BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| COMPUTER ENGINEERING | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
Ders Genel Tanıtım Bilgileri
| Course Code: | ADV4632 | ||||||||
| Ders İsmi: | Global Advertising | ||||||||
| Ders Yarıyılı: |
Spring |
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| Ders Kredileri: |
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| Language of instruction: | English | ||||||||
| Ders Koşulu: | |||||||||
| Ders İş Deneyimini Gerektiriyor mu?: | No | ||||||||
| Type of course: | Non-Departmental Elective | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Course Coordinator : | Dr. Öğr. Üyesi ÖNDER YÖNET | ||||||||
| Course Lecturer(s): | |||||||||
| Course Assistants: |
Dersin Amaç ve İçeriği
| Course Objectives: | This course concentrates on creating an understanding on globalization,international markets,marketing across the borders, global advertising and integrated marketing communication strategies worldwide. Students will be able to understand ; a) historical,social,cultural and economical development of globalization b) basic principles and practices of global advertising c) the paradoxes faced by global marketers and agencies in creating strategies and campaigns to communicate with different cultures. d) when and how to standardize communication strategy,how to choose an agency for global brands. e) “think gobal,act local” f) the application of cultural differences/dimensions (of Geert Hofstede) to the global advertisements |
| Course Content: | This course aims to teach the students the current and future positioning of advertising in the context of global integrated marketing communications efforts. The students taking this course will gain the necessary theoretical knowledge to work in international advertising agencies and companies both in Turkey and Worldwide. |
Learning Outcomes
The students who have succeeded in this course;
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Ders Akış Planı
| Week | Subject | Related Preparation |
| 1) | Introduction | |
| 2) | Going Global, Brief History of 21st century Markets | Reading material |
| 3) | Globalization of markets Political,Economical,Cultural,Technological Factors and Competition, Homogenization of consumer needs and tastes, Culture and how advertising works, Advertising Industry | None |
| 4) | Global Brand: The perception of global Brands, Global Branding Strategies, Brand positioning, Standardization | Reading material |
| 5) | Global Communication Strategies and Planning - handing homework 1 in | Preparation for homework 1 |
| 6) | Advertising Agencies in Global Market | Reading material |
| 7) | Global Media and Messaging - The brief for final project | None |
| 8) | Review | Review of the previous subjects |
| 9) | Advertising Regulatory Considerations in the Global Arena | Reading material |
| 10) | Social Responsibility and Ethics in the Global Marketplace - handing homework 2 in | Preparation for homework 2 |
| 11) | Global Ad cases: American Advertising | Reading material |
| 12) | Global Ad Cases: European Advertising | None |
| 13) | Global Ad Cases: Russia,China,Japan,Indian,etc. | Reading material |
| 14) | Turkish Advertising Cases | None |
Sources
| Course Notes / Textbooks: | Zorunlu Ders Kitabı/Required Text Book: De Mooij Marieke (1997) , Global Marketing and Advertising: Understanding Global Paradoxes, Sage Pub. Ders notları/okumalar:Okumaların okunması zorunludur ! Okumalar dersin en önemli bölümünü oluşturmaktadır. Tartışılacak okuma bir hafta önce öğrencilere verilmektedir. Course notes: It is compulsory to read the reading material ! The readings make the most important part of the course. The reading, which will be discussed, will be handed out one week earlier. |
| References: | Kotler, Philip & Keller, Kevin Lane (2006) Marketing Management, 12/E, Prentice Hall Mueller Barbara ( 2001), International Advertising: Communicating across Cultures,Wadsworth Pub. Clow E. Kenneth, Baack Donald ( 2001), Integrated Advertising, Promotion & Marketing Communications, Prentice Hall Friedman L. Thomas ( 2005), World is Flat, Farrar,Straus and Giroux Pub. Richard Nisbett (2004), The Geography of Thought: How Asians and Westerners Think Differently...and Why, Free Press. |
Ders - Program Öğrenme Kazanım İlişkisi
| Ders Öğrenme Kazanımları | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Program Outcomes | ||||||||||
| 1) Adequate knowledge in mathematics, science and computer engineering; the ability to use theoretical and practical knowledge in these areas in complex engineering problems. | ||||||||||
| 2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply appropriate analysis and modeling methods for this purpose. | ||||||||||
| 3) Ability to design a complex system, process, device or product to meet specific requirements under realistic constraints and conditions; ability to apply modern design methods for this purpose. | ||||||||||
| 4) Ability to develop, select and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in computer engineering applications; ability to use information technologies effectively. | ||||||||||
| 5) Ability to design, conduct experiments, collect data, analyze and interpret results for the study of complex engineering problems or computer engineering research topics. | ||||||||||
| 6) Ability to work effectively within and multi-disciplinary teams; individual study skills. | ||||||||||
| 7) Ability to communicate effectively in verbal and written Turkish; knowledge of at least one foreign language; ability to write active reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions. | ||||||||||
| 8) Awareness of the necessity of lifelong learning; ability to access information, to follow developments in science and technology and to renew continuously. | ||||||||||
| 9) To act in accordance with ethical principles, professional and ethical responsibility; information on the standards used in engineering applications. | ||||||||||
| 10) Information on business practices such as project management, risk management and change management; awareness of entrepreneurship and innovation; information about sustainable development. | ||||||||||
| 11) Knowledge of the effects of engineering practices on health, environment and safety in the universal and social scale and the problems of the era reflected in engineering; awareness of the legal consequences of engineering solutions. | ||||||||||
Ders - Öğrenme Kazanımı İlişkisi
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Adequate knowledge in mathematics, science and computer engineering; the ability to use theoretical and practical knowledge in these areas in complex engineering problems. | |
| 2) | Ability to identify, formulate, and solve complex engineering problems; ability to select and apply appropriate analysis and modeling methods for this purpose. | 2 |
| 3) | Ability to design a complex system, process, device or product to meet specific requirements under realistic constraints and conditions; ability to apply modern design methods for this purpose. | 3 |
| 4) | Ability to develop, select and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in computer engineering applications; ability to use information technologies effectively. | |
| 5) | Ability to design, conduct experiments, collect data, analyze and interpret results for the study of complex engineering problems or computer engineering research topics. | 3 |
| 6) | Ability to work effectively within and multi-disciplinary teams; individual study skills. | 2 |
| 7) | Ability to communicate effectively in verbal and written Turkish; knowledge of at least one foreign language; ability to write active reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions. | |
| 8) | Awareness of the necessity of lifelong learning; ability to access information, to follow developments in science and technology and to renew continuously. | |
| 9) | To act in accordance with ethical principles, professional and ethical responsibility; information on the standards used in engineering applications. | |
| 10) | Information on business practices such as project management, risk management and change management; awareness of entrepreneurship and innovation; information about sustainable development. | |
| 11) | Knowledge of the effects of engineering practices on health, environment and safety in the universal and social scale and the problems of the era reflected in engineering; awareness of the legal consequences of engineering solutions. |
Öğrenme Etkinliği ve Öğretme Yöntemleri
Ölçme ve Değerlendirme Yöntemleri ve Kriterleri
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 2 | % 10 |
| Midterms | 1 | % 40 |
| Final | 1 | % 50 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| Total | % 100 | |
İş Yükü ve AKTS Kredisi Hesaplaması
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 14 | 5 | 70 |
| Homework Assignments | 2 | 6 | 12 |
| Midterms | 1 | 3 | 3 |
| Final | 1 | 3 | 3 |
| Total Workload | 130 | ||