COURSE DESCRIPTION AND APPLICATION INFORMATION
| Course Name | Code | Semester | T+A+L (hour/week) | Type (C / O) | Local Credit | ECTS |
|---|---|---|---|---|---|---|
| Digital Brand Communication | COMM 312 | Spring | 03+00+00 | Elective | 3 | 6 |
| Academic Unit: | Faculty of Communication |
| Mode of Delivery: | Face to face |
| Prerequisites: | None |
| Language of Instruction: | English |
| Level of Course Unit: | Undergraduate |
| Course Coordinator: | - - |
| Course Objectives: | The students are expected to:
• To understand brand and brand management strategies in digital media environment • Examine new media techniques and social media platforms for brand communication • Build appropriate narratives and digital storytelling for brands • Construct liquid and linked content • Learn the models and tips for social media branding |
| Course Contents: | This courses explores to develop an appropriate branding communication by integrated with social media platformms. During the lessons, students focus on techniques and contents in order to optimize the visibility of brands The purpose of this class is to review brand communication and new media communication strategies and tools at an undergraduate level. The class aims to provide an in-depth look at some of the topical areas in brand communication and the new media tools, and to understand the key applications of brand communication principles and narratives in new media environment. |
| Learning Outcomes of the Course Unit (LO): |
|
| Planned Learning Activities and Teaching Methods: | The course consists of 3 basic modules. These are: 1. Brand equity and Brand Building 2. Liquid and linked content (digital/ two-way storytelling 3. Brand communication in different social networks Modules often start with an introduction that reveals the necessity of the brand concept that will be analyzed within the module. Students later are asked to present their observations and do small projects related to the concept to be able to interiorize the knowledge. While the written and oral presentations of the projects are graded 50%, 5% of the oral presentation grade is assessed by the peers. Class participation is are graded 10%. The rest of the overall grade, 40%, then covered by the final project. |
WEEKLY SUBJECTS AND RELATED PREPARATIONS
| Week | Subjects | Related Preperation |
|---|---|---|
| 1 | Orientation Week (Introduction and course plan) | |
| 2 | Introduction to Brand building | Kevin Lane Keller. Strategic Brand Management Building, Measuring, and Managing Brand Equity. Pearson, 2013 ch 1 |
| 3 | Sources of Brand Equity | Selected readings |
| 4 | Brand Resonance Pyramid Model | Kevin Lane Keller. Strategic Brand Management Building, Measuring, and Managing Brand Equity. Pearson, 2013 ch 2-3 |
| 5 | Brand Management Process | Brand analysis and brand resonance pyramid project reports. |
| 6 | Digital Communication Structure | Richard Rosenbaum-Elliott,Larry Percy,Simon Pervan. Strategic Brand Management. Oxford University Press.second edition, 2011.section 3 Kevin Lane Keller. Strategic Brand Management Building, Measuring, and Managing Brand Equity. Pearson, 2013 ch 4-5 http://keyhole.co/blog/15-social-media-branding-strategies/ |
| 7 | Liquid and Linked Content | |
| 8 | Evolution of Dijital storytelling | Selected readings |
| 9 | Campaign and Content Analysis | Creating a liquid and linked content associated with the brand. |
| 10 | Social Media Platforms Dynamic | Social media analysis report and presentations |
| 11 | Social Media Strategies | http://keyhole.co/blog/15-social-media-branding-strategies/ https://hbr.org/2016/03/branding-in-the-age-of-social-media |
| 12 | Social Media BrandingTips | Selected readings |
| 13 | 5 Sources Model | Robert Davis, Social Media Branding for Small Business:The 5–Sources Model.Business Expert Press. 2015 ch.2-3-4-5 https://hbr.org/2016/03/branding-in-the-age-of-social-media Report and presentations |
| 14 | Review Week | Course reader |
At Kadir Has University, a Semester is 14 weeks; The weeks 15 and 16 are reserved for final exams.
REQUIRED AND RECOMMENDED READING
| Albert M. Muniz, Jr. and Thomas C. O’Guinn, Brand Community, 2001 Tracy Stokes, How Social Media Is Changing Brand Building, 2012 Richard Rosenbaum-Elliott,Larry Percy,Simon Pervan. Strategic Brand Management. Oxford University Press.second edition, 2011. Georgios Tsimonis Sergios Dimitriadis , (2014)," Brand strategies in social media ", Marketing Intelligence & Planning, Vol. 32 Iss 3 pp. 328 – 344 Humbatov, Shahriyar: Brand Management with Social Media: In Service Industry. Hamburg, Anchor Academic Publishing 2015. Michel Laroche, Mohammad Reza Habibi, Marie-Odile Richard, To be or not to be in social media: How brand loyalty is affected by social media?, 2012 Haakon Jensen, Social Media in B2B Branding , 2010 Robert Davis, Social Media Branding for Small Business:The 5–Sources Model. Business Expert Press. 2015 Kevin Lane Keller. Strategic Brand Management Building, Measuring, and Managing Brand Equity. Pearson, 2013 Guy Kawasaki, Peg Fitzpatrick. The art of Social Media. 2014 |
OTHER COURSE RESOURCES
ASSESSMENT METHODS AND CRITERIA
| Semester Requirements | Number | Percentage of Grade (%) |
|---|---|---|
| Attendance / Participation | 12 | 10 |
| Final Exam | 1 | 40 |
| In-Class Application Reports | 2 | 20 |
| Project Reports | 2 | 20 |
| Project Presentations (Faculty member review) | 2 | 10 |
| Total: | 19 | 100 |
WORKLOAD
| Events | Count | Duration (Hours) | Total Workload (hour) |
|---|---|---|---|
| Midterms / Oral Exams / Quizes | 1 | 28 | 28 |
| Final Exam | 1 | 20 | 20 |
| In-Class Studies where Faculty Members are Active | 12 | 1 | 12 |
| In-Class Studies where Students are Active | 12 | 2 | 24 |
| Out-of-Class Studies where Students are Active | 12 | 3 | 36 |
| Presentation of Project Reports | 1 | 30 | 30 |
| Total Workload (hour): | 150 | ||
1 ECTS = 25 Hours Workload
THE RELATIONSHIP BETWEEN COURSE LEARNING OUTCOMES (LO) AND PROGRAM QUALIFICATIONS (PQ)
| # | PQ1 | PQ2 | PQ3 | PQ4 | PQ5 | PQ6 | PQ7 | PQ8 | PQ9 | PQ10 | PQ11 |
| LO1 | |||||||||||
| LO2 | |||||||||||
| LO3 | |||||||||||
| LO4 |
Contribution: 1 Low, 2 Average, 3 High