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
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.
Course Description 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 Content 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

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction of the course and course schedule
2 Brands and Brand Management
3 Customer Based Brand Equity
4 Choosing Brand Elements to Build Equity
5 Leveraging Secondary Brand Knowledge to Build BE
6 Brand Positioning and Values
7 Designing Marketing Programs to Build Brand Equity
8 IMC To Build Brand Equity
9 Developing a Brand Equity Measurement and Management System
10 Designing and Implementing Brand Strategies
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
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
20
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
25
Presentation / Jury
2
15
Project
1
40
Seminar / Workshop
Oral Exams
Midterm
Final Exam
Total

Weighting of Semester Activities on the Final Grade
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
Study Hours Out of Class
16
3
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
40
Presentation / Jury
2
10
Project
1
54
Seminar / Workshop
Oral Exam
Midterms
Final Exam
    Total
210

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
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.        

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