BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| PHOTOGRAPHY AND VIDEO | |||||
| 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 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) | Knowledge of photographic and video media and ability to use basic, intermediate and advanced techniques of these media. | |
| 2) | Ability to understand, analyze and evaluate theories, concepts and uses of photography and video. | |
| 3) | Ability to employ theoretical knowledge in the areas of the use of photography and video. | |
| 4) | Familiarity with and ability to review the historical literature in theoretical and practical studies in photography and video. | |
| 5) | Ability in problem solving in relation to projects in photography and video. | |
| 6) | Ability to generate innovative responses to particular and novel requirements in photography and video. | |
| 7) | Understanding and appreciation of the roles and potentials of the image across visual culture | |
| 8) | Ability to communicate distinctively by means of photographic and video images. | |
| 9) | Experience of image post-production processes and ability to develop creative outcomes through this knowledge. | |
| 10) | Knowledge of and ability to participate in the processes of production, distribution and use of photography and video in the media. | |
| 11) | Ability to understand, analyze and evaluate global, regional and local problematics in visual culture. | |
| 12) | Knowledge of and ability to make a significant contribution to the goals of public communication. | |
| 13) | Enhancing creativity via interdisciplinary methods to develop skills for realizing projects. | |
| 14) | Gaining general knowledge about the points of intersection of communication, art and technology. |