LOGISTICS (TURKISH) | |||||
Associate | TR-NQF-HE: Level 5 | QF-EHEA: Short Cycle | EQF-LLL: Level 5 |
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. |
Language of instruction: | English |
Type of course: | Non-Departmental Elective |
Course Level: | Associate (Short 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 |
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. |
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. |
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 |
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. |
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 |
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 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | To have knowledge about logistics operations and the basic legislation | |
2) | To have knowledge about the politics, corporations and the developments in logistics. | |
3) | To have knowledge about the economical life and the basic features of the enterprises that take place in logistics sector. | |
4) | To have knowledge about the documents that are used in logistics and how to prepare them. | |
5) | To have knowledge about the new marketing and sales techniques and the principles of opening to new markets. | |
6) | To have knowledge and consciousness about the job security, worker health and environment protection in logistics sector. | |
7) | To have knowledge and consciousness about the basic legal attainments, social responsibility, ethics and social security rights in logistics. | |
8) | To be involved in communication network in logistics sector and follow the developments. | 2 |
9) | To have the ability to comment and evaluate the classical and current theories by taking into account the developments in logistics and supply chain areas. | |
10) | To have the basic knowledge about foreign trade and customs legislation. | |
11) | To have knowledge about relationship between foreign trade and logistics management. | |
12) | To have basic knowledge in at least one foreign language. | |
13) | He/she can use information and communication tecnologies that necessary for their area, follows technological change and applies new technologies to business system. |