PERFORMING ARTS
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
Fall

Ders Kredileri:

Theoretical	Practical	Credit	ECTS
3	0	3	5

Language of instruction:

English

Ders Koşulu:

Ders İş Deneyimini Gerektiriyor mu?:

Type of course:

Non-Departmental Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

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;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

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) They acquire theoretical, historical and aesthetic knowledge specific to their field by using methods and techniques related to performing arts (acting, dance, music, etc.).
2) They have knowledge about art culture and aesthetics and they provide the unity of theory and practice in their field.
3) They are aware of national and international values in performing arts.
4) Abstract and concrete concepts of performing arts; can transform it into creative thinking, innovative and original works.
5) They have the sensitivity to run a business successfully in their field.
6) Develops the ability to perceive, think, design and implement multidimensional from local to universal.
7) They have knowledge about the disciplines that the performing arts field is related to and can evaluate the interaction of the sub-disciplines within their field.
8) They develop the ability to perceive, design, and apply multidimensionality by having knowledge about artistic criticism methods.
9) They can share original works related to their field with the society and evaluate their results and question their own work by using critical methods.
10) They follow English language resources related to their field and can communicate with foreign colleagues in their field.
11) By becoming aware of national and international values in the field of performing arts, they can transform abstract and concrete concepts into creative thinking, innovative and original works.
12) They can produce original works within the framework of an interdisciplinary understanding of art.
13) Within the framework of the Performing Arts Program and the units within it, they become individuals who are equipped to take part in the universal platform in their field.
14) Within the Performing Arts Program, according to the field of study; have competent technical knowledge in the field of acting and musical theater.
15) They use information and communication technologies together with computer software that is at least at the Advanced Level of the European Computer Use License as required by the field.

Ders - Öğrenme Kazanımı İlişkisi

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	They acquire theoretical, historical and aesthetic knowledge specific to their field by using methods and techniques related to performing arts (acting, dance, music, etc.).	2
2)	They have knowledge about art culture and aesthetics and they provide the unity of theory and practice in their field.	2
3)	They are aware of national and international values in performing arts.	2
4)	Abstract and concrete concepts of performing arts; can transform it into creative thinking, innovative and original works.	1
5)	They have the sensitivity to run a business successfully in their field.	3
6)	Develops the ability to perceive, think, design and implement multidimensional from local to universal.	3
7)	They have knowledge about the disciplines that the performing arts field is related to and can evaluate the interaction of the sub-disciplines within their field.	2
8)	They develop the ability to perceive, design, and apply multidimensionality by having knowledge about artistic criticism methods.	3
9)	They can share original works related to their field with the society and evaluate their results and question their own work by using critical methods.	1
10)	They follow English language resources related to their field and can communicate with foreign colleagues in their field.	1
11)	By becoming aware of national and international values in the field of performing arts, they can transform abstract and concrete concepts into creative thinking, innovative and original works.	3
12)	They can produce original works within the framework of an interdisciplinary understanding of art.	2
13)	Within the framework of the Performing Arts Program and the units within it, they become individuals who are equipped to take part in the universal platform in their field.	3
14)	Within the Performing Arts Program, according to the field of study; have competent technical knowledge in the field of acting and musical theater.	2
15)	They use information and communication technologies together with computer software that is at least at the Advanced Level of the European Computer Use License as required by the field.	3

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