| Course Name | Brand Communication |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MI 501 | Fall | 3 | 0 | 3 | 7.5 |
| Prerequisites | None | |||||
| Course Language | Turkish | |||||
| Course Type | Required | |||||
| Course Level | Second Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Studying the importance and function of communication in brand creation and the process of building brands, against the theoretical background and real-life cases. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | Theory-and-practice-based study of how marketing communication mix works in the ‘differentiation and brand building’ process to create customer based brand equity, and how this mix can be managed effectively. |
| Related Sustainable Development Goals | |
|
| Core Courses | X |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction | |
| 2 | What is a brand and what is branding? | Building Strong Brands, David A. Aaker. Bu Topraklardan Dünya Markası Çıkar mı? , Güven Borça. Malcolm Gladwell, Tipping Point. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Kevin Lane Keller. |
| 3 | Positioning | Positioning, Al Ries and Jack Trout |
| 4 | Differentiation | Different: Escaping the Competitive Herd, Youngme Moon |
| 5 | Positioning and Differentiation | Case study |
| 6 | Brand Equity | The New Strategic Brand Management: Advanced Insights and Strategic Thinking, Jean-Noël Kapferer. Managing Brand Equity, David A. Aaker. brandfinance.com |
| 7 | Brand Asset Valuator | bavconsulting.com |
| 8 | Midterm | |
| 9 | Building a brand- Product attributes | Principles of Marketing , Philip Kotler and Gary Armstrong. |
| 10 | Building a brand- Consumer insight | Articles |
| 11 | Marketing and Marketing Communications | Principles of Marketing , Philip Kotler and Gary Armstrong. IMC, the Next Generation Five Steps for Delivering Value and Measuring Returns Using Marketing Communication, Don Schultz and Heidi Schultz Makaleler; J. P. Kitchen, D. Schultz |
| 12 | Brand Communication Case Study | Building Customer-brand Relationships, Don E. Schultz and Beth E. Barnes. Strategic Brand Communication Campaigns, Don E. Schultz and Beth E. Barnes |
| 13 | Brand Communication Campaign – Building the brand | In class |
| 14 | Brand Communication Campaign – Building the brand and brand communications | In class |
| 15 | Brand Communication Campaign – Presentations | In class |
| 16 | Review of the semester |
| Course Notes/Textbooks | |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 15 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 1 | 20 |
| Presentation / Jury | 1 | 10 |
| Project | 1 | 30 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 25 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 5 | 100 |
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| 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 | 48 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 1 | 25 | |
| Presentation / Jury | 1 | 4 | |
| Project | 1 | 40 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 25 | |
| Final Exams | |||
| Total | 190 |
| # | 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. | X | ||||
| 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. | |||||
| 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. | X | ||||
| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. | |||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
