Bilgi Paketi / Ders Kataloğu
| İşletme | |||||
| Lisans | Programın Süresi: 4 | Kredi Sayısı: 240 | TYYÇ: 6. Düzey | QF-EHEA: 1. Düzey | EQF: 6. Düzey |
Ders Genel Tanıtım Bilgileri
| School/Faculty/Institute | Faculty of Econ., Admin. 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 | Flipped Classroom | ||||
| Level of Course | Intermediate | ||||
| Semester | Bahar | ||||
| 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 | ||||
| Expected Prior Knowledge | None | ||||
| Co-requisites | 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 Description in Turkish | Bu ders özellikle lüks kavramına ve lüks tüketim alışkanlıklarına yoğunlaşarak lüks markalar, markalama ve reklamcılık stratejilerine değinmektedir. Neden lüks tüketildiği, lüks tüketicileri, marka değeri, en değerli markalar konular arasında yer almaktadır. Bu dersin temel amacı lüks kavramının ne olduğunu anlamak ve lüks malları ve markaları tartışmaktır. Ayrıca öğrenciler, lüks marka vaka çalışmalarını gözlemleyerek ve lüks marka işletmelerinden gelen profesyonelleri dinleyerek, lüks marka pazarı hakkında bir fikir edineceklerdir. |
Course Learning Outcomes and CompetencesUpon successful completion of the course, the learner is expected to be able to:1) lüks, lüks mallar ve markalar kavramını anlamak 2) Lüks mal tüketmenin nedenini kavramak 3) lüks marka tüketicilerini tanımlamak 4) Lüks markalaşma ve reklam stratejilerini formüle etmek |
| 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 |
Relation to Program Outcomes and Competences
| 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 | Presentation |
| 3) | Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects | S | |
| 4) | Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability | S | |
| 5) | Demonstrates individual and professional ethical behavior and social responsibility | S | Presentation |
| 6) | Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues | S | Presentation |
| 7) | Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions | S | Presentation |
| 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 | H | Presentation |
| 11) | Displays learning skills necessary for further study with a high degree of autonomy | H | Exam |
| Prepared by and Date | , May 2023 |
| Course Coordinator | CEYHAN MUTLU |
| Semester | Bahar |
| Name of Instructor | Dr. Öğr. Üyesi RÜYA YÜKSEL |
Course Contents
| Hafta | Konu |
| 1) | Giriş |
| 2) | Lüks nedir?: "Lüks Pazarlama ve Yönetim" |
| 3) | Etiket, ürün, marka |
| 4) | Lüks tüketim ve müşteri kitlesi: "Lüks Stratejisi" |
| 5) | İletişim, Markalaşma: "Lüks Marka Yönetimi" |
| 6) | Lüks Moda Markalaşması |
| 7) | Ara Sınav |
| 8) | Vaka Çalışması |
| 9) | Vaka Çalışması |
| 10) | Lüksün Yönetimi Dijital Lüks |
| 11) | Lüks ve davranış sektörleri |
| 12) | Kültürel Bağlamda Lüks Tüketim |
| 13) | Kültürel Bağlamda Lüks Tüketim |
| 14) | Final projesi |
| 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 | ||||||||||||||||
| Laboratory Work | ||||||||||||||||
| Computer Use | ||||||||||||||||
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| Course Administration |
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ECTS Student Workload Estimation
| Activity | No/Weeks | Hours | Calculation | ||||
| No/Weeks per Semester | Preparing for the Activity | Spent in the Activity Itself | Completing the Activity Requirements | ||||
| Ders Saati | 14 | 2 | 3 | 2 | 98 | ||
| Proje | 1 | 10 | 2 | 12 | |||
| Ara Sınavlar | 1 | 8 | 2 | 10 | |||
| Final | 1 | 10 | 2 | 12 | |||
| Total Workload | 132 | ||||||
| Total Workload/25 | 5.3 | ||||||
| ECTS | 5 | ||||||