BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| ECONOMICS AND FINANCE | |||||
| 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 | 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: | 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) | Build up a body of knowledge in mathematics and statistics, to use them, to understand how the mechanism of economy –both at micro and macro levels – works. | 3 |
| 2) | Understand the common as well as distinctive characters of the markets, industries, market regulations and policies. | 2 |
| 3) | Develop an awareness of different approaches to the economic events and why and how those approaches have been formed through the Economic History and understand the differences among those approaches by noticing at what extent they could explain the economic events. | 1 |
| 4) | Analyze the interventions of politics to the economics and vice versa. | 3 |
| 5) | Apply the economic analysis to everyday economic problems and evaluate the policy proposals for those problems by comparing opposite approaches. | 2 |
| 6) | Understand current and new economic events and how the new approaches to the economics are formed and evaluating. | 2 |
| 7) | Develop the communicative skills in order to explain the specific economic issues/events written, spoken and graphical form. | 3 |
| 8) | Know how to formulate the economics problems and issues and define the solutions in a well-formed written form, which includes the hypothesis, literature, methodology and results / empirical evidence. | 2 |
| 9) | Demonstrate the quantitative and qualitative capabilities and provide evidence for the hypotheses and economic arguments. | 2 |
| 10) | Understand the information and changes related to the economy by using a foreign language and communicate with colleagues. | 3 |