ADVERTISING | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ADV3614 | Luxury Branding and Advertising | Spring | 3 | 0 | 3 | 5 |
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
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 Lecturer(s): |
Assist. Prof. ÖYKÜ TÜRKELİ |
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. |
The students who have succeeded in this course; 1) Understands The notion of luxury. 2) Defines luxury goods, brands. 3) Learns the most important luxury brands. 4) Comprehends the reason of consuming luxury goods. 5) Analyzes luxury brand consumers. 6) Learns the luxury branding management strategies |
This course aims to introduce students to the basic concepts and debates on luxury brand identity, luxury branding and leading luxury brands. Teaching methods. Lecture, Discussion |
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 |
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 |
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 |
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 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media | 3 |
2) | To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management | 2 |
3) | To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising | 3 |
4) | To be able to follow and interpret innovations in the field of advertising | 2 |
5) | To demonstrate a scientific perspective in line with the topics they are curious about in the field. | 4 |
6) | To address and solve the needs and problems of the field through the developed scientific perspective | 2 |
7) | To recognize and understand all the dynamics within the field of advertising | 3 |
8) | To analyze and develop solutions to problems encountered in the practical field of advertising | 3 |