| Course Name | B2B Communication |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MI 554 | Fall/Spring | 3 | 0 | 3 | 5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | - | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The aim of this course is to introduce students to the basic principles and practices of B2B field in marketing communication. While communicating the concept of B2B communication to students, especially the conceptual differences will be examined and evaluated through practices |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | The number of corporations that produce and market products and services to the end consumer is very high. Organizations that are customers (consumers) of each other need a different approach than B2C approach when performing brand management. This course addresses the spectrum of B2B brand communication from the provision of corporate differentiation to the communication of this differentiation. |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | X | |
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction | |
| 2 | To brand or not to brand | Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss.33-86 |
| 3 | Dimensions of branding | Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss.87-188 |
| 4 | Brand Differentiation | Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss. 132-150 |
| 5 | Brand evaluation | Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss. 151-153 |
| 6 | Brand Communication | Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss. 132-150 |
| 7 | Brand attributes | Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss. 151-188 |
| 8 | B2B Brand management and communication | Guest speaker |
| 9 | Acceleration Through Branding | Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss.189-242 |
| 10 | Beware of Branding Pitfalls | Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss. 319-342 |
| 11 | Success Stories of B2B Branding | Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss.243-318 |
| 12 | Future Perspective | Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. ss.343-374 |
| 13 | Project | |
| 14 | Project | |
| 15 | Project | |
| 16 | Review of the semester |
| Course Notes/Textbooks | Kotler, P. Ve Pfoertsch, W. (2007). B2B Marka Yönetimi. İstanbul, Kapital Medya. |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 2 | 40 |
| Presentation / Jury | 1 | 10 |
| Project | 1 | 40 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | ||
| 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 | 0 | ||
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 2 | 20 | |
| Presentation / Jury | 1 | 10 | |
| Project | 1 | 32 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | |||
| Final Exams | |||
| Total | 130 |
| # | 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. | |||||
| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. | |||||
| 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. | |||||
| 5 | To be able to understand the basic principles of corporate communication management and gain the skills to apply them. | X | ||||
| 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. | X | ||||
| 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
