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
ADV4647	Retailing and Shopper Marketing	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:	Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Instructor HAKKI PINAR KILIÇ
Course Objectives:	To learn the developments in the world of retailing, to understand the behavior of shoppers and how to develop the right strategy for the retail market.

Learning Outcomes

The students who have succeeded in this course;
1. to inform - the retail world.
2. to explain store based retailing and nonstore retailing.
3. to develop retail market strategy.
4. to explain organizational structure and HR management.
5. to manage product diversification, systems and new product buying.0
6. to explain pricing and retail promotion mix.

Course Content

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	World of retailing, Store based retailing, Nonstore Retailing
2)	The Retail Customer, Customer Buying Behaviour
3)	Retail market strategy -Financial strategy
4)	Retail locations-Site selection
5)	Organization structure and human resources management -Integrated retail logistics and information systems
6)	Planning merchandise assortments -Buying systems -Buying merchandise Pricing -Retail promotion mix
7)	Midterm
8)	Managing the store -Store layout, design, and visual merchandising
9)	Shopper versus consumer First moment of truth and second moment of truth
10)	stop hold, and close the sale
11)	The process of a shopper shopping
12)	The process of a shopper shopping
13)	Customer Service Retail Selling
14)	Review

Sources

Course Notes / Textbooks:	P. Barnett (2016). "Shopper Marketing: A How to Business Story", Business Expert Press.
References:

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	1	% 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	13	3	39
Study Hours Out of Class	13	6	78
Homework Assignments	1	4	4
Midterms	1	4	4
Final	1	4	4
Total Workload			129

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 prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	3
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	3
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	3
4)	To be able to follow and interpret innovations in the field of advertising	4
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	3
6)	To address and solve the needs and problems of the field through the developed scientific perspective	3
7)	To recognize and understand all the dynamics within the field of advertising	3
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	3