | Yetkinlikler - Alana Özgü Yetkinlik | Produces creative, original, economic and aesthetic solutions for visual communication problems. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Brand Concept and Its Importance | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 2 | Brand vs Product | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 3 | Structure of Brand | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 4 | Importance of Brand Management | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 5 | Brand Identity | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 6 | Brand Identity Application Process-1 | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 7 | Brand Identity Application Process-2 | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 8 | Mid-Term Exam | Reading text book and lecture notes. | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Brand Manager | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 10 | Brand management Process | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 11 | Basic Branding Decisions | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 12 | Brand Naming | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 13 | Brand Visual Identity | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 14 | Advertising Brand-1 | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 15 | Advertising Brand-2 | Reading text book and lecture notes. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Örnek Olay |
| 16 | Final Exam | Reading text book and lecture notes. | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Final Exam | Reading text book and lecture notes. | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 6 | 6 |
| Final Exam | 1 | 16 | 16 |
| Total Workload (Hour) | 78 | ||
| Total Workload / 25 (h) | 3,12 | ||
| ECTS | 3 ECTS | ||