Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
8GİT424Brand Management and Communication3+0+03524.12.2025

 
Course Details
Language of Instruction Turkish
Level of Course Unit Bachelor's Degree
Department / Program Visual Communication Design
Type of Program Formal Education
Type of Course Unit Compulsory
Course Delivery Method Face To Face
Objectives of the Course The aim of this course is to provide students with fundamental knowledge and skills in brand management and brand communication. Students learn strategic approaches to creating, developing, positioning, and sustaining brands. They also gain the ability to develop effective brand strategies by understanding the tools and methods used in brand communication.
Course Content The course content includes: The concept of branding and the branding process, Brand identity, brand image, and brand value, Brand strategies and positioning, Brand communication and advertising strategies, Brand management and social media communication in the digital age, Brand loyalty and customer relationship management, Brand crisis management and reputation management.
Course Methods and Techniques Direct Instruction (Lecture) Method, Case Study, Project-Based Learning
Prerequisites and co-requisities None
Course Coordinator Associate Prof.Dr. Deniz Akçay Balcı
Name of Lecturers Associate Prof.Dr. DENİZ AKÇAY BALCI
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Hasan Çebi Bal Bilgi ve İletişim Teknolojisi, Nirvana yayınları Bilgi İletişim teknolojileri, Detay Yayıncılık Bilgi İletişim Teknolojileri, Güncel makale ve raporlar (örneğin: OECD, World Economic Forum raporları)
Course Notes Hasan Çebi Bal Information and Communication Technology, Nirvana Publications Information Communication Technologies, Detay Publishing Information Communication Technologies, Current articles and reports (e.g., OECD, World Economic Forum reports)

Course Category
Social Sciences %20
Field %80

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 3 42
Hours for off-the-c.r.stud 16 3 48
Assignments 4 3 12
Presentation 3 3 9
Mid-terms 1 3 3
Final examination 1 3 3
Total Work Load   Number of ECTS Credits 5 117

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Marka kavramını ve markalaşma sürecini tanımlar
2 Marka kimliği, imajı ve değeri arasındaki farkları analiz eder.
3 Marka stratejileri geliştirerek konumlandırma süreçlerini planlayabilir.
4 Marka iletişimi ve reklam stratejilerini belirleyebilir ve uygulayabilir
5 Dijital ortamda markaların yönetimi ve sosyal medya stratejilerini geliştirebilir

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Marka Yönetimine Genel Bakış
2 Marka Kimliği ve Marka İmajı
3 Marka değerinin tanımı ve önemi
4 Marka Stratejileri ve Konumlandırma
5 Marka İletişimi ve Mesaj Stratejileri
6 Dijital Marka Yönetimi ve Sosyal Medya İletişimi
7 Marka Sadakati ve Müşteri İlişkileri Yönetimi
8 Ara Sınav
9 Marka Kriz Yönetimi ve İtibar Yönetimi
10 Marka ve Kültürel Çeşitlilik: Farklı kültürlerde markalaşma stratejileri
11 Marka ve Tüketici Davranışları
12 Duygusal Markalaşma ve Marka Deneyimi. Marka deneyimi ve müşteri ile duygusal bağ oluşturma
13 Marka Kampanyası Tasarımı
14 Genel Değerlendirme

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12
All 4 5 4 3 3 3 3 4 4 4 4 4
C1 4 5 4 3 3 3 3 4 4 4 4 4
C2 4 5 4 4 4 4 4 4 4 5 4 4
C3 4 5 4 4 4 4 4 4 4 5 4 4
C4 4 5 4 4 4 4 4 5 5 5 4 4
C5 4 5 5 4 4 4 4 5 5 5 4 5

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  https://obs.gedik.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=254013&curProgID=5717&lang=en