ADVERTISING
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
ADV3612	Strategic Branding in Experience Economy	Fall Spring	3	0	3	5

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	English
Type of course:	Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	E-Learning
Course Coordinator :	Prof. Dr. HASAN KEMAL SUHER
Course Objectives:	Upon completion of the course, students will have , a working knowledge of the fundamental definitions and practices of experiential marketing and branding, to obtain branding skills and strategic perspectives that prepare them for subsequent courses inside the department, be able to analyse marketing cases associated with experiential marketing, recognize applications of sensory marketing and be literate in the language and notation of strategic experiential marketing.

Learning Outcomes

The students who have succeeded in this course;
1) be able to recognize the dynamics of behavioural economics within the framework of experiential marketing
2) be able to evaluate experiential marketing cases by using the definitions and concepts of this field
3) be able to analyse experiential marketing objectives and problematics
4) be able to solve the problems concerning experiential and sensory marketing requirements of related briefs
5) be able to explain and apply the concepts pertaining to behavioral economics concerning experiential branding
6) be able to evaluate limits and applications of experiential marketing in BtoC, BtoB and Cto C markets
8) be able to prepare experiential marketing proposal presentations
9) be able to solve applied experiential marketing problems within a given marketing context
10) be able to integrate experiential marketing strategy into the totality of the IMC system
12) be able to define experiential marketing, sensory branding, experience economy and changing consumer behaviour
13) be able to prepare experiential marketing briefs, reports and presentations

Course Content

Supply demand management, principles of marketing, changing market paradigms, consumer behaviour , customer realtionship management , sensory marketing, experiential marketing, strategic branding through transformational experiences

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Fundamental Principles of Consumer Behaviour and the Changing Consumer
2)	Customer Experience and Marketing Concept and Approaches
3)	Basic principles and applications of Sensory Marketing
4)	Digital transformation and its impact on consumer culture
5)	Brand Culture and Narrative Transfer
6)	Customer Experience Plan within the framework of empathy concept
7)	Sensory customer touchpoints
8)	Phygital"Customer Experience concept analysis
9)	Socio-digital experience and applications
10)	Customer Experience Research models
11)	Projective methods and ethnography
12)	Netnography and applications
13)	Local and cross-cultural experiential marketing applications and cases
14)	Course review and test preparations

Sources

Course Notes / Textbooks:	1.Widet Batat, Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es, Routledge,2019. 2. Joseph Pine, James Gilmore, The Experience Economy, Harward Business Review 2011.
References:	Shaz Smilansky, The Experiential Marketing: A Practical Guide to Interactive Brand Experiences, Kogan Page, 2009.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Midterms	2	% 40
Final	1	% 60
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	13	6	78
Midterms	2	3	6
Final	1	3	3
Total Workload			129

Contribution of Learning Outcomes to Programme Outcomes

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

	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.	5
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	5
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.	4
4)	To be able to analyze primary and secondary research data for a variety of products and services.	4
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.	4
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)	3
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.	3
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.	3
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.	5
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)	3
12)	To be able to identify and meet the demands of learning requirements.	4
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	3