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 |
| COP4319 | Fexprience - Experiential Marketing Communication and Case Studies | 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 : | 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) | 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 |