Information Package
baskent.edu.tr

Program of Visual Communication Design

GİT209

BRAND COMMUNICATION AND DESIGN

Course Code
GİT209
Semester
Third Term (Fall)
Theory+Practice
2 + 2
ECTS
4
Course TypeCompulsory Course
Course LevelBachelor's Degree
Year of Study2
SemesterThird Term (Fall)
ECTS4
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Develops a deeper understanding of brand definitions and related concepts.
  2. Gains knowledge of the fundamentals and stages of branding.
  3. Analyzes strategies for brand creation, positioning, and sustainability through theoretical and practical insights.
  4. Acquires knowledge regarding the principles of branding, brand communication, and marketing.
  5. Experiences the skills of brand design and management through a final term project.
  6. Develops teamwork and collaborative skills.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme Components
Course DescriptionThis course explores, discusses, and reinforces through practical applications the general concept of branding, as well as the building, development, and sustainability of a brand. Throughout the course, students discuss how brand identity must be nurtured and managed to positively impact a company?s performance and future. This background provides students with an overview of brand development, brand research, and brand management structures for sales, marketing, advertising, and promotional purposes. During the semester, students are expected to take an active and participatory role rather than remaining passive listeners. This includes reading suggested resources, watching assigned videos, contributing to classroom discussions, supporting course processes, and working on their projects outside of class hours.
Course Contents
WEEK TOPICS
1st Week Introduction & Overview. Getting to know each other; general information regarding course content and workflow.
2nd Week Introduction to Brand & Branding Concepts. Product, business, brand, and consumer dynamics.
3rd Week Brand Types & Discussions. Product, service, destination, personal branding, etc.; project research and discussion process; origins of branding.
4th Week Project Research & Discussion. Continued project research and discussion phase.
5th Week Brand Attributes & Characteristics. Project research process and critiques.
6th Week Brand Loyalty & Brand Equity. Building loyalty and measuring brand value.
7th Week Brand Positioning. Strategic positioning in the market and target audience alignment.
8th Week Brand Communication. Channels, messaging, and integrated marketing communication.
9th Week Consumer?Brand Relationships. Consumer perception, emotional connection, and engagement.
10th Week Brand Extension. Strategies and risks in expanding product lines and brand reach.
11th Week Brand Portfolio Management. Managing multiple brands, architecture, and market coverage.
12th Week Brand Crises & Reputation Management. Handling corporate crises, public relations, and protecting brand integrity.
13th Week Project Finalization & Critiques. Final execution phase and comprehensive critiques.
14th Week Project Finalization & Critiques. Final execution phase and final critiques.
Recommended or Required Reading? Amazon ? Dünyanın En Amansız Satıcısı Ticareti Nasıl Değiştiriyor?
? Natalie Berg, Miya Knights, İş Bankası Kültür Yayınları
? Dijital Pazarlama, Damian Ryan, İş Bankası Kültür Yayınları
? Cüzdan Payı Kuralı, Timothy Keiningham, Koç Üniversitesi Yayınları
? İknanın Psikolojisi, Robert Cialdini, MediaCat Yayıncılık
? Mor İnek Farklılaşarak İşinizi Dönüştürün, Seth Godin, MediaCat Yayıncılık
? A?dan Z?ye Pazarlama, Philip Kotler, MediaCat Yayıncılık
? Pazarlama 4.0, Philip Kotler, Optimist Yayınları
? Akıldışı Ama Öngörülebilir, Dan Ariely, Optimist Yayınları
? Hızlı ve Yavaş Düşünme, Daniel Kahneman, Varlık Yayınları
? Buyology, Martin Lindstrom, Optimist
? Görünmeyeni Satmak, Harry Beckwith, Optimist
? Girişimci Pazarlama, Philip Kotler, Optimist
Planned Learning Activities and Teaching Methods
  • Lecture
  • Questions/Answers
  • Case Study
  • Project
  • Presentation
  • Discussion
Assessment Methods and Criteria
Quantity Percentage (%)
Project 2 90
Attendance 1 10
Total(%) 100
Contribution of In-term Studies to Overall Grade(%) 100
Contribution of Final Examination to Overall Grade(%) 0
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 2 2
Preparation for Quiz
Individual or group work 14 3 42
Preparation for Final exam
Course hours 14 3 42
Preparation for Midterm exam
Laboratory (including preparation)
Final exam
Homework
Presentation (including preperation) 1 10 10
Project 2 12 24
Total Work Load120
Total Work Load / 30 (h)4
ECTS Credit of the Course4
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

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