| 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 | Flipped Classroom | ||||
| Level of Course | Intermediate | ||||
| 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 | ||||
| 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) 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) Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology. | ||||
| 2) Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation. | ||||
| 3) Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes. | ||||
| 4) Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts. | ||||
| 5) Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline. | ||||
| 6) Internalization and dissemination of professional ethical standards. | ||||
| 7) Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences. | ||||
| 8) Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level). | ||||
| 9) Recognition, understanding, and respect for the complexity of sociocultural and international diversity. | ||||
| 10) Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement. | ||||
| 11) Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses. | ||||
| 12) Ability to acquire knowledge independently, and to plan one’s own learning. | ||||
| 13) Demonstration of advanced competence in the clarity and composition of written work and presentations. |
| N None | S Supportive | H Highly Related |
| Program Outcomes and Competences | Level | Assessed by | |
| 1) | Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology. | N | |
| 2) | Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation. | N | |
| 3) | Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes. | H | Exam,HW,Participation |
| 4) | Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts. | N | |
| 5) | Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline. | N | |
| 6) | Internalization and dissemination of professional ethical standards. | N | |
| 7) | Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences. | N | |
| 8) | Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level). | N | |
| 9) | Recognition, understanding, and respect for the complexity of sociocultural and international diversity. | S | Participation |
| 10) | Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement. | S | HW,Participation |
| 11) | Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses. | N | |
| 12) | Ability to acquire knowledge independently, and to plan one’s own learning. | S | Exam,HW |
| 13) | Demonstration of advanced competence in the clarity and composition of written work and presentations. | H | Exam,HW |
| Prepared by and Date | , May 2023 |
| Course Coordinator | CEYHAN MUTLU |
| Semester | Spring |
| Name of Instructor | Asst. Prof. Dr. 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 |
| 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 | ||||||||||||||||
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| Computer Use | ||||||||||||||||
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| Assessment Methods |
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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 | ||||||