| MATHEMATICS (TURKISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV3614 | Luxury Branding and Advertising | Fall | 3 | 0 | 3 | 5 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Departmental Elective |
| Course Level: | |
| 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. |
|
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 |
| being a luxury brand, luxury branding, the most important luxury brands, luxury market |
| 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: | |
| 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 |
| Attendance | % 0 | |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | 2 | % 20 |
| Project | % 0 | |
| Seminar | % 0 | |
| Midterms | 1 | % 20 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 60 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| 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 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Special Course Internship (Work Placement) | 0 | 0 | 0 |
| Field Work | 0 | 0 | 0 |
| Study Hours Out of Class | 13 | 6 | 78 |
| Presentations / Seminar | 2 | 3 | 6 |
| Project | 0 | 0 | 0 |
| Homework Assignments | 0 | 0 | 0 |
| Quizzes | 0 | 0 | 0 |
| Preliminary Jury | 0 | 0 | 0 |
| Midterms | 1 | 3 | 3 |
| Paper Submission | 0 | 0 | 0 |
| Jury | 0 | 0 | 0 |
| Final | 1 | 3 | 3 |
| Total Workload | 129 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |