ADVERTISING
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	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 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.

Learning Outcomes

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

Course Content

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

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 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