OPTICIANRY (TURKISH)
Associate	TR-NQF-HE: Level 5	QF-EHEA: Short Cycle	EQF-LLL: Level 5

Ders Genel Tanıtım Bilgileri

Course Code:

ADV3633

Ders İsmi:

Cases in Marketing Communication

Ders Yarıyılı:

Spring

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:

Associate

TR-NQF-HE:5. Master`s Degree

QF-EHEA:Short Cycle

EQF-LLL:5. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Instructor HAKKI PINAR KILIÇ

Course Lecturer(s):

Course Assistants:

Dersin Amaç ve İçeriği

Course Objectives:	This course’s aim is to stimulate the students on the ever-expanding world of the marketing communication and familiarize them with the importance of the relationship marketing and integrated communication. Also special emphasis will be given to prepare and analyze business plans, marketing plans, and advertising plans
Course Content:	Students will be familiarized with the different tools of integrated marketing communications and will learn when and how to apply these tools. Also they will learn to develop strtegies and make plans ny usinh these tools.

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)	How to Prepare Effective Marketing Plan?
2)	How SWOT and PEST can help you?	Buying a Wedding Dress in e-Bay (Case)
3)	Positioning in high and low involvement products
4)	A new concept: Demand Chain	Zara case
5)	How you can understand a consumer?
6)	A new approach to consumer: Pulse	Exporting Olive Oil (case)
7)	Financial Aspects of Marketing
8)	Branding	Migros Private Brands
9)	How to write Effective Briefings?
10)	How to Prepare Effective Business Plan?	Volvo
11)	Pazarlamanın 4 P'si öldü mü?
12)	How to Prepare Effective Advertising Plan?	Starbucks
13)	How to prepare a communication plan
14)	Review of the topics

Sources

Course Notes / Textbooks:

1. Marketing Communications
Engagement, Strategies and Practice
Chris Fill
Prentice Hall/Financial Tmes
4th Edition

2 Management in Turkey: Cases and Challenges
Donald N. Thompson
Gazi Kitapevi, Ankara

3, The New Marketing Paradigm.
Integrated Marketing Communications
Don E. Schultz, Stanley I Tannenbaum, Robert F. Lauterborn
4. Best Practice Cases in Branding
Kevin Lane Keller
Pearson Prentice Hall

References:

Adverting Age
Campaign
Marketing Türkiye
MediaCat

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	6	% 60
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
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	6	3	18
Final	1	3	3
Total Workload			133