MCPR 551 | Course Introduction and Application Information - Master of Business Administration (MBA) (With Thesis)

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	-
Teaching Methods and Techniques of the Course	-
Course Coordinator	-
Course Lecturer(s)	Öğr. Gör. Dr. Gözde ÇEVİKER ÇINAR
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; Explain the importance of a brand Investigate the five factors that define a brand Evaluate the difference between mission, vision, values Discuss the importance of a corporate story Explain how brands develop a brand identity and brand image Describe how next generation platforms are driving change for brands and their communication strategies
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.

Course Category	Core Courses
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

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

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

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

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to demonstrate general business knowledge and skills.
2	To able to master the state-of-the-art literature in the area of specialization.
3	To be able to evaluate the performance of business organizations through a holistic approach.
4	To be able to effectively communicate scientific ideas and research results to diverse audiences.
5	To be able to deliver creative and innovative solutions to business-related problems.
6	To be able to solve business related problems using analytical and technological tools and techniques.
7	To be able to take a critical perspective in evaluating business knowledge.
8	To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions.
9	To be able to carry out a well-designed independent and empirical research.
10	To be able to use a foreign language to follow information about the field of finance and participate in discussions in academic environments.

GRADUATE SCHOOL

Master of Business Administration (MBA) (With Thesis)

MCPR 551 | Course Introduction and Application Information

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

EVALUATION SYSTEM

ECTS / WORKLOAD TABLE

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP