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
|
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Course Language |
Turkish
|
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Course Type |
Elective
|
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Course Level |
Second Cycle
|
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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;
|
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. |
|
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. |
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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