GRADUATE SCHOOL
Brand Communication
Courses
Theory-and-practice-based study of how marketing communication mix works in the ‘differentiation and brand building’ process to create customer based brand equity, and how this mix can be managed effectively.
Within the scope of this course, strategies and tactics will be examined in-depth through essential practices of public relations, and will be performed case study analyses.
This course is planned to provide students with the competencies of asking the right questions regarding the field from an integrated marketing communication perspective, formulating them as research questions, following and applying the right methods to answer the questions, planning qualitative or quantitative research, writing down survey forms, coding and analyzing data and preparing research reports.
In this course, by addressing theories in the literature, the fundamentals of IMC concept will be discussed. The contemporary discussions will be run with theoretical approach. While discussing advertising, public relations, sales promotion, direct marketing, and personal selling concepts, contents and executions, the role of marketing communications, integrated marketing communications and marketing and IMC plan will be evaluated with an advanced approach.
Students prepare a research paper under guidance of faculty on current theories and topics. The student is responsible for finding a suitable topic and after approval of the topic by the advisor, will prepare a research outline. The term project will need to develop an analysis that is rooted in theoretical knowledge and existing applications from the related fields.
Elective Courses
MI 551 Corporate Communication
The course encompasses communication with stakeholders within the framework of reputation management, branding strategies, identity, image, corporate story through case studies.
MI 552 Creative Strategy / Strategic Creativity
Analyzing the various brands’ and corporates’ creativity and application cases by taking into consideration the strategies and applications for marketing communication. Exercises for strategy development phases. Case debates
MI 553 Digital Communication
To create digital thinking mindset and create branded digital communication strategies the course covers the changing digital communication concept inline with the changing consumer expectations due to digital and technolojic transformations. The transformation of the digital communication with new trends and developments will be explained in every class. Understanding the digital consumer and the ways to reach them to create an effective digital strategy is the core of the class. Digital communication is to be covered with an understanding of how it contributes to overall brand communication objectives. Communication channels to be explained in detail are diplay, video, social media, mobile, ecommerce, seo, sem, gaming, content, native, programmatic and data.
MI 554 B2B Communication
The number of corporations that produce and market products and services to the end consumer is very high. Organizations that are customers (consumers) of each other need a different approach than B2C approach when performing brand management. This course addresses the spectrum of B2B brand communication from the provision of corporate differentiation to the communication of this differentiation.
MI 555 Consumer Insight
The course consists of the group studies which theoretical backgrounds are supported by brain storming, content analysis and creative harmony workshops.Academic honesty: Plagiarism, copying, cheating, purchasing essays/projects, presenting some one else’s work as your own and all sorts of literary theft is considered academic dishonesty. Under the rubric of İzmir University of Economics Faculty of Communication, all forms of academic dishonesty are considered as crime and end in disciplinary interrogation. According to YÖK’s Student Discipline Regulation, the consequence of cheating or attempting to cheat is 6 to 12 months expulsion. Having been done intentionally or accidentally does not change the punitive consequences of academic dishonesty. Academic honesty is each student’s own responsibility. Plagiarism is the most common form of academic dishonesty. According to the MerriamWebster Online Dictionary, to plagiarize means to steal and pass off (the ideas or words of another) as one's own. The easiest and most effective way to prevent plagiarism is to give reference when using someone else’s ideas, and to use quotation marks when using someone else’s exact words.A detailed informative guideline regarding plagiarism can be found http://iletisim.ieu.edu.tr/ai.
MI 556 Campaign Planning
This course is designed to envisage strategic planning and management process of developing and executing marketing and brand communication campaign. The campaign steps (situation analysis, stakeholder analysis, setting goals and objectives, determining target groups, developing strategies and tactics, execution, evaluation and measurement) will be examined in detail while discussing necessary concepts of campaign planning and execution. The course will be lectured partially online.
MI 557 Research in Brand Communication
In this course, quantitative and qualitative data collection and analysis will be discussed on IMC axis. The processes, methods, and techniques will be introduced for realizing the dynamics of marketing with an integrated approach, developing unique and creative strategies using creative and critical thinking. Moreover, the students are expected to conduct a research for a possible business problem and present it in class.
MI 558 Media Planning and Buying
The class covers the position and importance of the media planning and buying in communication strategy & marketing objectives; the media environment in TR is evaluated. The basic terms and rules of media planning are explained with a strategic point of view along with the strengths and weaknesses of all media channels in details. The aim is to provide a general media, planning & buying literacy, core information about the future of media planning and innovation with case studies. General guidance is provided to team members of final projects.
MI 559 Writing Workshop in Brand Communication
The course will enable students to understand and write texts in various formats used in corporate communication, public relations and advertising. Students will be introduced with the systems and methods of creative thinking for improving the writing skills.
MI 560 Visual Literacy
The screens that surround today’s consumer and dynamic content on these screens have made it a necessity to understand how and what consumer codes. With the help of semiotics, the images that are formed in consumer’s mind and to describe the place they occupy in brand communication are the main topics of this course. Besides, right briefs should be delivered to designers to benefit from the most of design world and to influence consumers.
MI 561 Strategic Public Relations
In this course, strategic PR will be discussed with regard to fundamental strategic PR executions and cases like crisis management, issues management and CSR. The strategic importance of PR in management function will be discussed as well.
MI 562 Consumer in Brand Era
In this course, contemporary discussions about consumer behavior and psychology will be visited to realize effective and efficient brand communication. In this course that aims to create a deep understanding of consumers, the cultural, sociological and psychological aspects of consumption, the things that motivate the consumer, and consumption habits and attitudes of individuals will be covered with regard to brand communicators’ consumers.
MI 563 Advertising Fundamentals
In this course, by addressing up-to-date case studies, historical background, basic definitions and approaches in the literature, the fundamentals of advertising will be discussed. The process of creating an ad will be experienced through writing a brief and creating advertising ideas in line with the brief. The projection of effectiveness of advertising in business will be experienced via case studies and existing research.
MI 564 Case Studies in Brand Communication
In this course, students will develop their skills and knowledge by embracing positive and negative aspects of the process while exploring brand communication examples evaluated by national and international judges.
