FACULTY OF COMMUNICATION

Department of Public Relations and Advertising

PRA 319 | Course Introduction and Application Information

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
Course Coordinator -
Course Lecturer(s)
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

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
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

 

 

EVALUATION SYSTEM

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

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
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

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
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.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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