ADV4632 Global AdvertisingBahçeşehir UniversityDegree Programs SOCIOLOGYGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
SOCIOLOGY
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 learn and compare major sociology perspectives, both classical and contemporary, and apply all of them to analysis of social conditions.
2) To be able to identify the basic methodological approaches in building sociological and anthropological knowledge at local and global levels
3) To be able to use theoretical and applied knowledge acquired in the fields of statistics in social sciences.
4) To have a basic knowledge of other disciplines (including psychology, history, political science, communication studies and literature) that can contribute to sociology and to be able to make use of this knowledge in analyzing sociological processes
5) To have a knowledge and practice of scientific and ethical principles in collecting, interpreting and publishing sociological data also develop ability how to share this data with experts and lay people, using effective communication skills
6) To develop competence in analyzing and publishing sociological knowledge by using computer software for quantitative and qualitative analysis; and develop an attitute for learning new techniques in these fields.
7) To identify and to have a knowledge of the theories related to urban and rural sociology and demography, and political sociology, sociology of gender, sociology of body, visual sociology, sociology of work, sociology of religion, sociology of knowledge and sociology of crime.
8) To have knowledge of how sociology is positioned as a scientific discipline from a philosophical and historical perspective
9) To have the awareness of social issues in Turkish society, to develop critical perspective in analysing these issues and to have a knowledge of the works of Turkish sociologists and to be able to transfer this knowledge
10) To have the awareness of social issues and global societal processes and to apply sociological analysis to development and social responsibility projects
11) To have the ability to define a research question, design a research project and complete a written report for various fields of sociology, either as an individual or as a team member.
12) To be able to transfer the knowledge gained in the areas of sociology to the level of secondary school.