GRADUATE SCHOOL

Brand Communication

MI 554 | Course Introduction and Application Information

Course Name
B2B Communication
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
MI 554
Fall/Spring
3
0
3
5

Prerequisites
None
Course Language
Turkish
Course Type
Elective
Course Level
Second Cycle
Mode of Delivery Online
Teaching Methods and Techniques of the Course -
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives The aim of this course is to introduce students to the basic principles and practices of B2B field in marketing communication. While communicating the concept of B2B communication to students, especially the conceptual differences will be examined and evaluated through practices
Learning Outcomes The students who succeeded in this course;
  • relate B2B marketing and B2B communication,
  • evaluate the basic principles of B2B communication,
  • evaluate the similarities and differences of B2B communication and corporate communication,
  • examine the differences of B2C and B2B communication,
  • analyze B2B campaigns.
Course Description 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.

 



Course Category

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

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction
2 To brand or not to brand Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss.33-86
3 Dimensions of branding Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss.87-188
4 Brand Differentiation Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss. 132-150
5 Brand evaluation Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss. 151-153
6 Brand Communication Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss. 132-150
7 Brand attributes Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss. 151-188
8 B2B Brand management and communication Guest speaker
9 Acceleration Through Branding Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss.189-242
10 Beware of Branding Pitfalls Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss. 319-342
11 Success Stories of B2B Branding Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss.243-318
12 Future Perspective Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss.343-374
13 Project
14 Project
15 Project
16 Review of the semester

 

Course Notes/Textbooks

Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya.

Suggested Readings/Materials

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
Project
1
40
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
1
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
12
1
12
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
1
20
20
Presentation / Jury
0
Project
1
40
40
Seminar / Workshop
0
Oral Exam
0
Midterms
1
30
30
Final Exam
0
    Total
150

 

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.

2

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

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.

5

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

X
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.

X
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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