| Week |
Subject |
Related Preparation |
| 1) |
An overview of culture: Definitions and significance of culture; culture as an independent variable (I)
|
|
| 2) |
An overview of culture: Definitions and significance of culture; culture as an independent variable (II)
|
|
| 3) |
Dimensions of culture; culture of a polity: Inglehart-Welzel World Cultural Map |
|
| 4) |
From corporate to national culture: The IBM project and Hofstede's theory based on IBM data |
|
| 5) |
How to define and measure corporate culture (I) |
|
| 6) |
How to define and measure corporate culture (II) |
|
| 7) |
REVIEW BEFORE MIDTERM |
|
| 8) |
Two success stories: Lufthansa and BMW |
|
| 9) |
How to build a successful corporate culture |
|
| 10) |
Corporate culture and performance: how and to what extent does corporate culture affect performance? |
|
| 11) |
Can culture change? |
|
| 12) |
Corporate culture in Turkey (I) |
|
| 13) |
Corporate culture in Turkey (II) |
|
| 14) |
Review
|
|
| Course Notes / Textbooks: |
Heskett, J. The Culture Cycle, New Jersey: FT Press, 2012.
Hofstede, G., Hofstede, G. J. And M. Minkov, Cultures and Organizations, New York: McGraw Hill, 2010.
Inglehart, R. and Welzel, C., Modernization, Cultural Change and Democracy, Cambridge: Cambridge U. Press, 2005.
Sackmann, S. A., Success Factor: Corporate Culture, Bertelsmann Stiftung, 2006.
|
| References: |
Articles in Course Package |
| |
Program Outcomes |
Level of Contribution |
| 1) |
To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.
|
2 |
| 2) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
|
2 |
| 3) |
To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.
|
2 |
| 4) |
To be able to analyze primary and secondary research data for a variety of products and services.
|
2 |
| 5) |
To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.
|
2 |
| 6) |
To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)
|
2 |
| 7) |
To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.
|
3 |
| 8) |
To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.
|
2 |
| 9) |
To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.
|
2 |
| 10) |
To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.
|
2 |
| 11) |
To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)
|
2 |
| 12) |
To be able to identify and meet the demands of learning requirements.
|
2 |
| 13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
|
2 |
BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
