Business Administration
Bachelor	Length of the Programme: 4	Number of Credits: 240	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF: Level 6

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

Type of Course

Flipped Classroom

Level of Course

Intermediate

Semester

Spring

Contact Hours per Week

Lecture: 3

Recitation:

Lab:

Other:

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 Competences

Upon 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

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	Spring
Name of Instructor	Asst. Prof. Dr. RÜYA YÜKSEL

Course Contents

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

Laboratory Work

Computer Use

Other Activities

Assessment Methods

Assessment Tools	Count	Weight
Attendance	1	% 20
Midterm(s)	1	% 30
Final Examination	1	% 50
TOTAL		% 100

Course Administration

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
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