INTERNATIONAL TRADE AND BUSINESS
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
COP4319	Fexprience - Experiential Marketing Communication and Case Studies	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 :	Instructor SİNEM İNCE
Course Lecturer(s):	Instructor SİNEM İNCE
Recommended Optional Program Components:	None
Course Objectives:	This course aims to provide relational bonds of corporate and its target audience with communication activities, supporting the relation management, giving pleasure to the audience, make experiences with aesthetic aspect, create a value on target audience perception as marketing communication strategy, by teaching the importance of experiential marketing principles and practices.Students will produce their own experiential marketing communication by learning the bacis steps be considered experiental marketing based on event preparation.

Learning Outcomes

The students who have succeeded in this course;
Students taking this course can,
1) Define the concept of experiential marketing
2) Reveal the difference of experiential marketing communications from other communication activities
3) Can apply the steps of experiential marketing communication campaigns.
4) Learn the types of events that will be used for experiential marketing.
5) Learn the factors that should be considered for planning and realization the event
6) Create experiential marketing events appropriate for a corporate or a brand

Course Content

In this course students will learn the definition of experiential marketing communication, functions, principles and steps, the rules of the event management, event organizing methods, applyingexperiential marketing events and measuring.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	What is experiental marketing? Why it is needed? Basic issues in marketing commuication and the position of expreriental marketing in communication (Guest Participant: Ugur Batı)
2)	Where is the event in experiential marketing? (Guest participant: Bülent Fidan)
3)	How is experiential marketing planned? What are the steps that must be considered? (Guest participant: Coca-Cola)
4)	Comparison of examples of experiential marketing between Turkey and the world.
5)	What is event based on experience? Students begin to plan the communication of experiential marketing for a brand.
6)	What are types of events? (Guest participant: Event Manager of Anadolu Efes)
7)	What are the factors that must be considered during an event? (Guest participant: Co-manager of Pozitif Event Company) Students begin to plan an event.
8)	How is an event planned? (Guest participant: Gnctrkcll)
9)	How is the time and place of an event planned? (Guest participant: Boogy Event Agency)
10)	What are the things that you need to pay attention to in order to match your activity with technology? (Guest participant: Founder of Visionteractive)
11)	The importance of building relationship with the event and social media (Guest participant: Coca-Cola).
12)	What are the possible crises that can occur in an event? How are crises managed? (Guest participant: Nike)
13)	Evaluation and reporting of event (Guest pariticpant: Anadolu Efes)
14)	Students present their experiential marketing communication projects that are prepared in accordance with weekly steps.

Sources

Course Notes / Textbooks:	Markethink Ya Da Farkethink: "Deneyimsel Pazarlama ve Duyusal Markalama" - Uğur Batı / Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate - Bernd H. Schmitt / The experience Economy - B. Joseph Pine
References:	Experiential Marketing: A Practical Guide to Interactive Brand Experiences - Shaz Smilansky / Örneklerle Temel Deneyimsel Pazarlama - Taşkın Dirsehan

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	2	% 10
Midterms	1	% 30
Final	1	% 60
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	3	42
Project	8	3	24
Homework Assignments	2	9	18
Final	1	1	1
Total Workload			127

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)	Has theoretical and practical knowledge on management, business, trade, economy, entrepreneurship, innovation, sustainable development related to International Trade and Business and can use this information
2)	Can collect data from different sources in the global business world and successfully apply research techniques, use information and communication technologies.
3)	Can analyze opportunities and threats with strategic thinking skills by using different resources and channels in the ever-changing global business world.
4)	Can communicate orally and in writing with a good knowledge of English grammar.
5)	He / she can transfer the knowledge and skills he / she has acquired in the field to the relevant people in written and oral form and evaluate them critically.
6)	Adopts the principles of business ethics with the awareness of professional responsibility and can apply these principles within the framework of legal rules in the field of global trade and business.
7)	He / she can collaborate in and out of the field, take responsibility, respect cultural differences and have ethical values.
8)	Has sufficient awareness of social rights, justice, cultural values, environmental awareness, occupational health and safety.
9)	With the lifelong learning skill acquired, she/he can identify learning needs and improve herself/himself