GAZI UNIVERSITY INFORMATION PACKAGE - 2019 ACADEMIC YEAR

COURSE DESCRIPTION
BRAND COMMUNICATION AND MANAGEMENT/1360078
Course Title: BRAND COMMUNICATION AND MANAGEMENT
Credits 3 ECTS 7.5
Semester 1 Compulsory/Elective Elective
COURSE INFO
 -- LANGUAGE OF INSTRUCTION
  TURKISH
 -- NAME OF LECTURER(S)
  Asst. Prof. Gülsüm Gülnaz Gültekin
 -- WEB SITE(S) OF LECTURER(S)
  http://www.websitem.gazi.edu.tr/site/gulsumg
 -- EMAIL(S) OF LECTURER(S)
  gulsumg@gazi.edu.tr, gulsumgulnaz@gmail.com
 -- LEARNING OUTCOMES OF THE COURSE UNIT
Know the terms of brand, brand communication, brand management, and other related concepts.
Can explain the components of brand’s visual identity.
Can make a creative brand strategical plan.
Can plan and present a campaign process about brand communication.
 -- MODE OF DELIVERY
  The mode of delivery of this course is face to face.
 -- PREREQUISITES AND CO-REQUISITES
   There is no prerequisite or co-requisite for this course.
 -- RECOMMENDED OPTIONAL PROGRAMME COMPONENTS
  There is no recommended optional programme component for this course.
 --COURSE CONTENT
1. Week  Brand as a conception
2. Week  Qualitative and quantitative analysis of brand communication and brand management
3. Week  Corporate Identitiy
4. Week  Product and Service Identity
5. Week  Place Identity: The Creation of Destination Brands
6. Week  Branding Process: Legal and ethical issues in brand communication campaigns, public relations in brand communication, crisis and dignity management, l
7. Week  Branding strategies and strategical brand management
8. Week  Midterm
9. Week  Brand, and consumer behaviors
10. Week  Brand Positioning. Creating a Brand Identity
11. Week  Branding Process: Media and channel management in brand communication
12. Week  Brand communication and new media
13. Week  Brand communication designs and practises
14. Week  Brand communication designs and practises
15. Week  General evaluation
16. Week  Final exam
 -- RECOMMENDED OR REQUIRED READING
  Kenneth E. Clow, Donald Baack ; Çeviri editörü Gülay Öztürk, Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi, PEARSON, Nobel Akademik Yayıncılık 2016, ISBN : 978-605-320-397-1 Martin Lindstrom; Çeviren Ümit Şensoy, Duyular ve marka : 5 duyuyla güçlü markalar yaratmak, Optimist Yayınları 2007 Rita Clifton, Markalar ve Markalaşma, Türkiye İş Bankası Kültür Yayınları, Çev.Meral Çiyan Şenerdi, ISBN: 978-605-332-130-9 David A. Aaker ; çeviren, Ender Orfanlı, Marka Değeri Yönetimi : Bir Marka İsminin Değerinden Yararlanmak, Mediacat Kitapları, 2009 John A. Davis ; çeviri ekibi: Taner Karagüzel ... [ve başkaları], Rekabetçi Başarı : Markalaşma Nasıl Değer Katar?, The Brand Age Yayınları, İstanbul Ticaret Odası 2011 Nurhan Babür Tosun, Marka Yönetimi, Beta Yayınları, ISBN: 9786053330837, 2014 Mehmet Akif Çakırer, Marka Yönetimi ve Stratejileri, Ekin Basım Yayın, ISBN: 9786055187491, 2013
 -- PLANNED LEARNING ACTIVITIES AND TEACHING METHODS
   Lecture, Question & Answer,Discussion
 -- WORK PLACEMENT(S)
  -
 -- ASSESSMENT METHODS AND CRITERIA
 
Quantity
Percentage
 Mid-terms
1
40
 Assignment
1
20
 Exercises
0
0
 Projects
0
0
 Practice
0
0
 Quiz
0
0
 Contribution of In-term Studies to Overall Grade  
60
 Contribution of Final Examination to Overall Grade  
40
 -- WORKLOAD
 Efficiency  Total Week Count  Weekly Duration (in hour)  Total Workload in Semester
 Theoretical Study Hours of Course Per Week
14
3
42
 Practising Hours of Course Per Week
0
0
0
 Reading
14
4
56
 Searching in Internet and Library
10
4
40
 Designing and Applying Materials
3
4
12
 Preparing Reports
2
2
4
 Preparing Presentation
2
2
4
 Presentation
5
1
5
 Mid-Term and Studying for Mid-Term
1
3
3
 Final and Studying for Final
1
3
3
 Other
2
3
6
 TOTAL WORKLOAD: 
175
 TOTAL WORKLOAD / 25: 
7
 ECTS: 
7.5
 -- COURSE'S CONTRIBUTION TO PROGRAM
NO
 PROGRAM LEARNING OUTCOMES
1
2
3
4
5
1Realises the interdisciplinary nature of communication science.X
2Defines fundamental issues related to the field of Public Relations and their cause-effect relationships.X
3Evaluates the expertise level theoretical, methodological and practical knowledge in the field of Public Relations.X
4Uses theory in the field of Public Relations, combining with quantitative and qualitative research methods, in advanced level.X
5Forms information about the field of journalism analytically and systematically.X
6Conducts a scientific study in the field of Public Relations, by taking responsibility individually and in-group.X
7Determines a problem in the field of Public Relations.X
8Collects data about the research problem.X
9Draw conclusions from the data obtained.X
10Distinguishs basic approaches and methods in the field of Public Relations.X
11Evaluates all available resources, by doing literature research in order to access information.X
12Evaluates current theoretical and methodological developments in the field of Public Relations, and transfers them to academic studies.X
13Collects data related to the field of Public Relations and integrates them with social, scientific, cultural and ethical values.X
14Uses knowledge and skills which is acquired in the field of Public Relations to contribute academic and social knowledge.X