Courses – WINTER

Course Description:

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.

Learning Outcomes:

• 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

Curriculum:

Week 1
Day 1	Day 2	Day 3	Day 4	Day 5
Meeting / Introduction to the course	Marketing overview	Brands and Brand management	Customer based brand equity and brand positioning	Midterm online examination
Week 2
Day 6	Day 7	Day 8	Day 9	Day 10
How to build the brand equity?	How to manage the brand equity?	Brand extensions	Brand resonance	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 1^st week)

Final exam: Take-home exam 60 % (at the end of the 2^nd week)

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

Faculty : Administrative Sciences

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

Curriculum:

Week 1
Day 1   Decoding the evolving dynamics of post-liberal international order	Day 2   Changing world order and debates on American grand strategy	Day 3   Changing world order and debates on the international identity of the European Union	Day 4   Changing world order and the rise of China in global politics	Day 5   Decoding the dynamics of Russia’s uneasy relationship with the liberal international order   (Student presentations)
Week 2
Day 6	Day 7	Day 8	Day 9	Day 10
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 %)

Faculty: Administrative Sciences

Course Description:

Digital marketing” is used to contact a specific audience, analyze their needs, promote products and services, and raise brand awareness. Digital marketing employs digital media, social media or websites, whereas traditional marketing relies on the traditional media like as magazines and newspapers. The appropriate Internet strategy could make a big difference in how well you market and sell your products. Advertisers can use an Internet to display adverts which have the ability to approach millions of people across the world.

This course covers many different aspects of digital marketing and the importance of internet in digital marketing. This course also includes the importance of Search Engine Optimization in marketing. It shows how ad ranks are important for the organizations. This course solves the basic understanding towards social media marketing viz. Facebook / LinkedIn / Twitter marketing. It also gives importance for emerging social media platforms such as Instagram and Snapchat. This course gives information about the usefulness of Search Engine advertising in Search engine marketing.

This course takes a practical approach for digital marketing learners. It covers number of web analytic tools such as Google analytics. It will cover information such as creating an ad campaign on Google / Facebook. Reader can learn about current tools and techniques of digital marketing. The reader can develop a digital marketing strategy for any business irrespective of its size, nature, product etc.

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

Curriculum:

Week 1
Day 1	Day 2	Day 3	Day 4	Day 5
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

Week 2
Day 1	Day 2	Day 3	Day 4	Day 5
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

Course Description:

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

Prerequisites:  –

Course Materials:  –

Participation Limit: 20 students

Curriculum:

Week 1
Day 1	Day 2	Day 3	Day 4	Day 5
Meeting & Anatolian Civilisations	Traditional Turkish Art	Visiting Antalya Museum	Contemporary Turkish Art	Contemporary Turkish Art

Week 2
Day 1	Day 2	Day 3	Day 4	Day 5
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	Lecture until 12.00 &Graduating