MEDICINE
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) Integrates the knowledge, skills and attitudes acquired from basic and clinical medical sciences, behavioral sciences and social sciences, and uses them in health service delivery.
2) In patient management, shows a biopsychosocial approach that takes into account the socio-demographic and sociocultural background of the individual, regardless of language, religion, race and gender.
3) In the provision of health services, prioritizes the protection and development of the health of individuals and society.
4) Taking into account the individual, societal, social and environmental factors affecting health; does the necessary work to maintain and improve the state of health.
5) By recognizing the characteristics, needs and expectations of the target audience, provides health education to healthy/sick individuals and their relatives and other healthcare professionals.
6) Shows a safe, rational and effective approach in health service delivery, prevention, diagnosis, treatment, follow-up and rehabilitation processes.
7) Performs invasive and/or non-invasive procedures in diagnosis, treatment, follow-up and rehabilitation processes in a safe and effective way for the patient.
8) Provides health services by considering patient and employee health and safety.
9) In the provision of health services, takes into account the changes in the physical and socioeconomic environment on a regional and global scale, as well as the changes in the individual characteristics and behaviors of the people who apply to it.
10) Takes good medical practice into account while carrying out his/her profession.
11) Fulfills its duties and obligations within the framework of ethical principles, rights and legal responsibilities required by its profession.
12) Demonstrates decisive behavior in providing high-quality health care, taking into account the integrity of the patient.
13) Evaluates his/her performance in his/her professional practice by considering his/her emotions and cognitive characteristics.
14) Advocates improving the provision of health services by considering the concepts of social reliability and social responsibility for the protection and development of public health.
15) Can plan and carry out service delivery, training and consultancy processes related to individual and community health in cooperation with all components for the protection and development of health.
16) Evaluates the impact of health policies and practices on individual and community health indicators and advocates increasing the quality of health services.
17) The physician attaches importance to the protection of his/her own physical, mental and social health, and does what is necessary for this
18) Shows exemplary behavior and leads the healthcare team during service delivery.
19) Uses resources cost-effectively, for the benefit of society and in accordance with the legislation, in the planning, implementation and evaluation processes of health services in the health institution he/she is the manager of.
20) Establishes positive communication within the health team it serves and assumes different team roles when necessary.
21) Is aware of the duties and responsibilities of the health workers in the health team and acts accordingly.
22) In the professional practices, works in harmony and effectively with the colleagues and other professional groups.
23) Communicates effectively with patients, their relatives, healthcare professionals, other professional groups, institutions and organizations.
24) Communicates effectively with individuals and groups that require a special approach and have different socio-cultural characteristics.
25) In the diagnosis, treatment, follow-up and rehabilitation processes, shows a patient-centered approach that associates the patient with the decision-making mechanisms.
26) Plans and implements scientific research, when necessary, for the population it serves, and uses the results and/or the results of other research for the benefit of the society.
27) Reaches and critically evaluates current literature knowledge about his/her profession.
28) Applies the principles of evidence-based medicine in clinical decision making.
29) Uses information technologies to increase the effectiveness of its work on health care, research and education.
30) Effectively manages individual work processes and career development.
31) Demonstrates skills in acquiring and evaluating new knowledge, integrating it with existing knowledge, applying it to professional situations and adapting to changing conditions throughout professional life.
32) Selects the right learning resources to improve the quality of the health service it offers, organizes its own learning process