GRADUATE SCHOOL

Brand Communication

MI 562 | Course Introduction and Application Information

Course Name
Consumer in Brand Era
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
MI 562
Fall/Spring
3
0
3
5

Prerequisites
None
Course Language
Turkish
Course Type
Elective
Course Level
Second Cycle
Mode of Delivery face to face
Teaching Methods and Techniques of the Course Discussion
Case Study
Q&A
Lecture / Presentation
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives
Learning Outcomes The students who succeeded in this course;
  • Recognize the consumer as a human being
  • Internalize the trends related to consumerism
  • Think in relation to the principle of “unchanging human being”
  • Develop strategies according to varying and unchanging consumer principles.
Course Description In this course, contemporary discussions about consumer behavior and psychology will be visited to realize effective and efficient brand communication. In this course that aims to create a deep understanding of consumers, the cultural, sociological and psychological aspects of consumption, the things that motivate the consumer, and consumption habits and attitudes of individuals will be covered with regard to brand communicators’ consumers.

 



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 to the course
2 Mass Society and Consumer Culture I Featherstone, M. (1993). Consumer Culture and Postmodernism. Sage London CHAPTER 1
3 Mass Society and Consumer Culture II Featherstone, M. (1993). Consumer Culture and Postmodernism. Sage London CHAPTER 2
4 Marxism and Consumer Culture Featherstone, M. (1993). Consumer Culture and Postmodernism. Sage London CHAPTER 3
5 Consumer Culture and Critical Theory I Featherstone, M. (1993). Consumer Culture and Postmodernism. Sage London CHAPTER 4
6 Consumer Culture and Critical Theory II Featherstone, M. (1993). Consumer Culture and Postmodernism. Sage London CHAPTER 5
7 Midterm
8 Popular Culture and Consumerism I Featherstone, M. (1993). Consumer Culture and Postmodernism. Sage London CHAPTER 6
9 Popular Culture and Consumerism II Featherstone, M. (1993). Consumer Culture and Postmodernism. Sage London CHAPTER 7
10 Identity, Nationalism and Consumer Culture Featherstone, M. (1993). Consumer Culture and Postmodernism. Sage London CHAPTER 8
11 Globalization and Consumer Culture Featherstone, M. (1993). Consumer Culture and Postmodernism. Sage London CHAPTER 9
12 Presentations
13 Presentations
14 Presentations
15 Semester Review
16 Semester Review

 

Course Notes/Textbooks

Featherstone, M. (1993). Consumer Culture and Postmodernism. Sage London

Suggested Readings/Materials

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
15
Laboratory / Application
Field Work
Quizzes / Studio Critiques
5
25
Portfolio
Homework / Assignments
Presentation / Jury
1
15
Project
1
15
Seminar / Workshop
Oral Exams
Midterm
1
30
Final Exam
Total

Weighting of Semester Activities on the Final Grade
9
100
Weighting of End-of-Semester Activities on the Final Grade
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
5
2
10
Portfolio
0
Homework / Assignments
0
Presentation / Jury
1
15
15
Project
1
15
15
Seminar / Workshop
0
Oral Exam
0
Midterms
1
20
20
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.

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.

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.

X

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

 


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