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	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 Lecturer(s):	Assoc. Prof. HANDE BİLSEL
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:	Jim Joseph, The Experience Effect, AMACOM, 2010, NY Robin Landa, Designing Brand Experiences, Thomson, 2006, NY Joseph Pine & James Gilmore, Deneyim Ekonomisi, Optimist, 2011, İstanbul Kaan Varnalı, Müşteri Deneyimi, MediaCat, 2017, İstanbul
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 prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	4
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	5
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	3
4)	To be able to follow and interpret innovations in the field of advertising	3
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	2
6)	To address and solve the needs and problems of the field through the developed scientific perspective	2
7)	To recognize and understand all the dynamics within the field of advertising	3
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	3