PRA 319 | Course Introduction and Application Information - Department of Public Relations and Advertising

Course Name

Brand Communication

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
PRA 319	Fall	3	0	3	5

Prerequisites	None
Course Language	English
Course Type	Required
Course Level	First Cycle
Mode of Delivery	face to face
Teaching Methods and Techniques of the Course	Discussion Group Work Problem Solving Case Study Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Araş. Gör. Dr. Burcu YAMAN AKYAR
Assistant(s)	-

Course Objectives

To understand brands, branding and brand equity, to develop appropriate brand messages and media strategies, and to have the knowledge of branding is an interactive process requiring consistent and enduring marketing communication.

Learning Outcomes

The students who succeeded in this course;

Explain core concepts of brand management.
Evaluate the factors which will increase the success of brand management.
Experience the brand management process of a person/product.
Discuss the impacts of global business world on brand management.
Explain the connection between brand management and brand communication.

Course Description

This course deals with issues about brand and brand management. Brand management process and the factors affecting this process will be examined and discussed based on examples. Case studies will enable to understand the connection between brand management and brand communication.

Course Category	Core Courses
	Major Area Courses	X
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation	Learning Outcome
1	Introduction of the course
2	Brand and Branding	Keller, K. L. (2008). Strategic Brand management. Building, measuring and managing brand equity. Pearson Prentice Hall pp. 1-45.
3	Brand Equity and Related Concepts	Keller, K. L. (2008). Strategic Brand management. Building, measuring and managing brand equity. Pearson Prentice Hall pp. 47-59
4	Brand Positioning and Values	Keller, K. L. (2008). Strategic Brand management. Building, measuring and managing brand equity. Pearson Prentice Hall pp. 97-124
5	Customer Based Brand Equity Model	Keller, K. L. (2008). Strategic Brand management. Building, measuring and managing brand equity. Pearson Prentice Hall pp. 59-78
6	Choosing Brand Elements to Build Equity	Keller, K. L. (2008). Strategic Brand management. Building, measuring and managing brand equity. Pearson Prentice Hall pp. 139-181
7	Designing Marketing Programs to Build Brand Equity	Keller, K. L. (2008). Strategic Brand management. Building, measuring and managing brand equity. Pearson Prentice Hall pp. 184-225
8	Midterm
9	IMC To Build Brand Equity	Keller, K. L. (2008). Strategic Brand management. Building, measuring and managing brand equity. Pearson Prentice Hall pp. 229-276
10	Developing a Brand Equity Measurement and Management System	Keller, K. L. (2008). Strategic Brand management. Building, measuring and managing brand equity. Pearson Prentice Hall pp. 315-431
11	Presentations
12	Leveraging Secondary Brand Knowledge to Build Brand Equity	Keller, K. L. (2008). Strategic Brand management. Building, measuring and managing brand equity. Pearson Prentice Hall pp. 279-313
13	Designing and Implementing Brand Strategies	Keller, K. L. (2008). Strategic Brand management. Building, measuring and managing brand equity. Pearson Prentice Hall pp. 432-541
14	Project Presentations
15	Semester Review
16	Final Exam

Course Notes/Textbooks

Keller, K.L. (2008) Strategic Brand management. Building, measuring and managing brand equity. Pearson Prentice Hall ISBN: 978-0-13-233622-2

Suggested Readings/Materials

Aaker, D. A. (2012). Building Strong Brands, Simon and Schuster, ISBN-10 : 1471104389, 9781471104381
Riezebos, R. and van der Grinten (2012). Positioning the Brand: An Inside-Out Approach, Routledge, 1st edition ISBN-10 : 0415665183 ISBN-13 : 978-0415665186
Ries, A. and Trout, J. (2001). Positioning: The Battle for Your Mind, McGraw-Hill Education; 1st edition ISBN-10 : 0071373586 ISBN-13 : 978-0071373586
Keller, K. (2007). Best Practice Cases in Branding for Strategic Brand Management, Prentice Hall ISBN-10 : 013188865X ISBN-13 : 978-0131888654
Haig, M. (2011). Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time, Second Edition, Kogan Page ISBN-10 : 074946299X ISBN-13 : 978-0749462994
Borça, G. (2002). Bu Topraklardan Dünya Markası Çıkar mı?, Mediacat Kitapları ISBN: 9789758378692
Yalçın, E. Y. (2009). Bu Topraklardan Dünya Markası Çıkar Ama… Mediacat Yayıncılık ISBN-10 : 6055755394; ISBN-13 : 978-6055755393
Uztuğ, F. (2008). Markan Kadar Konuş – Marka İletişimi Stratejileri, Mediacat Kitapları ISBN: 979-9758378868
Vardar, N. (2007, 2009, 2010). Türk Markaları I-II-III Reklamcılık Vakfı Yayınları ISBN: 9789759829223 ISBN: 9789759823962 ISBN: 9789759823993
Tosun, N. B. (2017). Marka Yönetimi, Beta ISBN 978-605-333-948-9
Aaker, D. (2014).Markalama. Başarıya Ulaştıran 20 Temel İlke, Mediacat ISBN 978-605-333-948-9
Aksoy, T. (2017) Efsaneler ve Gerçekler Pazarlama Nasıl Yapılır? CEO Plus 9786050946253
Schultz, D. and Barnes B. (1999) Strategic Brand Communication Campaign, NTC Business Books, ISBN: 0844229520, 9780844229522

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury	1	20
Project	1	25
Seminar / Workshop
Oral Exams
Midterm	1	20
Final Exam	1	25
Total

Weighting of Semester Activities on the Final Grade	3	50
Weighting of End-of-Semester Activities on the Final Grade	2	50
Total

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	12	1	12
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments			0
Presentation / Jury	1	20	20
Project	1	25	25
Seminar / Workshop			0
Oral Exam			0
Midterms	1	20	20
Final Exam	1	25	25
		Total	150

#	PC Sub	Program Competencies/Outcomes	* Contribution Level
#	PC Sub	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field.		-	-	-	X	-
2	To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods.		-	X	-	-	-
3	To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice.		-	X	-	-	-
4	To be able to use analytical thinking skills in the field of Public Relations and Advertising.		-	-	-	-	-
5	To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders.		-	-	X	-	-
6	To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field.		-	-	-	-	-
7	To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems.		-	-	-	-	-
8	To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise.		-	-	-	X	-
9	To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes.		-	-	-	-	-
10	To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising.		-	-	-	-	-
11	To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)		-	-	-	-	-
12	To be able to speak a second foreign at a medium level of fluency efficiently.		-	-	-	-	-
13	To be able to relate the knowledge accumulated throughout the human history to their field of expertise.		-	-	-	-	-