ADV3614 Luxury Branding and AdvertisingBahçeşehir UniversityDegree Programs ADVERTISINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
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Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
ADV3614 Luxury Branding and Advertising Fall
Spring
3 0 3 5
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Face to face
Course Coordinator : Prof. Dr. HASAN KEMAL SUHER
Course Objectives: The student is expected to gain an appreciation and understanding of luxury branding and advertising strategies. The primary goal of this course is acknowledging what luxury is and discussing luxury goods. Also, by observing luxury brand case studies and listening to professionals from luxury brand businesses, the student will have an opinion about the luxury brand market.


Learning Outcomes

The students who have succeeded in this course;
At the end of the class, the student should be able to understand and explain the followings:

1- The notion of luxury
2- Luxury goods, brands
3- The most important luxury brands
4- The reason of consuming luxury goods
5- Luxury brand consumers
6- Luxury branding and advertising techniques.
7- The internet and luxury brands
8- Luxury market

Course Content

being a luxury brand, luxury branding, the most important luxury brands, luxury market

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction
2) Explain the concept of luxur marketing Luxury Marketing and Management Chapter 1-5
3) The Label, The Product, The Brand Luxury Strategy” Section 4-6
4) Luxury Consumption Read: “Luxury Strategy” Section 5, Luxury Consumption: Literature Review: Humeyra Aslım Bilge http://webmail.khazar.org/bitstream/20.500.12323/3250/1/3humeyra-ready-1.pdf
5) Communication Branding
6) The internet and luxury brands
7) Group Presentations 1
8) Group presentations 2
9) Midterm
10) Case Study: Hermes and Armani
11) Case Study
12) Case Study: Louis Vuitton
13) Case Study: Pieere Cardin
14) Case Study

Sources

Course Notes / Textbooks:
References: 1.Michel Chevalier, Luxury Brand Management: A World of Privilege, Second Edition
2.Benjamin Berghaus, Gunter Muller-Stewens, Sven Reincke, The Management of Luxury: A Practitioner's Handbook.
3. Jean-Noel Kapferer, Vincent Bastien, The Luxury Strategy: Break the Rules of Marketing to Built Luxury Brands, Second Edition
4. Uche Okonkwo, Luxury Fashion Branding
5. Wolfgang Schaefer, Rethinking Prestige Branding
6. Byoungho Jin, Elena Cedrola, Fashion Branding and Communication: Core Strategies of European Luxury Brands (Palgrave Studies in Practice: Global Fashion Brand Management)
7. Dr. Daniel A. Langer Luxury Marketing & Management

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Presentation 2 % 20
Midterms 1 % 20
Final 1 % 60
Total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 13 3 39
Study Hours Out of Class 13 6 78
Presentations / Seminar 2 3 6
Midterms 1 3 3
Final 1 3 3
Total Workload 129

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.
2) To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
3) To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.
4) To be able to analyze primary and secondary research data for a variety of products and services.
5) To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.
6) To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)
7) To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.
8) To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.
9) To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.
10) To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.
11) To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)
12) To be able to identify and meet the demands of learning requirements.
13) To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.