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 | DiscussionGroup WorkCase StudyQ&AApplication: Experiment / Laboratory / WorkshopLecture / 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;
|
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. |
|
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 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