Nevşehir Hacı Bektaş Veli University Course Catalogue
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| Year/Semester of Study | 2 / Spring Semester | ||||
| Level of Course | Short Cycle Degree Programme | ||||
| Type of Course | Optional | ||||
| Department | PUBLIC RELATIONS AND PUBLICITY | ||||
| Pre-requisities and Co-requisites | None | ||||
| Mode of Delivery | Face to Face | ||||
| Teaching Period | 14 Weeks | ||||
| Name of Lecturer | AYNUR KARAKOÇ (a.karakoc@nevsehir.edu.tr) | ||||
| Name of Lecturer(s) | NEŞE ACAR, | ||||
| Language of Instruction | Turkish | ||||
| Work Placement(s) | None | ||||
| Objectives of the Course | |||||
| The aim of this course is to learn brand concept, brand strategies, communication and positioning. | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | can define IMC. |
PO-1 The students who have completed the program successfully: He has comprehensive and systematic knowledge of concepts, principles and facts in the field of Public Relations and Publicity. PO-2 Describe, synthesize, analyze, interpret and evaluate data and information professionally. PO-3 Communicate effectively verbally, non-verbally and in a written way and demonstrate effective presentation skills. PO-14 Easily apply the theoretical and practical knowledge obtained from school. PO-17 Demonstrate effective use of both basic and professional information and communication technologies and software. PO-19 Understand both professional and social ethical values, evaluate them critically, and behave in an appropriate manner. |
Examination |
| LO-2 | can define brand. |
PO-1 The students who have completed the program successfully: He has comprehensive and systematic knowledge of concepts, principles and facts in the field of Public Relations and Publicity. PO-2 Describe, synthesize, analyze, interpret and evaluate data and information professionally. PO-3 Communicate effectively verbally, non-verbally and in a written way and demonstrate effective presentation skills. |
Examination |
| LO-3 | can strengthen the brand image. |
PO-1 The students who have completed the program successfully: He has comprehensive and systematic knowledge of concepts, principles and facts in the field of Public Relations and Publicity. PO-2 Describe, synthesize, analyze, interpret and evaluate data and information professionally. PO-3 Communicate effectively verbally, non-verbally and in a written way and demonstrate effective presentation skills. PO-14 Easily apply the theoretical and practical knowledge obtained from school. |
Examination |
| LO-4 | can define brand strategies. |
PO-1 The students who have completed the program successfully: He has comprehensive and systematic knowledge of concepts, principles and facts in the field of Public Relations and Publicity. PO-2 Describe, synthesize, analyze, interpret and evaluate data and information professionally. PO-7 Understand and apply national and international laws, regulations, and professional standards related to Public Relations and Publicity. PO-15 With the theoretical and practical experience obtained they are able to analyze and provide solutions to the problems encountered of the sector. |
Examination |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
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| Course Contents | ||
| Brand Concept, importance of brand, brand strategies, communication, Integrated marketing communication, brand positioning, sample brands | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Brand and brand management concepts | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 2 | Brand Management | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 3 | Branding strategies | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 4 | Brand related concepts, Brand identity | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 5 | Brand personality | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 6 | Brand components | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 7 | Brand components and dimensions | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 8 | mid-term exam | |
| 9 | Brand positioning | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 10 | Brand positioning process | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 11 | Brand awareness | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 12 | Methods of creating brand awareness | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 13 | Brand loyalty | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 14 | Global brand management | Lecture, Question & Answer, Group Work, Case Study, Problem Solving, Brain Storming |
| 15 | Sample brands | Question & Answer,Case Study |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| 1 | Ders notları | |
| 2 | Ar, A. A. (2004). Marka ve marka stratejileri. Ankara: Detay yayıncılık. | |
| Required Course instruments and materials | ||
| Projection, textbook | ||
| Assessment Methods | |||
| Type of Assessment | Week | Hours | Weight(%) |
| mid-term exam | 8 | 1 | 40 |
| Other assessment methods | |||
| 1.Oral Examination | |||
| 2.Quiz | |||
| 3.Laboratory exam | |||
| 4.Presentation | |||
| 5.Report | |||
| 6.Workshop | |||
| 7.Performance Project | |||
| 8.Term Paper | |||
| 9.Project | |||
| final exam | 16 | 1 | 60 |
| Student Work Load | |||
| Type of Work | Weekly Hours | Number of Weeks | Work Load |
| Weekly Course Hours (Theoretical+Practice) | 2 | 14 | 28 |
| Outside Class | |||
| a) Reading | 1 | 10 | 10 |
| b) Search in internet/Library | 2 | 10 | 20 |
| c) Performance Project | 0 | ||
| d) Prepare a workshop/Presentation/Report | 2 | 5 | 10 |
| e) Term paper/Project | 0 | ||
| Oral Examination | 0 | ||
| Quiz | 0 | ||
| Laboratory exam | 0 | ||
| Own study for mid-term exam | 2 | 5 | 10 |
| mid-term exam | 1 | 1 | 1 |
| Own study for final exam | 2 | 5 | 10 |
| final exam | 1 | 1 | 1 |
| 0 | |||
| 0 | |||
| Total work load; | 90 | ||