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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:Interactive Lecture, 3:Special Support/Structural Examples, 6:Casestudy, 15:Assignment
Course Evaluation Methods: 
A:Testing, C: Homework

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
(Hour)

Total
Workload
(Hour)

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