MATHEMATICS
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
ADV4632	Global Advertising	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:	Non-Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Dr. Öğr. Üyesi ÖNDER YÖNET
Course Lecturer(s):	Dr. Öğr. Üyesi ÖNDER YÖNET
Recommended Optional Program Components:	None
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

Learning Outcomes

The students who have succeeded in this course;
1) To distinguish going global and recognize the brief history of 21st century
2) To appraise the globalization of the markets
3) To explain global branding
4) To develop global communication strategies and planning
5) To differentiate the main advertising agencies and their works worldwide
6) To determine global media and messaging
7) To discriminate advertising regulatory considerations in the global arena
8) To integrate social responsibility and ethics in the global marketplace
9) To evaluate and comment on any given case study in global advertising.

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.

Weekly Detailed Course Contents

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.

Evaluation System

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

ECTS / Workload Table

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

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 have a grasp of basic mathematics, applied mathematics and theories and applications in Mathematics
2)	To be able to understand and assess mathematical proofs and construct appropriate proofs of their own and also define and analyze problems and to find solutions based on scientific methods,
3)	To be able to apply mathematics in real life with interdisciplinary approach and to discover their potentials,
4)	To be able to acquire necessary information and to make modeling in any field that mathematics is used and to improve herself/himself,	4
5)	To be able to tell theoretical and technical information easily to both experts in detail and non-experts in basic and comprehensible way,
6)	To be familiar with computer programs used in the fields of mathematics and to be able to use at least one of them effectively at the European Computer Driving Licence Advanced Level,
7)	To be able to behave in accordance with social, scientific and ethical values in each step of the projects involved and to be able to introduce and apply projects in terms of civic engagement,
8)	To be able to evaluate all processes effectively and to have enough awareness about quality management by being conscious and having intellectual background in the universal sense,	4
9)	By having a way of abstract thinking, to be able to connect concrete events and to transfer solutions, to be able to design experiments, collect data, and analyze results by scientific methods and to interfere,
10)	To be able to continue lifelong learning by renewing the knowledge, the abilities and the competencies which have been developed during the program, and being conscious about lifelong learning,
11)	To be able to adapt and transfer the knowledge gained in the areas of mathematics ; such as algebra, analysis, number theory, mathematical logic, geometry and topology to the level of secondary school,
12)	To be able to conduct a research either as an individual or as a team member, and to be effective in each related step of the project, to take role in the decision process, to plan and manage the project by using time effectively.