GRADUATE SCHOOL
Marketing Communication and Public Relations
MCPR 551 | Course Introduction and Application Information
| Course Name |
Brand Communication
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MCPR 551
|
Fall/Spring
|
3
|
0
|
3
|
7.5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
Second Cycle
|
|||||
| Mode of Delivery | face to face | |||||
| Teaching Methods and Techniques of the Course | - | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The course aims to introduce the strategic relationship between brands and creative branding process. Within this course, brand insights, brand equity and the creative nature of branding process will be explored and the importance of brands within marketing communications process will be discussed. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | In this course, students will understand, conceptually, how brands are created and what makes a great brand. It will cover the strategies behind building a successful brand, how brands position themselves in the marketplace, how they create and maintain brand loyalty, brand design and how colors and logos represent their brand essence, how and when they communicate as a brand and how new digital platforms are changing the way brands interact and communicate with consumers. |
|
|
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 of the course and course schedule | |
| 2 | Brands and Brand Management | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 1-45. |
| 3 | Customer Based Brand Equity | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 47-97 |
| 4 | Choosing Brand Elements to Build Equity | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 97-137 |
| 5 | Leveraging Secondary Brand Knowledge to Build BE | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 139-181 |
| 6 | Brand Positioning and Values | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 184-225 |
| 7 | Designing Marketing Programs to Build Brand Equity | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 229-276 |
| 8 | IMC To Build Brand Equity | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 279-313 |
| 9 | Developing a Brand Equity Measurement and Management System | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 315-431 |
| 10 | Designing and Implementing Brand Strategies | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 432-485 |
| 11 | Self Branding Presentations I | |
| 12 | Self Branding Presentations II | |
| 13 | Case Studies | |
| 14 | Final Presentations | |
| 15 | Brand Audit Presentations - I | |
| 16 | Brand Audit Presentations - II |
| Course Notes/Textbooks | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall) |
| Suggested Readings/Materials | • Brand Management- A Theoretical and Practical Approach, 2003, Rik Riezebos, Pearson Education, Prentice Hall • Best Practice Cases in Branding, Kevin Keller, Prentice Hall • Building Strong Brands, David A. Aaker, The Free Press, 1996 • Building the Brand-Driven Business, Scott M. Davis and Michael Dunn, Jossey-Bass Publ., 2002. • Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time, Matt Haig, Kogan Page, 2003. • Brands and Branding (The Economist Series), Rita Clifton, John Simmons, Sameena Ahmad, and The Economist, Bloomberg Press; 2nd ed. edition (February 2004) • Bu Topraklardan Dünya Markası çıkar mı?, Güven Borça, Mediacat Kitapları, Kapital Yayınevi |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
15
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury | ||
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
25
|
| Final Exam |
1
|
40
|
| 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 |
9
|
2
|
18
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
34
|
34
|
| Presentation / Jury |
0
|
||
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
55
|
55
|
| Final Exam |
1
|
70
|
70
|
| Total |
225
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to evaluate the field of Marketing Communication and Public Relations from the perspective of integrated communication. |
X | ||||
| 2 | To be able to develop knowledge about existing theories and principles in the field and evaluate the acquired knowledge with a critical approach. |
X | ||||
| 3 | To be able to follow the latest developments and research in the field and reflect them to studies systematically. |
X | ||||
| 4 | To be able to create new information that will contribute to the field by integrating the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication, etc.) in which Marketing Communication and Public Relations field is involved. |
X | ||||
| 5 | To be able to analyze reflections of current consumption dynamics on consumers. |
|||||
| 6 | To be able to develop synthesis and evaluation skills related to issues in the field. |
X | ||||
| 7 | To be able to perform studies within the framework of scientific ethical rules about issues related to the field. |
|||||
| 8 | To be able to design and implement an original research project on topics discussed in the field of Marketing Communication and Public Relations. |
X | ||||
| 9 | To be able to follow developments in new technologies of media and communication, as well as new methods of production, new media industries, and new theories in the field of marketing communications and public relations; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B2) |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest