| School/Faculty/Institute | Faculty of Economics, Administrative and Social Sciences | ||||
| Course Code | MKTG 338 | ||||
| Course Title in English | Luxury Branding and Advertising | ||||
| Course Title in Turkish | Lüks Marka Yönetimi ve Reklamcılık | ||||
| Language of Instruction | EN | ||||
| Type of Course | Ters-yüz öğrenme | ||||
| Level of Course | Orta | ||||
| Semester | Spring | ||||
| Contact Hours per Week |
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| Estimated Student Workload | 132 hours per semester | ||||
| Number of Credits | 5 ECTS | ||||
| Grading Mode | Standard Letter Grade | ||||
| Pre-requisites | None | ||||
| Co-requisites | None | ||||
| Expected Prior Knowledge | None | ||||
| Registration Restrictions | Only Undergraduate Students | ||||
| Overall Educational Objective | To learn to understand luxury branding and advertising strategies. | ||||
| Course Description | This course focuses on the notion of luxury and luxury consumption attitudes, luxury brands, branding and advertising strategies. The discussions will be mainly about the reason of consuming luxury goods, the consumers, the brand equity, the brand value and the most important luxury brands. The primary goal of this course is to acknowledge what luxury is and discuss luxury goods and brands. 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. |
Course Learning Outcomes and CompetencesUpon successful completion of the course, the learner is expected to be able to:1) understand the notion of luxury, luxury goods and brands 2) comprehend the reason of consuming luxury goods 3) identify luxury brand consumers 4) formulate luxury branding and advertising strategies |
| Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 |
|---|---|---|---|---|
| 1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences | ||||
| 2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors | ||||
| 3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects | ||||
| 4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability | ||||
| 5) Demonstrates individual and professional ethical behavior and social responsibility | ||||
| 6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues | ||||
| 7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions | ||||
| 8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting | ||||
| 9) Displays computer proficiency to support problem solving and decision-making | ||||
| 10) Demonstrates teamwork, leadership, and entrepreneurial skills | ||||
| 11) Displays learning skills necessary for further study with a high degree of autonomy |
| N None | S Supportive | H Highly Related |
| Program Outcomes and Competences | Level | Assessed by | |
| 1) | Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences | N | |
| 2) | Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors | S | Derse Katılım |
| 3) | Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects | S | Derse Katılım |
| 4) | Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability | S | Derse Katılım |
| 5) | Demonstrates individual and professional ethical behavior and social responsibility | S | Derse Katılım |
| 6) | Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues | S | Derse Katılım |
| 7) | Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions | H | Proje |
| 8) | Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting | N | |
| 9) | Displays computer proficiency to support problem solving and decision-making | N | |
| 10) | Demonstrates teamwork, leadership, and entrepreneurial skills | N | |
| 11) | Displays learning skills necessary for further study with a high degree of autonomy | N |
| Prepared by and Date | RÜYA YÜKSEL , May 2023 |
| Course Coordinator | CEYHAN MUTLU |
| Semester | Spring |
| Name of Instructor | Öğr. Gör. RÜYA YÜKSEL |
| Week | Subject |
| 1) | Introduction |
| 2) | What is luxury?: "Luxury Marketing & Management" |
| 3) | The Label, the product, the brand |
| 4) | The Luxury consumption and clientele: "The Luxury Strategy" |
| 5) | Communication, Branding: "Luxury Brand Management" |
| 6) | Luxury Fashion Branding |
| 7) | Midterm |
| 8) | Case Study Workshop |
| 9) | Case Study Workshop |
| 10) | The Management of Luxury Digital Luxury |
| 11) | Sectors of luxury and behaviour |
| 12) | Luxury Consumption in Cultural Context |
| 13) | Luxury Consumption in Cultural Context |
| 14) | Final project |
| 15) | Final Examination Period |
| 16) | Final Examination Period |
| Required/Recommended Readings | Required Readings 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 Additional Readings Işıl Zeybek, Lüks ve Markalama Tüketici Davranışlarında Lüks İmgesi, Beta Kevin Lane Keller, Strategic Brand Management Building, Measuring and Managing Brand Equity | |||||||||||||||
| Teaching Methods | The instructor will summarize and explain the key concepts regarding each week’s topic. Students are expected to actively participate in class discussions. Midterm and final exams will mostly consist of essay questions that will attempt to test the ability to organize, synthesize, and apply the topics and related materials previously covered in the class. With videos, case studies and real-life examples the students will have the chance to expand their perspectives of luxury branding and advertising. Students are expected to share their opinions, ideas and questions in class. | |||||||||||||||
| Homework and Projects | None | |||||||||||||||
| Laboratory Work | None | |||||||||||||||
| Computer Use | Personal Notebook | |||||||||||||||
| Other Activities | None | |||||||||||||||
| Assessment Methods |
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| Course Administration |
yukselzeh@mef.edu.tr In this course, active participation is key to learning and applying. Thus the grading of the class participation will be done based on the quality of active student participation and contribution to in-class activities. Students are expected to attend all sessions and be in class on time. When they can not attend due to a sickness (which should require a report from a full facility hospital) or an excuse accepted my MEF regulations, they should inform the instructors by mail. As the feedback and questions are very valuable for making the course a distinctive learning experience, students may visit the instructors during office hours or send e mails, for any course related issues. Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation. |
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| Activity | No/Weeks | Hours | Calculation | ||||
| No/Weeks per Semester | Preparing for the Activity | Spent in the Activity Itself | Completing the Activity Requirements | ||||
| Course Hours | 14 | 2 | 3 | 2 | 98 | ||
| Project | 1 | 10 | 2 | 12 | |||
| Midterm(s) | 1 | 8 | 2 | 10 | |||
| Final Examination | 1 | 10 | 2 | 12 | |||
| Total Workload | 132 | ||||||
| Total Workload/25 | 5.3 | ||||||
| ECTS | 5 | ||||||