| ECONOMICS | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV3633 | Cases in Marketing Communication | Fall | 3 | 0 | 3 | 5 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| 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 : | Instructor HAKKI PINAR KILIÇ |
| Course Lecturer(s): |
Instructor HAKKI PINAR KILIÇ |
| Recommended Optional Program Components: | None |
| Course Objectives: | This course’s aim is to stimulate the students on the ever-expanding world of the marketing communication and familiarize them with the importance of the relationship marketing and integrated communication. Also special emphasis will be given to prepare and analyze business plans, marketing plans, and advertising plans |
|
The students who have succeeded in this course; -To understand the new trends in marketing -Develop competency on interpreting the communication tools -To analyze how the consumers decide -To understand how to develop a brand and sustain it -How to compete with private brands -How and when to use different communication tools -To plan and design media plans for the communication tools -How to evaluate a communication plan |
| Students will be familiarized with the different tools of integrated marketing communications and will learn when and how to apply these tools. Also they will learn to develop strtegies and make plans ny usinh these tools. |
| Week | Subject | Related Preparation |
| 1) | How to Prepare Effective Marketing Plan? | |
| 2) | How SWOT and PEST can help you? | Buying a Wedding Dress in e-Bay (Case) |
| 3) | Positioning in high and low involvement products | |
| 4) | A new concept: Demand Chain | Zara case |
| 5) | How you can understand a consumer? | |
| 6) | A new approach to consumer: Pulse | Exporting Olive Oil (case) |
| 7) | Financial Aspects of Marketing | |
| 8) | Branding | Migros Private Brands |
| 9) | How to write Effective Briefings? | |
| 10) | How to Prepare Effective Business Plan? | Volvo |
| 11) | Pazarlamanın 4 P'si öldü mü? | |
| 12) | How to Prepare Effective Advertising Plan? | Starbucks |
| 13) | How to prepare a communication plan | |
| 14) | Final Exam |
| Course Notes / Textbooks: | |
| References: | 1. Marketing Communications Engagement, Strategies and Practice Chris Fill, Prentice Hall/Financial Times 2. Integrated Advertising, Promotion, and Marketing Communications Kenneth E.Clow & Donald Baack 3. Management in Turkey: Cases and Challenges Donald N. Thompson Gazi Kitapevi, Ankara 4, The New Marketing Paradigm. Integrated Marketing Communications Don E. Schultz, Stanley I Tannenbaum, Robert F. Lauterborn 5. Best Practice Cases in Branding Kevin Lane Keller Pearson Prentice Hall |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Homework Assignments | 6 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 14 | 5 | 70 |
| Homework Assignments | 6 | 3 | 18 |
| Final | 1 | 3 | 3 |
| Total Workload | 133 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | As a world citizen, she is aware of global economic, political, social and ecological developments and trends. | 2 |
| 2) | He/she is equipped to closely follow the technological progress required by global and local dynamics and to continue learning. | 2 |
| 3) | Absorbs basic economic principles and analysis methods and uses them to evaluate daily events. | 2 |
| 4) | Uses quantitative and statistical tools to identify economic problems, analyze them, and share their findings with relevant stakeholders. | 2 |
| 5) | Understands the decision-making stages of economic units under existing constraints and incentives, examines the interactions and possible future effects of these decisions. | 1 |
| 6) | Comprehends new ways of doing business using digital technologies. and new market structures. | 2 |
| 7) | Takes critical approach to economic and social problems and develops analytical solutions. | 1 |
| 8) | Has the necessary mathematical equipment to produce analytical solutions and use quantitative research methods. | 2 |
| 9) | In the works he/she contributes, observes individual and social welfare together and with an ethical perspective. | 2 |
| 10) | Deals with economic problems with an interdisciplinary approach and seeks solutions by making use of different disciplines. | 1 |
| 11) | Generates original and innovative ideas in the works she/he contributes as part of a team. | 2 |