Winter School – Courses

Brand Management, 6 ECTS (Blended Online Mobility Erasmus+)

Instructor: Prof. Dr. İlkay Karaduman

Email: [email protected]


Faculty: Economics and Administrative Sciences

Department: Business Administration

Course Description: Brand Management is a comprehensive course designed to immerse students in the world of branding, emphasizing its paramount importance in modern business. Through this course, students will explore the essence of brands, their strategic significance, and the dynamic landscape they operate in. The curriculum delves into fundamental branding principles, equipping students with the skills to analyze, create, and nurture strong brand identities. It also encompasses consumer behavior insights, global brand management challenges, ethical considerations, and the measurement of brand effectiveness. Moreover, students will engage in practical exercises, including a group project, to develop a deep understanding of brand management’s real-world applications. This course empowers participants to become adept brand strategists ready to tackle the evolving branding challenges of the future.

This course aims to equip students with a profound understanding of brand management, enabling them to navigate the complex and ever-changing world of branding with confidence and expertise. Through a blend of theoretical knowledge and practical applications, students will develop the ability to analyze, create, and strategically manage brands to drive business success. Furthermore, this course aims to foster a global perspective on brand management, addressing the challenges and opportunities associated with international markets. It emphasizes ethical considerations in branding and equips students with the tools to measure and evaluate brand performance effectively.

Learning Outcomes: Upon successfully completing the course, students will be able to;

  • Understand the core concepts of brand management
  • Understand the factors that will increase the success of brand management
  • Understand the brand management process of a person/product
  • Understand the impacts of the global business world on brand management

Who can participate: All Students Interested in Brand Management and Marketing in a Colorful World

Prerequisites: Basic Marketing Management Knowledge

Participation Limit: 30 students

Course Materials: Lecture Notes to be shared during courses

Recommended Books:

  • Keller, K. L. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th ed.). Pearson
  • Aaker, D. A., & Joachimsthaler, E. (2000). Brand Leadership: The Next Level of the Brand Revolution. Free Press
  • Kapferer, J. N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th ed.). Kogan Page

Curriculum:

Week 1
Day 1 Day 2 Day 3 Day 4 Day 5
Basics of Marketing; Historical Development of Marketing, Value Concept and Transaction of Value, and Products in Contemporary Marketing Market Analysis Segmentation, Targeting, and Positioning The Marketing Mix: 4Ps of Marketing Product, Price, Place and Promotion Strategies. A Communication Perspective, Brand Positioning, and Value Brands and Brand Management: Why Do We Study It? The Role of Brands Branding Concepts: Brand Awareness (Recognition and Recall), Brand Identity and Brand Image, Brand Personality, Brand Judgments, and Brand Loyalty Brand Equity; Marketing Programs for Brand Equity
Week 2
Day 1 Day 2 Day 3 Day 4 Day 5
Choosing Brand Elements and Other Branding Concepts – I Choosing Brand Elements and Other Branding Concepts – II Strategy Building: Brand Building Toolkit Emerging Concepts in Branding   Final Exam
Online Component
Project Work Presentations

Assessment and Evaluation

  • Homework (30%)
  • Project Work (30%)
  • Final Exam (40%)

IAU reserves the right to cancel any of the courses if insufficient enrollment occurs (Less than 10 participants)

Digital Marketing, 5 ECTS (Blended Online Mobility Erasmus+)

Instructor: Assist. Prof. Dr. Burcu İnci

Email: [email protected]


Faculty: Economics and Administrative Sciences

Department: Business Administration

Course Description: Because of the digital revolution, companies are increasingly shifting marketing efforts from traditional media to digital media such as search engines, social media, and mobile. New technologies influence customers and also have an impact on firm performance. It is important for marketing managers to understand digital strategies and familiarize themselves with some of the technologies underlying them. This course is designed to provide an introduction to digital marketing and focuses on the integration of technology and data in every aspect of marketing to enhance customer experience and secure business success through meaningful engagement and connections.

This course aims students to understand why customers and data have become so essential to marketing, how brands can use customer data to market more effectively, how marketers and business owners can take full advantage of authentic content and online connections to build brand presence and foster loyalty and learn primary means to connect and engage with customers in a digital world.

Learning Outcomes: Upon successfully completing the course, students will be able to;

  • Be familiar with the concepts, theories, and issues in digital marketing
  • Familiarize with the key technologies and strategies used by firms in digital advertising
  • Understand the key metrics in web and social media analytics
  • Develop analytical abilities to understand how digital technology is influencing consumer behavior
  • Make independent assessments of the digital marketing strategies of companies
  • Develop teamwork, critical thinking, and business communication skills

Who can participate: All undergraduate and postgraduate students in social sciences, business, marketing, humanities, arts, communication, political sciences, philology, and journalism.

Prerequisites: Basic Principles of Marketing Knowledge

Participation Limit: 30 students

Course Materials: eMarketing: The Essential Guide to Marketing in a Digital World, 7th Edition, 2022 (available as a free downloadable PDF https://www.redandyellow.co.za/textbook/)

Recommended Books:

  • Sweeney, Benjamin, Digital Marketing QuickStart Guide: The Simplified Beginner’s Guide to Developing a Scalable Online Strategy, Finding Your Customers, and Profitably Growing Your Business. ClydeBank Media LLC, 2022.
  • Dave Chaffey and Fiona Ellis-Chadwick, Digital Marketing, 8th Edition, Pearson, 2022
  • Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd edition, Que Publishing, 2018

Curriculum:

Week 1
Day 1 Day 2 Day 3 Day 4 Day 5
Introduction to Marketing and Digital Marketing Online Market Research and Digital Marketing Strategy  Search Engine Optimization (SEO) and User Experience (UX) Web Development and eCommerce Quiz – I
Content Marketing
Week 2
Day 1 Day 2 Day 3 Day 4 Day 5
Social Media Marketing Direct marketing Search and Social Media Advertising Quiz – II
Online and Display Advertising
Final Exam
Web analytics
Online Component
Group Project Presentations

Assessment and Evaluation:

  • Quiz – I (15%)
  • Quiz – II (15%)
  • Group Project Presentation (30%)
  • Final Exam (40%)

IAU reserves the right to cancel any of the courses if insufficient enrollment occurs (Less than 10 participants)

International Organizations and World Politics, 5 ECTS (Blended Online Mobility Erasmus+)

Instructor: Prof. Dr. Tarık Oğuzlu

Email: [email protected]


Faculty: Economics and Administrative Sciences

Department: Political Science and International Relations

Course Description: The course mainly explores international organizations’ role, functions, and effectiveness in international politics from theoretical/conceptual and empirical perspectives. In doing so, the course also examines approaches of great powers and middle powers to the issues of international organizations, global governance, and world politics in detail. While exploring possible ways of improving the capacity of the international community as a whole to deal with global challenges, the course aims to help students gain a deeper understanding of how international organizations work (or don’t), as well as the margins of maneuverability within it for improving outcomes. The course combines theoretical and policy-oriented perspectives in examining the performance of international organizations in the issue-areas of peace and security, economic and social development as well as democratization and human rights.

Learning Outcomes: Upon successfully completing the course, students will be able to;

  • Analyze the role and status of international organizations in world politics from theoretical and empirical perspectives
  • Analyze the approaches of great powers and middle powers to the issues of international organizations, global governance, and world politics in detail

Who can participate: The course is open to undergraduate and graduate students in social sciences, international relations, humanities, arts, communication, political science, economics, management, journalism, and business administration

Prerequisites:  Desire to enhance knowledge and improve critical thinking skills in international politics

Participation Limit: 20 students

Course Materials: Readings will be shared with students. There is a course book, recommended journal articles, policy briefs, and think tank reports. Students will also watch interesting videos on YouTube concerning the issues of daily lectures.

Curriculum:

Week 1
Day 1 Day 2 Day 3 Day 4 Day 5
Theoretical Approaches to International Organizations and World Politics – Mainstream Perspectives   Theoretical Approaches to International Organizations and World Politics – Critical/Alternative Perspectives  The Postwar Liberal International Order and the United Nations system   The Emerging Post-liberal International Order and Challenges to the United Nations System American Approaches to World Politics and International Organizations – The Case of NATO and American Hegemony
Week 2
Day 1 Day 2 Day 3 Day 4 Day 5
European Approaches to International Organizations and World Politics – The Case of the European Union Chinese and Russian Approaches to International Organizations and World Politics – The Cases of the Shanghai Cooperation Organization, BRICS, and the Belt and Road Initiative International Organizations and World Politics – Perspectives from the Global South International Organizations and World Politics Concerning Climate Change, Pandemics, Artificial Intelligence, Refugees and Migrants Final Exam
The Future of Globalization and Debates on a new Cold War – The Promise of International Organizations in the Emerging Century
Online Component
Research Projects Presentations

Assessment and Evaluation

  • Class Attendance & in-class Participation (10%)
  • Research Project (25%)
  • Research Project Presentations (25%)
  • Final Exam (40%)

IAU reserves the right to cancel any of the courses if insufficient enrollment occurs (Less than 10 participants)

Exploration of Turkish Art via Museums, 5 ECTS (Blended Online Mobility Erasmus+)

Instructor: Mesut Batuhan Çankır

Email: [email protected]


Faculty: Fine Arts

Department: Art and Culture Management

Course Description: Our first stop is Antalya, one of the most beautiful cities in Türkiye. The history and location of this region is very important for our program. It has hosted many civilizations and has important ancient cities and ruins. We will experience all of these in this city and learn a lot of theoretical knowledge about Anatolian Civilizations and Turkish art.

Our second stop is Istanbul, one of the oldest cities in the world, the city is located on two continents and is the biggest city in Turkey. Also, the new center of modern and contemporary art with its historical and cultural roots. In this beautiful city, We will continue to see Anatolian Civilizations and Arts, Traditional and Contemporary Turkish Arts by visiting museums in an interactive manner.

Within the two weeks, students will learn quite a little information about Anatolian and Turkish art through presentations in classrooms then they will prove this information in museums experimentally. The Course contains Hittite, Phrygian, Lydian arts, traditional arts; calligraphy, miniature, tiles, the best works of contemporary Turkish artists, and many more. The museums that will be visited are Antalya Museum, Istanbul Archeological Museums, Turkish and Islamic Arts Museums, Sakıp Sabancı Museum, Pera Museum, Istanbul Painting and Sculpture Museums, and Istanbul Modern Museum.

Learning Outcomes: Upon successfully completing the course, the students will be able to;

  • Identify Anatolian, Traditional, and Contemporary Turkish art
  • See and Discover Istanbul’s Museums
  • Understand the Differences Between Art Disciplines and Movements

Who can participate: The course is open to all undergraduate and graduate students

Prerequisites: –

Participation Limit: 20 students

Course Materials: Readings will be shared during courses

Curriculum:

Week 1
Day 1 Day 2 Day 3 Day 4 Day 5
Anatolian Civilizations  Traditional Turkish Art  Visiting Antalya Museum   Contemporary Turkish Art – I Midterm Exam
Contemporary Turkish Art – II
Week 2
Day 1 Day 2 Day 3 Day 4 Day 5
Visiting Istanbul Archaeological & Turkish and Islamic Art Museums Visiting Sabancı Museum Visiting Pera Museum & Taksim Galleries Final Exam
Visiting Istanbul Modern & Istanbul State Art and Sculpture Museum 
Wrap-up & Graduation Ceremony
Online Component
Project Presentations

Assessment and Evaluation:

  • Midterm Exam (40%)
  • Project Presentation (20%)
  • Final Exam (40%)

IAU reserves the right to cancel any of the courses if insufficient enrollment occurs (Less than 10 participants)

Genetics and Medical Biotechnology, 6 ECTS (Blended Online Mobility Erasmus+)

Instructor: Assist. Prof. Dr. Arta Armani

Email: [email protected]


Faculty: Medicine

Department: Medical Biology and Genetics

Course Description: Medical Biotechnology, with the growth in Genetic Engineering technology and the advancement of research in Biotechnology, is experiencing rapid growth in recent years. This natural science field leads to opportunities to develop innovative technologies to improve human health by preventing, diagnosing, and treating genetic diseases. In this line, Medical Biotechnology has revolutionized the health system and combines engineering technologies with biological sciences to regulate systems and living organisms. Genome sequencing, cloning, stem cell research, and gene therapy combined with CRISPR/Cas9 technology are the most important benefits of genetic engineering that make this field indispensable in the modern world.

The course aims to teach advanced lessons in the biological processes meant for medical biotechnology and other purposes. During the course, the concept of medical biotechnology and its connections with human genetic diseases will be covered systematically from the central dogma of genetics and then generalized with the recent applications in biotechnology with special topics.

The course is designed in two parts which will provide students the opportunity to learn not only the theoretical part of the course but also apply the practical part in our laboratories by using Genomic DNA Isolation and Measurement Procedures, Polymerase Chain Reaction (PCR), RFLP, Agarose Gel Electrophoresis, Sequencing, and Bioinformatics Tools. A unique aspect of this course is its focus on biotechnology in medicine.

Learning Outcomes: Upon successfully completing the course, the students will be able to;

  • Understand Basic Concepts of Genetics and Medical Biotechnology
  • Learn Specific Techniques Applied in Medical Genetics 
  • Gain Knowledge About Genetic Engineering Technology
  • Learn Innovative Techniques in Medical Biotechnology

Prerequisites: Basic Genetics and Computer Skills

Who can participate: Students from the Faculty of Medicine, Genetic Engineering, Science and Arts (Genetics, Biotechnology, Bioinformatics, Neuroscience, Biochemistry) department.

Participation Limit: 20 students

Curriculum:

Week 1
Day 1 Day 2 Day 3 Day 4 Day 5
The Biotechnology Century and Its Workforce   Introduction to Genes and Genomes, Genomic DNA Isolation, and Measurement  Genetic Engineering: Recombinant DNA Technology and PCR Experiment   Proteins as Final Products of Genes and RFLP Experiment Midterm Exam
Medical Biotechnology and Its Applications: Agarose Gel Electrophoresis
Week 2
Day 1 Day 2 Day 3 Day 4 Day 5
Bioinformatics and Genomic Databases The Greatest Discovery: The Human Genome Project and Sequence Analysis Cancer Genetics, Pharmacogenomics and Bioinformatics Tools Final Exam
Gene Therapy, CRISPR/Cas9 Technology, and Agarose Gel Electrophoresis
Ethics and Medical Biotechnology
Online Component
Research (HW) Project Presentations

Assessment and Evaluation:

  • Research (HW) Project Presentation (30%)
  • Midterm Exam (30%)
  • Final Exam (40%)

IAU reserves the right to cancel any of the courses if insufficient enrollment occurs (Less than 10 participants)