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
Lecture: 3 Recitation: Lab: Other:
Estimated Student Workload 132 hours per semester
Number of Credits 5 ECTS
Grading Mode Standard Letter Grade
Pre-requisites MKTG 201 - Marketing
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 Competences

Upon 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.

Relation to Program Outcomes and Competences

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

Course Contents

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 ReadingsPhilip 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 MethodsThe 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 ProjectsStudents will make a group presentation. The details of the term project will be announced by the instructor.
Laboratory WorkNone
Computer UsePersonal notebook
Other ActivitiesNone
Assessment Methods
Assessment Tools Count Weight
Attendance 1 % 25
Quiz(zes) 1 % 10
Homework Assignments 1 % 10
Presentation 2 % 25
Project 1 % 30
TOTAL % 100
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.

ECTS Student Workload Estimation

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