BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| GASTRONOMY AND CULINARY 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 |
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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) - Possess advanced level theoretical and practical knowledge supported by textbooks with updated information, practice equipments and other resources. | |||||
| 2) Use of advanced theoretical and practical knowledge within the field. -Interpret and evaluate data, define and analyze problems, develop solutions based on research and proofs by using acquired advanced knowledge and skills within the field. | |||||
| 3) Inform people and institutions, transfer ideas and solution proposals to problems in written and orally on issues in the field. - Share the ideas and solution proposals to problems on issues in the field with professionals and non-professionals by the support of qualitative and quantitative data. -Organize and implement project and activities for social environment with a sense of social responsibility. -Monitor the developments in the field and communicate with peers by using a foreign language at least at a level of European Language Portfolio B1 General Level. -Use informatics and communication technologies with at least a minimum level of European Computer Driving License Advanced Level software knowledge. | |||||
| 4) Evaluate the knowledge and skills acquired at an advanced level in the field with a critical approach. -Determine learning needs and direct the learning. -Develop positive attitude towards lifelong learning. | |||||
| 5) Act in accordance with social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field. - Possess sufficient consciousness about the issues of universality of social rights, social justice, quality, cultural values and also, environmental protection, worker's health and security. | |||||
| 6) Conduct studies at an advanced level in the field independently. - Take responsibility both as a team member and individually in order to solve unexpected complex problems faced within the implementations in the field. - Planning and managing activities towards the development of subordinates in the framework of a project | |||||
Ders - Öğrenme Kazanımı İlişkisi
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | - Possess advanced level theoretical and practical knowledge supported by textbooks with updated information, practice equipments and other resources. | 2 |
| 2) | Use of advanced theoretical and practical knowledge within the field. -Interpret and evaluate data, define and analyze problems, develop solutions based on research and proofs by using acquired advanced knowledge and skills within the field. | 4 |
| 3) | Inform people and institutions, transfer ideas and solution proposals to problems in written and orally on issues in the field. - Share the ideas and solution proposals to problems on issues in the field with professionals and non-professionals by the support of qualitative and quantitative data. -Organize and implement project and activities for social environment with a sense of social responsibility. -Monitor the developments in the field and communicate with peers by using a foreign language at least at a level of European Language Portfolio B1 General Level. -Use informatics and communication technologies with at least a minimum level of European Computer Driving License Advanced Level software knowledge. | 5 |
| 4) | Evaluate the knowledge and skills acquired at an advanced level in the field with a critical approach. -Determine learning needs and direct the learning. -Develop positive attitude towards lifelong learning. | 3 |
| 5) | Act in accordance with social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field. - Possess sufficient consciousness about the issues of universality of social rights, social justice, quality, cultural values and also, environmental protection, worker's health and security. | 3 |
| 6) | Conduct studies at an advanced level in the field independently. - Take responsibility both as a team member and individually in order to solve unexpected complex problems faced within the implementations in the field. - Planning and managing activities towards the development of subordinates in the framework of a project | 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 | ||