This course includes topics such as brand, brand history, branding, corporate communication, corporate identity, corporate media relations.
Vertical Tabs
Course Learning Outcomes
|
Learning Outcomes |
Program Outcomes |
Teaching Methods |
Assessment Methods |
|
1)He/She can explain what brand and brand management is. |
1,2,5,6,8
|
1,2,3,6,15 |
A, C |
|
2)He/She can explains the history of branding. |
6 |
1,2,3,6,15 |
A, C |
|
3)He/She can explain brand value and brand awareness. |
1,2,6 |
1,2,3,6,15 |
A, C |
|
4)He/She can explain the laws of branding and creating a new brand. |
1,2,6 |
1,2,3,6,15 |
A, C |
|
5)He/She can explain what corporate communication is. |
1,2,5,6 |
1,2,3,6,15 |
A, C |
|
6)He/She can explain corporate branding and media relationship. |
6,8
|
1,2,3,6,15 |
A, C |
Course Flow
|
COURSE CONTENT |
||
|
Week |
Topics |
Study Materials |
|
1 |
Introduction |
|
|
2 |
Introduction to brand management, history of branding, brand value |
|
|
3 |
Presentations and discussion about the history of branding |
|
|
4 |
The laws of brand creation and branding |
|
|
5 |
Presentations and discussion about brand creation |
|
|
6 |
Presentations and discussion about brand creation |
|
|
7 |
Midterm |
|
|
8 |
Introduction to corporate communication |
|
|
9 |
Corporate identity, image and reputation |
|
|
10 |
Corporate branding |
|
|
11 |
Corporate branding |
|
|
12 |
Corporate branding and media relations |
|
|
13 |
Presentations and discussion about corporate branding |
|
|
14 |
Review of the lesson |
|
|
15 |
Discussion |
|
|
16 |
Final |
|
Recommended Sources
|
RECOMMENDED SOURCES |
|
|
Textbook |
|
|
Additional Resources |
Keller, Kevin Lane Strategic brand management: building, measuring and managing brand equity, New Jersey: Pearson Education, 2008 Riel, C. B. M. van, Principles of corporate communication, London ; New York : Prentice Hall, 1995 |
Material Sharing
|
MATERIAL SHARING |
|
|
Documents |
|
|
Assignments |
|
|
Exams |
|
Assessment
|
ASSESSMENT |
||
|
IN-TERM STUDIES |
NUMBER |
PERCENTAGE |
|
Midterm |
1 |
60 |
|
Homework |
1 |
40 |
|
Totall |
2 |
100 |
|
Contribution of Final Examination to Overall Grade |
1 |
60 |
|
Contribution of In-Term Studies to Overall Grade |
1 |
40 |
|
Totall |
2 |
100 |
Course’s Contribution to Program
|
COURSE'S CONTRIBUTION TO PROGRAM |
|||||||
|
No |
Program Learning Outcomes |
Contribution |
|||||
|
1 |
2 |
3 |
4 |
5 |
|
||
|
1 |
S/he has theoretical knowledge about the field of public relations |
|
|
|
x |
|
|
|
2 |
S/he knows the research methods and techniques that are related to the field of public relations. |
|
|
|
x |
|
|
|
3 |
S/he has knowledge and awareness about the interdisciplinary issues that are required by the field. S/he comprehends the relation of those issues with public relations. |
|
|
|
|
x |
|
|
4 |
S/he is able to make oral presentations in English about her/his field. |
|
|
|
x |
|
|
|
5 |
S/he has the digital competencies that are required by the field. |
|
|
|
|
x |
|
|
6 |
S/he has the ability of creative thinking that is required by the field of public relations. |
|
|
|
|
x |
|
|
7 |
S/he has the abilities of research, planning, implementation, measurement and assessment that are necessary for a successful public relations practice. |
|
|
|
x |
|
|
|
8 |
S/he evaluates and applies the knowledge and abilities she/he has acquired in her/his field to partner organizations in the sector through teamwork. |
|
|
|
|
x |
|
|
9 |
S/he is able to evaluate the knowledge and abilities she/he has acquired in her/his field from an analytical and critical perspective. |
|
|
x |
|
|
|
|
10 |
S/he has the awareness of practicing and developing the profession of public relations by adhering to ethical rules. |
|
|
|
|
x |
|
ECTS
|
ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION |
|||
|
Activities |
Quantity |
Duration |
Total |
|
Course Duration |
14 |
3 |
42 |
|
Hours for off-the-classroom study (Pre-study, practice) |
16 |
3 |
48 |
|
Mid-terms |
1 |
3 |
3 |
|
Homework |
1 |
30 |
30 |
|
Final examination |
1 |
3 |
3 |
|
Total Work Load |
|
|
126 |
|
Total Work Load / 25 (h) |
|
|
5,04 |
|
ECTS Credit of the Course |
|
|
5 |