GRADUATE SCHOOL
Brand Communication
MI 551 | Course Introduction and Application Information
| Course Name |
Corporate Communication
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MI 551
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
Turkish
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
Second Cycle
|
|||||
| Mode of Delivery | Blended | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkCase StudyQ&ACritical feedbackLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course focuses on the strategic communication activities of companies for various stakeholders including investors, employees, customers and the media. It aims to present knowledge and perspective on corporate branding strategies and functions. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | The course encompasses communication with stakeholders within the framework of reputation management, branding strategies, identity, image, corporate story through case studies. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the Course | |
| 2 | Communicating the vision and reason of being for the corporates | Kadıbeşegil, S. (2012), Oyun Bitti. Optimist Yayın ve Dağıtım, İstanbul. ss.20-87 |
| 3 | Case Study | Ford Otosan faaliyet raporu https://www.fordotosan.com.tr/tr/yatirimcilar/finansal-raporlar/faaliyet-raporlari Unilever faaliyet raporu https://www.unilever.com.tr/Images/unilever-s-rd-r-lebilir-ya-am-plan--10.-y-l_low_tcm1316-552035_1_de.pdf |
| 4 | Transformation of corporate values to reputation | Kadıbeşegil, S. (2012), Oyun Bitti. Optimist Yayın ve Dağıtım, İstanbul. ss. 185-219 |
| 5 | Case Study | Ford Otosan Annual Report https://www.fordotosan.com.tr/tr/yatirimcilar/finansal-raporlar/faaliyet-raporlari Unilever Annual Report https://www.unilever.com.tr/Images/unilever-s-rd-r-lebilir-ya-am-plan--10.-y-l_low_tcm1316-552035_1_de.pdf |
| 6 | Communication in the era of Meaningful Companies | Kadıbeşegil, S. (2012), Oyun Bitti. Optimist Yayın ve Dağıtım, İstanbul. ss. 185-219 |
| 7 | Case Study | Ford Otosan Annual Report https://www.fordotosan.com.tr/tr/yatirimcilar/finansal-raporlar/faaliyet-raporlari Unilever Annual Report https://www.unilever.com.tr/Images/unilever-s-rd-r-lebilir-ya-am-plan--10.-y-l_low_tcm1316-552035_1_de.pdf |
| 8 | Benefit corporations. Ethical & Fare trade and new business models | Kadıbeşegil, S. (2012), Oyun Bitti. Optimist Yayın ve Dağıtım, İstanbul. ss. 185-219 Salim Kadıbeşegil, 2019, Patronlar Ceo'lar ve Üst Düzey Yöneticiler İçin Kurumsal Dersler, Cinius Yayınları, İstanbul. ss.44-58 |
| 9 | Midterm | |
| 10 | Case Study | ASHOKA https://ashokaturkiye.medium.com/sosyal-giri%C5%9Fimcilik-nedir-sosyal-giri%C5%9Fimci-kimdir-3c0448e00271 |
| 11 | Agenda of the NGO’s and protest brands | Kadıbeşegil, S. (2012), Oyun Bitti. Optimist Yayın ve Dağıtım, İstanbul. ss. 219-227 |
| 12 | Case Study | http://www.temizgiysi.org/clean-clothes-campaign-turkey-protest-against-defacto/ |
| 13 | New leaders – Communicators of the new World. | Kadıbeşegil, S., (2012). Şimdi Stratejik İletişim Zamanı, MediaCat Kitapları, İstanbul. ss.155-215 |
| 14 | Strategic communication plan | Kadıbeşegil, S., (2012). Şimdi Stratejik İletişim Zamanı, MediaCat Kitapları, İstanbul. ss.207-215 / Project |
| 15 | Semester Review | |
| 16 | Final Presentations |
| Course Notes/Textbooks |
|
|
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
6
|
30
|
| Presentation / Jury |
1
|
40
|
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
8
|
60
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
11
|
1
|
11
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
6
|
6
|
36
|
| Presentation / Jury |
1
|
35
|
35
|
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
20
|
20
|
| Final Exam |
0
|
||
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication. |
|||||
| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. |
|||||
| 3 | To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication. |
X | ||||
| 4 | To be able to evaluate strategies and solution methods developed in brand communication. |
|||||
| 5 | To be able to understand the basic principles of corporate communication management and gain the skills to apply them. |
X | ||||
| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. |
|||||
| 7 | To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders. |
X | ||||
| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. |
|||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
