Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS Credits
2ISL 520Brand Communication and Strategic Brand Management3+0+038

Course Details
Language of Instruction Turkish
Level of Course Unit Master's Degree
Department / Program MA Program in Management (Thesis) (Turkish)
Mode of Delivery Face to Face
Type of Course Unit Elective
Objectives of the Course This course will provide the necessary knowledge to develop an integrated marketing communication campaigns to the students.
Course Content Current marketing problems force both the practitioners and academicians to put more communication effort on marketing strategies. Using marketing mix elements and searching for solutions of current marketing problems is almost impossible. The course will focus on the strategic integration of marketing mix elements and communication in order develop brand value. This course has been designed to show how integration can contribute relevant and creative messages to marketing communications process and brand management. This course will provide the necessary knowledge to develop an integrated marketing communication campaigns to the students. Throughout the semester students will learn to conduct a campaign in the field of marketing communication. By this way students will have the opportunity to apply and present the theoretical knowledge into the practise. The course will provide for students with the necessary knowledge to develop a whole campaign.
Course Methods and Techniques
Prerequisites and co-requisities None
Course Coordinator Asist Prof.Dr. Merve Şahin
Name of Lecturers Asist Prof.Dr. MERVE ŞAHİN
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Bütünleşik Pazarlama İletişimi, İzzet Bozkurt,(2004), 7. Baskı, Capital Yayınları.
Pazarlama İletişiminde Sihirli Dokunuşlar, İzzet Bozkurt,(2013), 4. Baskı, Capital Yayınları
Sektörel Dergiler: Marketing Türkiye, Mediacat.
Marka Olmak, Sabri Erdil ve Yeşim Uzun, (2010), 2. Baskı, Beta Yayınları, İstanbul
Stratejik Marka Yönetimi, Ahmet Hamdi İslamoğlu ve Duygu Fırat, (2011), 2. Baskı, Beta Yayınları
İstanbul Markan Kadar Konuş, Ferruh Uztuğ, (2008), 4. Baskı, Mediacat Kitapları, İstanbul
Strategic Brand Management, Kevin Kevin Lane Keller, (2013), 4h ed.Prentice Hall.
İletişim Odaklı Pazarlama, İzzet Bozkurt,(2007), 3. Baskı, Capital Yayınları.
Ders kapsamında herhangi bir sınav uygulanmayacaktır. Ders değerlendirmesi katılım, ödev ve dönem ödevi ile yapılacaktır.

Course Category
Field %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
Veri yok

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 3 42
Hours for off-the-c.r.stud 14 5 70
Assignments 1 10 10
Project 1 120 120
Total Work Load   Number of ECTS Credits 8 242

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 They will be able to understand the current marketing problems. (A,B)
2 They will learn and understand the importance of communication in marketing. (B,C)
3 They will be able to learn and understand the strategic link between consumer’s decision making process and marketing communication. ( C)
4 The students will be able to learn and analyze the concept of brand value, brand equity, brand insight, brand personality, brand culture, brand suggestion and brand reason. (B,C)
5 They will be understand and learn the link between consumer learning process brand concepts and brand positioning. (B,C,D)
6 They will be able to learn, evaluate, analyze and apply strategic creativity in marketing. (D,F)
7 They will be able to learn and apply all the promotional elements in order to develop a full marketing communication campaign. (C,D,E,F)


Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Introduction– Marketing, Marketing Management
2 Current Marketing Problems
3 Integrated Marketing Communication
4 Research in Marketing
5 Data-Base and Digital Marketing
6 Marketing Mix Elements and Consumer Decision Process
7 Brand Concept and Positioning
8 Brand Value, Equity, Suggestion, Reason, Ident, Culture and Insights
9 Branding Strategies
10 Ethics in Marketing Communication
11 Case Studies -1-
12 Case Studies -2-
13 Campaign Design in Marketing Communication
14 Campaign Design in Marketing Communication


Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8
C1 3 3 4 3 3 2 2
C2 4 3 3 4 3 2 3
C3 4 3 4 3 3 2 2 3
C4 3 3 3 3 2 3 3 3
C5 4 4 4 4 3 3 4 3
C6 4 5 5 4 4 5 4 4
C7 4 5 5 5 5 4 4 5

Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant


https://obs.ihu.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=248917&lang=en