The aim of the course is to provide a comprehensive and up to date treatment of the subjects of brands, brand equity and strategic brand management- the design and implementation of marketing programme and activities to build, measure and manage brand equity.
Understanding the role of brands, the concept of brand equity and advantages of creating strong brand equity
Understanding three main idea to build brand equity as choosing brand elements, designing marketing programs and leveraging brand associations
Understanding branding strategies such as brand hierarchies, portfolios, extensions
Who can participate: all students interested in brand management and marketing colorful world 🙂
Prerequisites, if any: n.a
Course Materials: The main book of the course is “Strategic Brand Management” by Kevin Lane Keller published by Pearson Global
Participation Limit: 30
Meeting / Introduction to the course
Brands and Brand management
Customer based brand equity and brand positioning
Midterm online examination
How to build the brand equity?
How to manage the brand equity?
Take home exam as final examination (Homework and ppt)
Assessment and Evaluation
Mid-term exam: Take home online quiz 40% (at the end of the 1st week)
Final exam: Take-home exam 60 % (at the end of the 2nd week)
IAU reserves the right to cancel any of the courses if insufficient enrollment occurs (Less than 10 participants)
Course Description: This course is designed as an introduction to current issues in international politics that appear to have a great impact on the dynamics of peace and cooperation across the globe. The goal is to help students engage in various issues on global agenda from conceptual, theoretical, political and practical perspectives. Making sense of today’s international environment in light of key issues concerning humanity is a vital task.
Learning Outcomes: Upon successfully completing the course, students will be able to analyze current issues in international politics from conceptual, theoretical, political and practical perspectives as well as develop an intellectual capacity to see where our world is headed to.
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, if any: Desire to enhance knowledge and to improve critical thinking skills on international politics.
Course Materials: Readings will be shared with students.
Participation Limit: 30 students
Day 1 Decoding the evolving dynamics of post-liberal international order
Day 2Changing world order and debates on American grand strategy
Day 3Changing world order and debates on the international identity of the European Union
Day 4Changing world order and the rise of China in global politics
Day 5Decoding the dynamics of Russia’s uneasy relationship with the liberal international order(Student presentations)
Making sense of NATO, BRICS and Shanghai Cooperation Organization in today’s world
Changing dynamics of political, security and economic order in the greater Middle East
The growing importance of middle powers in global politics – traditional vs. new-age middle powers
Revolutions in Energy, Technology and Military Affairs and the future of humanity
The future of globalization: Are we heading toward the Second Cold War?(Student presentations)
Assessment and Evaluation
Mid-term exam: Student presentations at the end of the 1st and 2nd weeks (40 %)
Final exam: Take-home exam at the end of the 2nd week (60 %)
This course is about the exciting world of digital marketing. The importance of digital marketing has been outlined by Ryan (2017) as:
“Digital marketing has become the most powerful form of marketing ever known to mankind.” The growth of the Internet, in terms of the number of websites online and the number of people with internet access, is unstoppable. It’s estimated that there are more people online today globally than offline. As the potential audience grows, so too does the allure of digital marketing. Digital marketers around the world need to understand new ways of understanding and engaging with their customers who are becoming better informed, better connected, more communicative and more in control than ever.
In this course, we are going to look at how businesses can harness the power of online revolution to connect and engage with their customers successfully. One of the key things to remember is digital marketing is not about understanding the underlying technology, but rather about understanding people, how they are using that technology, and how you can leverage that to engage with them more effectively. Yes, today’s marketers have to learn to use technology; but understanding people is the real key to unlocking the potential of digital marketing.
The Impact of This Course on Your CV and Employability: In this course you will be introduced to Digital Garage by Google, which offers a range of digital marketing skills tutorials. Digital Garage courses are approved by industry experts, top entrepreneurs and some of the world’s leading employers. On successfully completion of all activities you will be able to receive an accredited certification from Google that can help to enhance your CV, which can also be upload able to your LinkedIn profile.
Learning Outcomes: This intense digital marketing course will introduce you to the key principles and practices of digital marketing. By the end of this course, you will be able to:
1. Describe the transition from marketing to digital marketing
2. How digital technology is influencing consumer behavior
3. How to assess effectiveness of websites and create compelling web content
4. Engage consumers through email, mobile and social media marketing
5. Comprehend what search engine marketing is and how it works
Who can participate: The course is open to undergraduate and graduate students in social sciences, business and marketing, humanities, arts, communication, political sciences, philology and journalism.
Participation Limit: 30 students
Introduction to and digital marketing.
Traditional consumer behaviour versus online consumer behaviour
Assessing the effectiveness of websites
The growth of content marketing in the digital age
Assignment: Digital Garage test
Digital marketing fundamentals
Digital marketing strategy and development
Campaign planning for digital media
Examining a real case of Hill’s digital marketing activities and BENSENO digital agency visit
Closing- the final exam
Exploration of Turkish Art via Museums, 3 ECTS
Instructor: Mehmet Resat Basar, Professor (Istanbul Aydın University), Mesut Batuhan Cankir, Lecturer (Istanbul Aydın University)
Our first stop is Antalya, one of the most beautiful cities in Turkey. The history and location of this region is very important for our programme. It has hosted many civilizations and has important ancient cities and ruins. We will experience all 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 which located on two continents, the biggest city of 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 here 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 few information about Anatolian and Turkish art by presentations in classrooms then they will prove this information in museums experimentally. The Course contain 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 and Traditional and Contemporary Turkish art
• See and discover Antalya & Istanbul’s museums
• Understand differences between art disciplines also movements
Who can participate: The course is open to all undergraduate and graduate students
Course Materials: –
Participation Limit: 20 students
Meeting & Anatolian Civilisations
Traditional Turkish Art
Visiting Antalya Museum
Contemporary Turkish Art
Contemporary Turkish Art
Visiting Istanbul Archaeological & Turkish and Islamıc Arts Museums
Visiting Sabancı Museum
Visiting Pera Museum & Taksim Galleries
Visiting Istanbul Modern & İstanbul State Art and Sculpture Museum & Final Exam