Information Package
baskent.edu.tr

Program of Communication and Design

İTA424

BRANDING

Course Code
İTA424
Semester
-
Theory+Practice
3 + 0
ECTS
5
Course TypeElective Course
Course LevelBachelor's Degree
Year of Study-
Semester-
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Learn the basic concepts related to the brand created.
  2. Gain knowledge of the processes and legal regulations related to branding.
  3. Have the basic knowledge and skills in brand management and brand communication.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionThis course addresses the brand creation process along the axes of strategy, visual design, and communication. Within the scope of the course, processes such as brand identity creation, brand positioning, target audience analysis, brand message development, and the creation of a consistent visual?verbal communication language are examined, aiming to equip students with competencies in brand design and communication planning. As a learning outcome of the course, theoretical knowledge is supported by project-based studies, and students are expected to present a holistic project covering the identity, message, and communication elements of the brands they create.
Course Contents
WEEK TOPICS
1st Week Introduction: Explanation of the course scope, goals, and objectives
2nd Week Brand purpose, brand values, and brand creation strategies
3rd Week Strategic brand building: brand perception, brand value, brand story, and brand identity
4th Week Brand communication, its components, and corporate identity design
5th Week Brand positioning, value creation, and target audience analysis
6th Week Research and development (R&D), innovation, and new trends in branding
7th Week Brand reputation, perception management, and crisis communication
8th Week Midterm exam
9th Week Global brand creation and the Turquality program
10th Week Brand creation and growth strategies in the digital ecosystem
11th Week Sensory and experiential branding: sound, scent, and experience design
12th Week Symbolic representation, brand characters and mascot usage, customer experience, and brand loyalty
13th Week Brand application process and intellectual property rights
14th Week Project presentations and feedback
Recommended or Required ReadingBulut, B. (2025). Marka Hakkının İhlali ve Hukuki Sonuçları. İstanbul: Platon Hukuk Yayınevi.
Karabıyık, Yerden, N. (2025). Yapay Zeka Ekseninde Markalaşma ve Marka Denkliği. Ankara: Serüven Yayınevi.
Noel Kapferer, J., Bastien, V. (2025). Lüks Marka Stratejisi. İstanbul: MediaCat Yayıncılık.
Singh, J., Shukla, P. (2025). Marka Yönetimi: Etkili Markalaşma İçin İlkeler ve Uygulamalar. İstanbul: The Kitap Yayınları.
Karadağ, H. E. (2024). Marka Kahramanları - Stratejik Marka Yönetiminde Maskotlar. Ankara: Nobel Akademik Yayıncılık.
Krom, İ. (2024). Marka Sadakati Bağlamında İşlevsel ve Sembolik Konumlandırma. Ankara: Nobel Bilimsel Eserler.
Michael, L. (2024). Marka Aşkı: Güçlü Tüketici - Marka Bağları Oluşturma. İstanbul: The Kitap Yayınları.
Akdeniz Ar, A. (2023). Marka ve Marka Stratejileri. Ankara: Nobel Akademik Yayıncılık.
Batislam, E. (2021). Hap: Marka, Strateji, Reklam. İstanbul: Ceres Yayınları.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Case Study
  • Problem Solving
  • Presentation
  • Discussion
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 40
Total(%) 40
Contribution of In-term Studies to Overall Grade(%) 40
Contribution of Final Examination to Overall Grade(%) 60
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1 1
Preparation for Quiz 2 2 4
Individual or group work 14 4 56
Preparation for Final exam 1 24 24
Course hours 14 3 42
Preparation for Midterm exam 1 18 18
Laboratory (including preparation)
Final exam 1 1.5 1.5
Homework 2 3 6
Total Work Load152.5
Total Work Load / 30 (h)5.08
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

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