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 | DiscussionGroup WorkProblem SolvingCase StudyQ&ALecture / 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;
|
| 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. |
|
|
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 |
|
|
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury |
1
|
15
|
| Project |
1
|
25
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| Final Exam |
1
|
30
|
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
45
|
| Weighting of End-of-Semester Activities on the Final Grade |
2
|
55
|
| 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 |
14
|
1
|
14
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
1
|
13
|
13
|
| Project |
1
|
25
|
25
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
15
|
15
|
| Final Exam |
1
|
35
|
35
|
| 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. |
|||||
| 2 | To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods. |
|||||
| 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. |
X | ||||
| 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. |
|||||
| 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. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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