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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS MSH 0144 BRANDING AND IMAGE DEVELOPMENT ELECTIVE 3 0 0 4

Offered By

Efes Vocational School

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

DOCTOR GIZEM HATIPOĞLU

Offered to

Tourism and Hotel Management Cultural Heritage and Tourism Civil Aviation and Cabin Services Civil Aviation Transportation Management Food Technology

Course Objective

By giving information about the process of branding and institutional image, making students understand the importance of brand and institutional image and in accordance with this, generating a point of view.

Learning Outcomes of the Course Unit

1   1. Understanding component of brand and institutional image. 2   2.Understanding process of brand and institutional image management. 3   3. Gaining knowledge of brand and institutional image strategies.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 1. Introduction to the term branding. 11. Branding and institutional image in social media 2 2. Brand in terms of communication theories. 12. Examples of branding and institutional image applications in businesses 3 3. Fundamentals of branding and brand strategies. 13. Examples of branding and institutional image applications in businesses 4 4. Positioning Brand. 14. Management of institutional image and brand during crisis 5 5. Forming Brand loyalty 15. Management of institutional image and brand during crisis 6 6. The term of institutional image and the strategies of forming institutional image 16. Final Exam 7 7. The term of institutional image and the strategies of forming institutional image 8 8. Mid-term Exam 9 9. Comparison of institutional image and rival brand 10 10. Management of institutional image and brand during crisis

Recomended or Required Reading

Marka Yönetimi ve Marka Stratejileri, Mehmet Akif Çakırer, 2013

Planned Learning Activities and Teaching Methods

Narrating and case analysis.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 FIN FINAL EXAM 3 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.50 + FIN * 0.50 4 RST RESIT 5 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.50 + RST * 0.50

Further Notes About Assessment Methods

None

Assessment Criteria

exam

Language of Instruction

Turkish

Course Policies and Rules

It is impretive to attend %70 of the courses and fulfill the requirements of the course.

Contact Details for the Lecturer(s)

gizem.hatipoglu@deu.edu.tr

Office Hours

will be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Case study 10 1 10 Preparations before/after weekly lectures 14 3 42 Preparation for midterm exam 6 1 6 Preparation for final exam 7 1 7 In-class practices 2 1 2 Midterm 1 1 1 Final 1 1 1 TOTAL WORKLOAD (hours) 111

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 PO.12 PO.13 PO.14 PO.15 PO.16 PO.17 PO.18 PO.19 PO.20 LO.1 5 LO.2 5 LO.3 5