| Course Name | Case Studies in Brand Communication |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MI 564 | Fall/Spring | 3 | 0 | 3 | 5 |
| Prerequisites | None | |||||
| Course Language | Turkish | |||||
| Course Type | Elective | |||||
| Course Level | Second Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | In this course, the aim is to enhance fundamental knowledge and skills with case studies by exploring successful and unsuccessful campaigns. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | In this course, students will develop their skills and knowledge by embracing positive and negative aspects of the process while exploring brand communication examples evaluated by national and international judges. |
| 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 | Case Study Examining Methodology | |
| 3 | Brand building process case study analysis | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 4 | Brand building process case study analysis | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 5 | Integrated Communications Campaign analysis | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 6 | Integrated Communications Campaign analysis | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 7 | Integrated Communications Campaign analysis | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 8 | Advertising Campaign analysis | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 9 | Advertising Campaign analysis | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 10 | Midterm | |
| 11 | Case studies of corporate branding | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 12 | Creative media usage examples in brand communications | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 13 | Analysis of other titles of Integrated Communications case studies i.e. PR, Sales Promotion, Direct Marketing, digital etc. | Case Study (Cases from Effie, Kırmızı, Clio, Cannes, IPRA, PRSA etc will be analyzed. Selected cases will be announced at the beginning of semester) |
| 14 | Case study presentations by the students | |
| 15 | Case study presentations by the students | |
| 16 | Case study presentations by the students |
| Course Notes/Textbooks | |
| Suggested Readings/Materials | AdWeek, Campaign, WARC, Marketing Türkiye, Markalar Fısıldıyor, Effie books, Cannes Awards website, MediaCat, Türk Markaları Serisi |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 15 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 4 | 40 |
| Presentation / Jury | 1 | 15 |
| Project | 1 | 30 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 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 | 1 | 32 | |
| Presentation / Jury | 1 | 15 | |
| Project | 1 | 10 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | |||
| Final Exams | |||
| Total | 105 |
| # | 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. | 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. | |||||
| 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. | |||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
