| Week |
Subject |
Related Preparation |
| 1) |
Definition of progressive advertising and its role in purposeful marketing.
|
|
| 2) |
Brief history of progressive advertising.
|
|
| 3) |
Fundamentals of purposeful marketing and its evolution.
|
|
| 4) |
Differences between purposeful marketing and societal marketing/corporate social responsibility/green marketing. Purposeful marketing strategies and typologies.
|
|
| 5) |
Midterm
|
|
| 6) |
Brand activism strategies: Creating monstrous hybrids,
challenging the establishment, and demonstrating exemplarity."
|
|
| 7) |
Brand activism scorecard.
|
|
| 8) |
Femvertising and gender equality in advertising, 3P Metric.
|
|
| 9) |
Midterm
|
|
| 10) |
Cultural fluency. Importance of inclusivity and diversity in progressive advertising.
|
|
| 11) |
Intersectionality in advertising.
|
|
| 12) |
Dilemmas of progressive advertising: Brand boycotts.
|
|
| 13) |
How to deal with brand boycotts?
|
|
| 14) |
Summary of the course topics, directions and notices for the final exam.
|
|
| Course Notes / Textbooks: |
1. Philip Kotler, Christian Sarkar, Brand Activism: From Purpose to Action, 2nd Ed./Idea Bites Press.
2. Andrew S. Winston, Net Positive: How Courageous Companies Thrive by Giving More Than Take 1st Ed./Harward Business Review Press.
3. Nancy R. Lee, Philip Kotler ,Social Marketing, 5th Ed./Sage Publications."
|
| References: |
1. Nina Montgomary, Perspective on Purpose: Leading Voices on Building Brands and Businesses for Twenty First Century, 1.st Ed./Routladge.
2. Richard H. Thaler, Cass R. Sunstein , Nudge, Penguin Books."
|
| |
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.
|
4 |
| 2) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
|
4 |
| 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.
|
4 |
| 4) |
To be able to analyze primary and secondary research data for a variety of products and services.
|
4 |
| 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.
|
3 |
| 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.
|
4 |
| 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.
|
3 |
| 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.
|
1 |
| 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)
|
4 |
| 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.
|
1 |
BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
