ADVERTISING
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
BA2111	Business Case Studies	Spring	3	0	3	6

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 :	Prof. Dr. ELİF OKAN
Course Lecturer(s):	Instructor MARKUS CHRISTIAN SLEVOGT
Recommended Optional Program Components:	None
Course Objectives:	- To analyse and understand real strategic business situations and draw the right conclusions - Understanding Strategic Management and its tools as much as their application in real business cases - Understanding the above in the context of Turkish family businesses

Learning Outcomes

The students who have succeeded in this course;
At the end of the course, you will be able to:
1. Better understand a company’s strategic problem
2. Use tools to analyse this problem and to recommend mitigation measures
3. Understand the special complexity of corporations in general and Turkish family businesses in particular

Course Content

Strategic Mangament and its tools as much as their application in real business cases.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction to Family Businesses & Strategic Management	Read slide decks and selected material
2)	Introduction into the semester's Main Case Study	Read slide decks and selected material
3)	Strategy History & Theory	Read slide decks and selected material
4)	Corporate Financials / Shareholder Value	Read slide decks and selected material
5)	Vision / Mission & Corporate Strategy	Read slide decks and selected material
6)	Environmental Ecology	Read slide decks and selected material
7)	Competitive Position	Read slide decks and selected material
8)	Industry Case Study on Competitive Positioning	Read slide decks and selected material
9)	Resources & Capabilities	Read slide decks and selected material
10)	Competitive Repositioning & Strategic Options	Read slide decks and selected material
11)	Implementation & Strategic Control	Read slide decks and selected material
12)	Main Case Study	Read slide decks and selected material
13)	Main Case Study	Read slide decks and selected material
14)	Review for Exam Preparation	Read slide decks and selected material

Sources

Course Notes / Textbooks:

Literature (provided on ItsLearning Resources):
• Stephen Cummings, Duncan Angwin: Strategy Builder, How to create and communicate more effective strategies, John Wiley and Sons, 2015.
• Alex Osterwalder et al.: Value Proposition Design, John Wiley & Sons, 2014. • Chan Kim and Renee Mauborgne: Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, Harvard Business Review Press, 2005.
• Henry Mintzberg, Bruce Ahlstrand, Joseph Lampel: Strategy Safari, The Free Press, New York, 1998.

References:

Slide Decks (provided on ItsLearning Resources)

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 15
Presentation	1	% 15
Project	1	% 30
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 30
PERCENTAGE OF FINAL WORK		% 70
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	7	98
Presentations / Seminar	1	3	3
Project	1	10	10
Final	1	2	2
Total Workload			155

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)	To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.	2
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	2
3)	To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.	2
4)	To be able to analyze primary and secondary research data for a variety of products and services.	2
5)	To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.	2
6)	To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)	2
7)	To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.	3
8)	To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.	2
9)	To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.	2
10)	To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.	2
11)	To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)	2
12)	To be able to identify and meet the demands of learning requirements.	2
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	2