GRADUATE SCHOOL
Brand Communication
MI 564 | Course Introduction and Application Information
| Course Name |
Case Studies in Brand Communication
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MI 564
|
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 | DiscussionGroup WorkCase StudyQ&ACritical feedbackLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | ||||||
| Course Objectives | In this course, the aim is to enhance fundamental knowledge and skills with case studies by exploring successful and unsuccessful campaigns. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | In this course, students will develop their skills and knowledge by embracing positive and negative aspects of the process while exploring brand communication examples evaluated by national and international judges. |
|
|
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 | Effie Turkey Advertising Competition Awarded Ads | Case studiesfrom Effie Awards |
| 2 | Effie Turkey Advertising Competition Awarded Ads | Case studiesfrom Effie Awards |
| 3 | The Concept of Insight and Deep Metaphors | Zaltman, G., & Zaltman, L. (2017). Pazarlama Metaforları, Çev. Ümit Şensoy, MediaCat Kitapları, İstanbul. |
| 4 | The Concept of Insight and Basic Impulses | Zaltman, G., & Zaltman, L. (2017). Pazarlama Metaforları, Çev. Ümit Şensoy, MediaCat Kitapları, İstanbul. |
| 5 | Effective Brief Writing for Effective Advertisements - Assignment 1 Description | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed.) |
| 6 | Homework Presentations and Evaluation | |
| 7 | Examples from World Classics and Interactive Study | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 8 | Examples of Current World Advertisements and Interactive Study | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 9 | Midterm Exam | |
| 10 | Media Independent Thought and Examples | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 11 | The Concept of Brand Ideal and Issue-Driven Communication. Good and Bad Examples | Grow, Stengel Jim, Case Study (Effie, Red, Clio, Cannes, IPRA, PRSA etc. award-winning works from competitions will be examined. |
| 12 | B2B: Stepchild of Marketing Communication. Cliches and Innovative Examples. | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed.) |
| 13 | Employer Brand Communication. Examples from Turkey and the World | Lecture notes |
| 14 | Preparation fort he final project | |
| 15 | Final project | |
| 16 | Final project |
| Course Notes/Textbooks | |
| Suggested Readings/Materials | AdWeek, Campaign, WARC, Marketing Türkiye, Markalar Fısıldıyor, Effie kitapları, Cannes ödülleri web sayfası, MediaCat, Türk Markaları Serisi Sicimoğlu, H. (2023). Kalpten Kalbe Reklam, Elma Yayınevi, Ankara. Morris, D. (2009). The human zoo. Random House. |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
15
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
15
|
| Presentation / Jury |
2
|
20
|
| Project |
1
|
25
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
25
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
4
|
65
|
| Weighting of End-of-Semester Activities on the Final Grade |
2
|
35
|
| 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
|
10
|
10
|
| Presentation / Jury |
2
|
15
|
30
|
| Project |
1
|
25
|
25
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
25
|
25
|
| 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. |
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. |
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| 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. |
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| 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. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
