| School/Faculty/Institute | Faculty of Economics, Administrative and Social Sciences | ||||
| Course Code | MKTG 341 | ||||
| Course Title in English | Building a Brand | ||||
| Course Title in Turkish | Marka Oluşturma | ||||
| Language of Instruction | EN | ||||
| Type of Course | Flipped Classroom | ||||
| Level of Course | Intermediate | ||||
| Semester | Fall | ||||
| Contact Hours per Week |
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| Estimated Student Workload | 132 hours per semester | ||||
| Number of Credits | 5 ECTS | ||||
| Grading Mode | Standard Letter Grade | ||||
| Pre-requisites |
MKTG 201 - Marketing |
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| Co-requisites | None | ||||
| Expected Prior Knowledge | None | ||||
| Registration Restrictions | None | ||||
| Overall Educational Objective | To gain in-depth understanding of building a sustainable and profitable brand from scratch. | ||||
| Course Description | Those who are born to build; a company employee or an entrepreneur, ultimately seek to implement a business idea and make a difference. In today's world in which entrepreneurship, local/micro brands or spin-offs are on the rise, this course will summarize the steps to be taken and the processes to be followed while establishing a brand, starting from the mindset and competencies required to create a brand from scratch up until growing/maintaining the brand. The course will mostly be covered through executive storytelling, real life experiences and the guest speakers/founders of distinguished brands. |
Course Learning Outcomes and CompetencesUpon successful completion of the course, the learner is expected to be able to:1) discover how to turn values and talents into a brand 2) understand the mindset of a builder and the competences that should be developed 3) comprehend the different stages of brand building and the steps to take in each stage for a successful venture 4) create brand personality to be different and charge more for it |
| Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 |
|---|---|---|---|---|
| 1) Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology. | ||||
| 2) Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation. | ||||
| 3) Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes. | ||||
| 4) Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts. | ||||
| 5) Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline. | ||||
| 6) Internalization and dissemination of professional ethical standards. | ||||
| 7) Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences. | ||||
| 8) Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level). | ||||
| 9) Recognition, understanding, and respect for the complexity of sociocultural and international diversity. | ||||
| 10) Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement. | ||||
| 11) Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses. | ||||
| 12) Ability to acquire knowledge independently, and to plan one’s own learning. | ||||
| 13) Demonstration of advanced competence in the clarity and composition of written work and presentations. |
| N None | S Supportive | H Highly Related |
| Program Outcomes and Competences | Level | Assessed by | |
| 1) | Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology. | N | |
| 2) | Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation. | N | |
| 3) | Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes. | H | Exam,HW,Participation |
| 4) | Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts. | N | |
| 5) | Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline. | N | |
| 6) | Internalization and dissemination of professional ethical standards. | N | |
| 7) | Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences. | N | |
| 8) | Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level). | N | |
| 9) | Recognition, understanding, and respect for the complexity of sociocultural and international diversity. | S | Participation |
| 10) | Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement. | S | HW,Participation |
| 11) | Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses. | N | |
| 12) | Ability to acquire knowledge independently, and to plan one’s own learning. | S | Exam,HW |
| 13) | Demonstration of advanced competence in the clarity and composition of written work and presentations. | H | Exam,HW |
| Prepared by and Date | RÜYA YÜKSEL , May 2023 |
| Course Coordinator | CEYHAN MUTLU |
| Semester | Fall |
| Name of Instructor | Öğr. Gör. ILGIN ÖZDEMİR YAZGAN |
| Week | Subject |
| 1) | Introduction |
| 2) | How to turn personal values /talents into a brand? |
| 3) | Workshop 3 Decks Game Know Yourself Canvas |
| 4) | Are you born to build? |
| 5) | What it takes to establish a brand? Why would you establish a brand? The Business Idea Branding Process vs Profitability, Brand must-haves Generation shift, rising trends affecting consumer behavior and changing purchase criteria |
| 6) | What are the first steps to take before you start establishing a brand? What should you clarify before you move on? Market & Competitor Analyses Brand purpose, promise, values 10 Step Brand Development Strategy Capital, available capital, budget Supply planning Operational processes and responsibles Marketing plan |
| 7) | What should be revisited in order to grow/maintain the brand? Brand image, values, personality Brand communication Staying up to date Product/Service vs Experience Customer Centricity Operational Efficiency 80/20 Rule |
| 8) | Guest Speaker (Feride Tansug, Co-Founder & General Manager of L’Appart PR) |
| 9) | Presentation |
| 10) | What challenges would/will you face? |
| 11) | What are the competencies successful founders should have/develop? |
| 12) | Guest Speaker (Bunyamin Aydin, Founder & Creative Director of Les Benjamins) |
| 13) | Guest Speaker (Sezen Saral, Co-founder of Reeder) |
| 14) | Establishing a new brand in an existing Corporate Checklist |
| 15) | Final Examination Period |
| 16) | Final Examination Period |
| Required/Recommended Readings | Philip Kotler, Kevin Lane Keller, Marketing Management, Pearson Jim Clifton, Sangeeta Badal, Born To Build, Gallup Press Malcolm Gladwell, Outliers: The Story of Success, Little, Brown and Company Blake Mycoskie, Start Something That Matters, Random House Paul Arden, It’s Not How Good You Are It’s How Good You Want To Be, Phaidon Students do not have to purchase the books. Some readings will be shared during the semester by the instructor. Yet, they are all highly recommended. For some of them, free audio versions are available as well. | |||||||||||||||||||||
| Teaching Methods | The instructor will summarize and explain the key concepts regarding each week’s topic. Students are expected to actively participate in class discussions. With videos, case studies, and real-life examples, the students will have the chance to expand their perspectives of marketing, branding and entrepreneurship. Students are expected to share their opinions, ideas and questions in class. The instructor will facilitate learning as the responsibility of learning falls mainly on students by reading/watching pre-class assignments, searching for more; and working with classmates to deliver the final project. | |||||||||||||||||||||
| Homework and Projects | Students will make a group presentation. The details of the term project will be announced by the instructor. | |||||||||||||||||||||
| Laboratory Work | None | |||||||||||||||||||||
| Computer Use | Personal notebook | |||||||||||||||||||||
| Other Activities | None | |||||||||||||||||||||
| Assessment Methods |
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| Course Administration |
ilgin@accouchee.com In this course, active participation is key to learning and applying. Thus the grading of the class participation will be done based on the quality of active student participation and contribution to in-class activities. Students are expected to attend all sessions and be in class on time. When they can not attend due to a sickness (which should require a report from a full facility hospital) or an excuse accepted my MEF regulations, they should inform the instructors by mail. As the feedback and questions are very valuable for making the course a distinctive learning experience, students may visit the instructors during office hours or send e mails, for any course related issues. Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation. |
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| Activity | No/Weeks | Hours | Calculation | ||||
| No/Weeks per Semester | Preparing for the Activity | Spent in the Activity Itself | Completing the Activity Requirements | ||||
| Course Hours | 14 | 2 | 3 | 1 | 84 | ||
| Presentations / Seminar | 2 | 8 | 6 | 4 | 36 | ||
| Project | 1 | 10 | 1 | 1 | 12 | ||
| Total Workload | 132 | ||||||
| Total Workload/25 | 5.3 | ||||||
| ECTS | 5 | ||||||