| Week |
Subject |
Related Preparation |
| 1) |
Introduction
|
|
| 2) |
Marketing and Advertising Practice Transformed by the Digital Revolution
|
|
| 3) |
New rules of PR and Advertising
|
|
| 4) |
Reaching buyers directly
|
|
| 5) |
Midterm
|
|
| 6) |
Social media and targeted audience, Blogs
|
|
| 7) |
Audio and Video Drive Action
|
|
| 8) |
The new rules of new releases
|
|
| 9) |
Midterm
|
|
| 10) |
Going viral Mobile marketing
|
|
| 11) |
Mobile marketing and advertising
|
|
| 12) |
Developing mobile advertising strategy
|
|
| 13) |
Mobile content channels
|
|
| 14) |
Mobile technology, content and the future
|
|
| Course Notes / Textbooks: |
"1.Kaan Varnalı, Ayşegül Toker, Cengiz Yılmaz (2011). ""Mobile Marketing : Fundamentals and Strategy"", İkinci Baskı, New York Mc Graw-Hill Yayınları.
2. Füsun Topsümer, Dinçer Yarkın (2019). ""The Strategic Planning Process of Social Media Advertising in the Context of Integrated Marketing Communication"", 2.Baskı, IGI Global Yayınları.
3.Andrew McStay (2010). ""Digital Advertising"", 12974. Baskı (Karton Kapaklı Versiyon), Palgrave Macmillan Yayınları."
|
| References: |
1. Ann Handley, C. C. Chapman (2012). "Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series)", İkinci Baskı, Hoboken N.J: Willey.
|
| |
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
