COP4319 Fexprience - Experiential Marketing Communication and Case StudiesBahçeşehir UniversityDegree Programs ELECTRICAL AND ELECTRONICS ENGINEERINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
ELECTRICAL AND ELECTRONICS ENGINEERING
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) Adequate knowledge in mathematics, science and electric-electronic engineering subjects; ability to use theoretical and applied information in these areas to model and solve engineering problems.
2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modeling methods for this purpose.
3) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues, according to the nature of the design.)
4) Ability to devise, select, and use modern techniques and tools needed for electrical-electronic engineering practice; ability to employ information technologies effectively.
5) Ability to design and conduct experiments, gather data, analyze and interpret results for investigating engineering problems.
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to communicate effectively in English and Turkish (if he/she is a Turkish citizen), both orally and in writing.
8) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9) Awareness of professional and ethical responsibility.
10) Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development.
11) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.