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Course Code: 
COMM 331
Course Period: 
Autumn
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
5
Course Language: 
English
Course Objectives: 
This course includes topics such as brand, brand history, branding, corporate communication, corporate identity, corporate media relations.
Course Content: 

This course includes topics such as brand, brand history, branding, corporate communication, corporate identity, corporate media relations.

Course Methodology: 
1: Lecture, 2: Question-Answer, 3: Discussion, 9: Assignment, 12: Case Study
Course Evaluation Methods: 
A: Testing, C: Presentation

Vertical Tabs

Course Learning Outcomes

Learning Outcomes Program Outcomes Teaching Methods Assessment Methods
1) 4 P’S of  Marketing (Product-Price-Promotion-Place)+Speed and review of the rules 1,2,5,6 1, 2 A,C
2) Brand Management- Brand Position –Brand Promise -Brand Personality – Brand Story - Brand Associations Explains the Development And Learning. 6 1, 2 A,C
3) The 22 immutable laws of Branding 1,2,6 1, 2 A,C
4) The ten commandments of branding. 1,2,6 1, 2 A,C

 

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Introduction  
2 4 P’S of  Marketing (Product-Price-Promotion-Place)+Speed -

Kotler Management (Create-Communicate –Deliver-Value-Target Market –P Create Profit

 
3 Brand Management  Brand Position  
4 Brand Management –Brand Promise  
5 Brand Management- Brand Personality  
6 Brand Management- Brand Story  
7 Brand Management – Brand Associations  
8 Midterm presentation  
9 Midterm presentation  
10 The 22 immutable laws of Branding

Law of leadership – Law of category

 
11 The 22 immutable laws of Branding

Law of mind-Law of Perception-Law of focus –law of exclusivity

 
12 The 22 immutable laws of Branding

Law of duality –Law of the ladder

 
13 The 22 immutable laws of Branding

Low of opposite- Law of division- Law of perspective –Law of Extension – Law of sacrifice- Law of attributes) Law of condor – Law of Singularity –Law of Predictability – Law of success –Law of failure – Law of hype-Law of acceleration- Law of resources-

 
14 The ten commandments of branding.  
15 Discussion  
16 Final  

 

Recommended Sources

RECOMMENDED SOURCES
Textbook Kotler on Marketing – Philip Kotler

Firebrands – Michael Moon – Doug Millison

Building Strong Brands – David A. Aaker

How Brands Become Icons – Douglas B. Holt

The 22 Immutable laws of Branding – Al Reis

Additional Resources Websites

 

Material Sharing

MATERIAL SHARING
Documents Photocopies – Power Point Presentations
Assignments Questions - Answers
Exams Midterm and Final: 2 – 3 student groups presentations

 

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms 1 25
Quizzes 3 40
Assignment 2 35
Total   100
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE   60
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE   40
Total   100

 

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No Program Learning Outcomes Contribution
1 2 3 4 5  
1 She/he has theoretical knowledge about the field of public relations       X    
2 She/he knows the research methods and technics that are related to the field of public relations.       X    
3 She/he has knowledge and awareness about the interdisciplinary issues that are required by the field. He/she comprehends the relation of those issues with public relations.            
4 She/he is able to make oral presentations in English about her/his field.            
5 She/has the digital competencies that are required by the field.         X  
6 She/has the ability of creative thinking that are required by the field of public relations.         X  
7 She/he has the abilities of research, planning, implementation, measurement and assessments that are necessary for a successful public relations practice.            
8 She/he evaluates and applies the knowledge and abilities she/he has acquired in her/his field to partner organizations in the sector through teamwork.             
9 She/he is able to evaluate the knowledge and abilities she/he has acquired in her/his field from an analytical and critical perspective.            
10 She/he has the awareness of practicing and developing the profession of public relations by adhering to ethical rules.            

 

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration 15 3 45
Hours for off-the-classroom study (Pre-study, practice) 10 2 20
Mid-terms 1 10 10
Homework 1 30 30
Final examination 1 18 18
Total Work Load     115
Total Work Load / 25 (h)     4,6
ECTS Credit of the Course     5