GRADUATE SCHOOL

Brand Communication

MI 555 | Course Introduction and Application Information

Course Name
Consumer Insight
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
MI 555
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 Defining the concept of insight which is one of the key concept behind the creativity and which is defined by different communication concepts in a different ways. Clarifying the differences between concepts of creative insight and stretegic insight. Conveying the methods of determining and using the consumer insight.
Learning Outcomes The students who succeeded in this course;
  • The students who succeeded in this course;
  • Be able to distinguish differences between statistical data, finding and insight.
  • Be able to distinguish the insight which triggers creativity in real terms from non-effective insights.
  • Be able to identify necessary insights in order to determine the effective communication strategies.
  • Become skillful at linking and harmonizing different concepts.
  • Be able to write effective briefs based on this insight.
Course Description 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.

 



Course Category

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

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction of the course and course schedule
2 Definition of the concept of insight and two effective ways for finding an insight
3 Principle of 777 Power point presentations
4 Product insight workshop Power point presentations
5 Brand insight workshop Power point presentations
6 Consumer insight workshop Power point presentations
7 Brief format/6 magical question/4C law Power point presentations
8 Brief workshop Power point presentations
9 Midterm assignment: preparing a brief Power point presentations
10 Brief presentations Power point presentations
11 Creative Patterns: Patterns from Ancient Greece Power point presentations
12 Creative Patterns: Hebrew University of Jerusalem patterns Power point presentations
13 Turning a strategic brief into a creative brief Power point presentations
14 Creative brief workshop Power point presentations
15 Final project: writting a creative biref
16 Final presentations

 

Course Notes/Textbooks PPT presentations will be prepared for each phase in creative process and references which support the presentation will be indicated.
Suggested Readings/Materials Cracking the Ad Code, Jacob Goldenberg, Translation:Haluk Mesçi, Optimist

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
20
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
2
50
Presentation / Jury
Project
1
30
Seminar / Workshop
Oral Exams
Midterm
Final Exam
Total

Weighting of Semester Activities on the Final Grade
3
70
Weighting of End-of-Semester Activities on the Final Grade
1
30
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
14
3
42
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
2
10
20
Presentation / Jury
0
Project
1
40
40
Seminar / Workshop
0
Oral Exam
0
Midterms
0
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.

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.

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.

X
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.

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.

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

 


NEWS |ALL NEWS

Izmir University of Economics
is an establishment of
izto logo
Izmir Chamber of Commerce Health and Education Foundation.
ieu logo

Sakarya Street No:156
35330 Balçova - İzmir / Turkey

kampus izmir

Follow Us

İEU © All rights reserved.