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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 | - | |||||
| Teaching Methods and Techniques of the Course | Group WorkCase StudyLecture / Presentation | |||||
| National Occupation Classification | - | |||||
| 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. |
| Related Sustainable Development Goals |
|
|
|
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 | 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 | Midterm | |
| 9 | IMC To Build Brand Equity | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 279-313 |
| 10 | Developing a Brand Equity Measurement and Management System | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 315-431 |
| 11 | Designing and Implementing Brand Strategies | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 432-485 |
| 12 | Self Branding Presentations I | |
| 13 | Self Branding Presentations II | |
| 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 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
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