At the end of this course, the students; 1) Learns Design Thinking. 2) Gains knowledge about the concept of brand, brand communication and marketing principles. 3) Can analyze brand creation, positioning and survival strategies in the light of theoretical and practical knowledge. 4) Can experience brand design and management skills with end-of-term project.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
COURSE DEFINITION
The aim of this course; to convey the basic principles of creative thinking to students and equip them with the necessary knowledge and skills to achieve the competence to design and manage their own brands. For this purpose, two separate reading lists will be followed. The compulsory list will belong to the kitchen of the work, and the elective list will belong to the theoretical part of the work. Students are obliged to read the books given in the compulsory list before each lesson and 25% of the end-of-term points will be earned by completing the reading list. The grade to be taken from the midterm exam will constitute the remaining 25% of the scoring. The last 50% of the scoring will be taken from the end of term project that will be prepared during the 5 weeks after the midterm exam. During these 5 weeks, practical studies will be carried out in accordance with the homework stages in interaction with the experienced names of the sector. Thus, students who successfully complete the course will gain an authentic experience in the field of brand communication and design, suitable for their formation.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Meeting, Course Introduction and Reading List Sharing.
2nd Week
Introduction to Branding and Branding Concepts, Importance of Being a Brand, Brand Awareness, Brand Association and Its Basic Functions. Differences Between Brand Identity and Brand Personality, Brand Equity/Equivalence, Creating Brand Image, Brand Preference and Creating Brand Loyalty.
3rd Week
Brand Positioning and Branding Process.
4th Week
Branding Strategies.
5th Week
Brand Communication and Its Basic Elements, Use of Traditional and New Media Tools in Brand Communication.
6th Week
Basic Principles of Holistic Marketing.
7th Week
Midterm.
8th Week
Design Thinking Concept and Its Stages Question and Answer with Guest Speaker.
9th Week
Creative Thinking and Confidence Question and Answer with Guest Speaker.
10th Week
Problems, Questions and Answers in Design / Distinguish between Important and Unimportant ? Q&A with Guest Speaker.
11th Week
Lean Enterprise Method - Q&A with Guest Speaker.
12th Week
Business Plan in 8 Steps - Q&A with Guest Speaker.
13th Week
Project Presentations.
RECOMENDED OR REQUIRED READING
Uztuğ, Ferruh (2003).Markan Kadar Konuş. İstanbul: Mediacat Yayınları. Moser, Mike (2003). Marka Yaratmanın 5 Adımı. İstanbul: Mediacat. Yayınları. Trademarks Designed Chermayeff & Geismar Designing Identity Mark English Geometry of Design Kimberly Elan Marks of Excellence: The History and Taxonomy of Trademarks
