BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| OPTICIANRY (TURKISH) | |||||
| Associate | TR-NQF-HE: Level 5 | QF-EHEA: Short Cycle | EQF-LLL: Level 5 | ||
Ders Genel Tanıtım Bilgileri
| Course Code: | ADV4632 | ||||||||
| Ders İsmi: | Global Advertising | ||||||||
| Ders Yarıyılı: | Spring | ||||||||
| 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) The student acquires theoretical and practical knowledge related to his field at a basic level. | ||||||||
| 2) The student owns information about moral discipline and ethical rules related to his field. | ||||||||
| 3) The student uses theoretical and practical knowledge related to his field at a basic level; basic fundamental computer programs and related technologies. | ||||||||
| 4) The student manages a duty independently by using the knowledge about his field at a basic level. | ||||||||
| 5) The student evaluates the knowledge about his field at a basic level with a critical approach, he designates his learning needs and directs his learning. | ||||||||
| 6) The student uses information and communication technologies with at least at basic level of European Computer Using Licence basic level of computer software which his field of study requires. | ||||||||
| 7) The student complies with and contributes to quality management and processes. | ||||||||
| 8) The student has sufficient consciousness about individual and public health, environmental protection and work safety issues. | ||||||||
| 9) The student acts in accordance with laws, regulations, legislations and professional ethics related to individual duties, rights and responsibilities. | ||||||||
Ders - Öğrenme Kazanımı İlişkisi
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | The student acquires theoretical and practical knowledge related to his field at a basic level. | |
| 2) | The student owns information about moral discipline and ethical rules related to his field. | |
| 3) | The student uses theoretical and practical knowledge related to his field at a basic level; basic fundamental computer programs and related technologies. | |
| 4) | The student manages a duty independently by using the knowledge about his field at a basic level. | |
| 5) | The student evaluates the knowledge about his field at a basic level with a critical approach, he designates his learning needs and directs his learning. | |
| 6) | The student uses information and communication technologies with at least at basic level of European Computer Using Licence basic level of computer software which his field of study requires. | |
| 7) | The student complies with and contributes to quality management and processes. | |
| 8) | The student has sufficient consciousness about individual and public health, environmental protection and work safety issues. | |
| 9) | The student acts in accordance with laws, regulations, legislations and professional ethics related to individual duties, rights and responsibilities. |
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 | ||