GRADUATE SCHOOL

Brand Communication

MI 501 | Course Introduction and Application Information

Course Name
Brand Communication
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
MI 501
Fall
3
0
3
7.5

Prerequisites
None
Course Language
Turkish
Course Type
Required
Course Level
Second Cycle
Mode of Delivery face to face
Teaching Methods and Techniques of the Course Discussion
Group Work
Case Study
Q&A
Application: Experiment / Laboratory / Workshop
Lecture / Presentation
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives Studying the importance and function of communication in brand creation and the process of building brands, against the theoretical background and real-life cases.
Learning Outcomes The students who succeeded in this course;
  • Will be able to plan various brand communication strategies based on the brand’s ‘reason for being’ and the ‘uniqueness’
  • Will be able to analyze a brand by various parameters of strategy and brand building creativity
  • Will be able to explain the differentiating insight, consumer-based values and other factors constituting a brand
  • Will be able to analyze and interpret the market position of competitive brands in the same product category
  • Will be able to manage the decision making stages in planning and execution of brand communication
Course Description 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.

 



Course Category

Core Courses
X
Major Area Courses
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction
2 What is a brand and what is branding? Building Strong Brands, David A. Aaker. Chapter 1 pp.15-52
3 Positioning New Positioning, Jack Trout Chapter 2 pp. 56-99
4 Differentiation New Positioning, Jack Trout Chapter 2 pp. 9-49
5 Positioning and Differentiation Case study
6 Brand Equity Building Strong Brands, David A. Aaker. Chapter 10 pp.323-358
7 Brand Key https://becausebranding.wordpress.com/2016/02/12/position-your-brand-using-the-brandy-model/
8 Brand Asset Valuator bavconsulting.com
9 Midterm
10 Building a brand- Product attributes Building Strong Brands, David A. Aaker. Chapter 10 pp. 359-378
11 Building a brand- Consumer insight Articles
12 Marketing and Marketing Communications IMC, the Next Generation Five Steps for Delivering Value and Measuring Returns Using Marketing Communication, Don Schultz and Heidi Schultz Chapter 2&3 pp.19-75
13 Brand Communication Case Study
14 Brand Communication Campaign – Building the brand and brand communications In class
15 Brand Communication Campaign – Presentations In class
16 Review of the semester

 

Course Notes/Textbooks
Suggested Readings/Materials

Güçlü Markalar Yaratmak, (David A. Aaker.) ISBN: 9786055755164

Bu Topraklardan Dünya Markası Çıkar mı? (Güven Borça), ISBN: 9758378692

The Tipping Point (Kıvılcım Anı) Küçük Şeyler Nasıl Büyük Farklar Yaratır? (Malcolm Gladwell), ISBN: 6054584604  

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Kevin Lane Keller. ISBN-13: 978-0132664257

Yeni Konumlandırma, Jack Trout  ISBN: 978-9756225349

Different: Escaping the Competitive Herd, Youngme Moon ISBN-13: 978-0307460868

The New Strategic Brand Management: Advanced Insights and Strategic Thinking, Jean-Noël Kapferer. ISBN-13: 978-0749465155

Managing Brand Equity, David A. Aaker. ISBN-13: 978-0029001011

Principles of Marketing , Philip Kotler and Gary Armstrong. ISBN-13: 978-0134492513

www.warc.com

http://ebook.effieturkiye.org/

Advertising films from various periods

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
1
20
Project
1
20
Seminar / Workshop
Oral Exams
Midterm
1
30
Final Exam
Total

Weighting of Semester Activities on the Final Grade
3
60
Weighting of End-of-Semester Activities on the Final Grade
2
40
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
0
Study Hours Out of Class
9
2
18
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
1
34
34
Presentation / Jury
1
25
25
Project
1
55
55
Seminar / Workshop
0
Oral Exam
0
Midterms
1
45
45
Final Exam
0
    Total
225

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication.

X
2

To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods.

X
3

To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication.

X
4

To be able to evaluate strategies and solution methods developed in brand communication.

X
5

To be able to understand the basic principles of corporate communication management and gain the skills to apply them.

6

To be able to plan, develop, manage and evaluate an integrated brand communication campaign.

7

To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders.

X
8

To be able to perform studies and practices in accordance with professional and social ethical values.

9

To be able to carry out an independent study on subjects requiring expertise in the field of brand communication.

X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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