DENTAL MEDICINE | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | ADV4632 | ||||||||
Ders İsmi: | Global Advertising | ||||||||
Ders Yarıyılı: |
Spring Fall |
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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: |
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. |
The students who have succeeded in this course;
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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 |
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 Öğrenme Kazanımları |
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Program Outcomes |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution |
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 |
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 |