| 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.
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| Course Description in Turkish |
Bir şeyler inşa etmek için doğmuş insanlar gerek bir şirket çalışanı olarak gerekse bir girişimci olarak eninde sonunda bir iş fikrini hayata geçirmek ve fark yaratmak isterler.
Bu ders, girişimciliğin, lokal/mikro markaların veya yan faaliyet alanlarının artışta olduğu günümüzde, sıfırdan bir marka yaratmak için gereken bakış açısı ve yetkinliklerden başlayarak bir marka kurarken atılacak adımlar, takip edilecek süreçler ve markayı büyütmek ya da sürdürebilmek için gerekenler hakkında bilgi verecektir.
Ders çoğunlukla uygulama hikâyelerinin anlatımı, sektörel deneyimler ve konuk olacak kurucuların hikayeleri üzerinden işlenecektir.
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Program Outcomes and Competences |
Level |
Assessed by |
| 1) |
Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences |
S |
Participation
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| 2) |
Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors |
H |
Presentation
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| 3) |
Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects
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H |
Presentation
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| 4) |
Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability |
S |
Participation
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| 5) |
Demonstrates individual and professional ethical behavior and social responsibility |
S |
Participation
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| 6) |
Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues |
S |
Participation
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| 7) |
Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions |
H |
Presentation
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| 8) |
Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting |
S |
Presentation
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| 9) |
Displays computer proficiency to support problem solving and decision-making |
N |
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| 10) |
Demonstrates teamwork, leadership, and entrepreneurial skills |
H |
Project
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| 11) |
Displays learning skills necessary for further study with a high degree of autonomy
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S |
Participation
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| Week |
Subject |
| 1) |
Introduction
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| 2) |
How to turn personal values /talents into a brand?
Required Watching Before Class:
TOMS https://www.youtube.com/watch?v=C3eCo-El_RY (4:36 minutes)
BEYOND MEAT https://www.youtube.com/watch?v=jnkDLyqrpYo (8:50 minutes)
CHANEL https://www.youtube.com/watch?v=2G88zqPxJ00 (2:57 minutes)
https://www.youtube.com/watch?v=Sq6vqY7tWuU (3:09 minutes)
https://www.youtube.com/watch?v=tGpLB6fpKuM (3:28 minutes)
https://www.youtube.com/watch?v=4RI-dBu-Mm4 (1:51 minutes)
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| 3) |
Workshop
3 Decks Game
Know Yourself Canvas
Required Watching Before Class:
Jobs (2013) https://www.youtube.com/watch?v=vALEFaBENYY (2 hours) |
| 4) |
Are you born to build?
Required Reading Before Class: (will be distributed by the instructor)
Gallup Born to Build Parts (“What are you building?” & “The Builder’s Mindset”)
Sample Report
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| 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
Required Watching Before Class:
So who is this Elon Musk guy: https://www.youtube.com/watch?v=hQXLrPlcbeo (15:38 minutes)
It will give you goosebumps: https://www.youtube.com/watch?v=t1XCzWlYWeA (6:31 minutes)
Elon Musk’s Daily Schedule: https://www.youtube.com/watch?v=9WBAduCwpYo (9:31 minutes)
How Elon Musk Got $126 Billion Richer In A Single Year: https://www.youtube.com/watch?v=esGgOycoHyw (3:36 minutes)
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| 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
Required Watching Before Class:
NETFLIX:https://www.youtube.com/watch?v=qYqrTTXmHaE (2:56 minutes)
SHOPIFY:https://youtu.be/6HOVX0wQOFY (6:08 minutes)
Syrup 2013 https://www.youtube.com/watch?v=7TxYZW-mQG0 (1,5 hours)
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| 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
Required Watching Before Class:
LULULEMON:https://www.youtube.com/watch?v=98KPfTDMCbA&t=7s (36:36 minutes)
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| 8) |
Guest Speaker (Feride Tansug, Co-Founder & General Manager of L’Appart PR)
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| 9) |
Presentation |
| 10) |
What challenges would/will you face?
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| 11) |
What are the competencies successful founders should have/develop?
Required Listening Before Class:
Bünyamin Aydın Her Gün Mutlaka Ne Yapar? Spotify podcasts (8 minutes)
Simon Sinek's Advice https://www.youtube.com/watch?v=4oN5JShOs2I (13:48 minutes)
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| 12) |
Guest Speaker (Bunyamin Aydin, Founder & Creative Director of Les Benjamins)
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| 13) |
Guest Speaker (Sezen Saral, Co-founder of Reeder)
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| 14) |
Establishing a new brand in an existing Corporate
Checklist
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| 15) |
Final Examination Period
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| 16) |
Final Examination Period
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Information Package / Course Catalogue