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
ADV4627	Approximations to Consumer Behavior by Experimental Designs	Spring	2	2	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 :	Prof. Dr. HASAN KEMAL SUHER
Course Objectives:	Approximation research, tries to explain a phenomenon, consept or fact by very little number of (very frequently by only one) but effective and practical independent variable. In other words, they try to reach to a target inquiry (phenomenon, consept or fact) in a science universe from another phenomenon, consept or fact (reference point) of the same science universe with a minimum approximation error by creating a worm hole. And sometimes it aims to prove that no worm hole can be created from a certain point of the science universe to another certain point of the same science universe. Hence, the goal of this course is to discover possible unique worm holes in the consumer behavior universe by unique experimental designs.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course;
1) be able to enter variables and data in a new SPSS sheet,
2) be able to recognize various forms of difference tests (Chi-square, T-Test, ANOVA…) in quantitative research and differentiate them from one another,
3) be able to design and conduct creative experiments,
4) be able to observe consumer or human behavior by new and unique perspectives,
5) be able to report the research findings in a single page

Course Content

Entering variables and data in SPSS, experimental designs, the difference tests used in experimental designs, conducting new and unique experimental designs, developing the findings into a summarized report, observation and analyses of consumer behavior

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Getting to know about each other, discussion on the syllabus, a sample experiment that approximates to consumer behavior
2)	What is an experiment? Fundamental terms and information about experimental designs
3)	The importance of asking questions, questioning the consumer behavior, some more experimental designs that question and approximate to consumer behavior
4)	Your experimental designs-1, Entering variables and data in SPSS
5)	Your experimental designs-2, introduction to the statistical difference tests
6)	Your experimental designs-3, statistical difference tests and their reporting
7)	Your experimental designs-4, statistical difference tests and their reporting
8)	Your experimental designs-5, statistical difference tests and their reporting
9)	Your experimental designs-6, statistical difference tests and their reporting
10)	Your experimental designs-7, statistical difference tests and their reporting
11)	Your experimental designs-8, statistical difference tests and their reporting
12)	Your experimental designs-9, statistical difference tests and their reporting
13)	Your experimental designs-10, statistical difference tests and their reporting
14)	Reviewing the semester, directions for the final exam

Sources

Course Notes / Textbooks:

Ders Notları / Kitaplar:

•Dougles C. Montgomery, Design and Analysis of Experiments, International Student Version (tercihen: 9th Edition, Wiley, 2017)

Diğer Kaynaklar:

•Barbara G. Tabachnick, Linda S. Fidell, Using Multivariate Statistics, Pearson International Edition, Fifth Edition.

•Andy Field, Discovering Statistics using IBM SPSS Statistics

•Julie Pallant, SPSS Survival Manual: A Step by Step Guide to Data Analysis Using IBM Spss, 5 spi Edition, 2013."

References:

Course Notes / Textbooks:

•Dougles C. Montgomery, Design and Analysis of Experiments, International Student Version (Preferably: 9th Edition, Wiley, 2017)

References:

•Barbara G. Tabachnick, Linda S. Fidell, Using Multivariate Statistics, Pearson International Edition, Fifth Edition.

•Andy Field, Discovering Statistics using IBM SPSS Statistics

•Julie Pallant, SPSS Survival Manual: A Step by Step Guide to Data Analysis Using IBM Spss, 5 spi Edition, 2013.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Application	10	% 60
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	4	56
Application	10	4	40
Study Hours Out of Class	14	2	28
Final	1	2	2
Total Workload			126

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.	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.	1
4)	To be able to analyze primary and secondary research data for a variety of products and services.	5
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.	1
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.	1
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.	1
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.	5
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)	5
12)	To be able to identify and meet the demands of learning requirements.	5
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	3