BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| ECONOMICS | |||||
| 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 |
| ADV3633 | Cases in Marketing Communication | Spring | 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: | 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 |
Learning Outcomes
|
The students who have succeeded in this course; There will be several cases during the course prepared from the different subjects. These cases will be selected among the local as well as international brands which can change from one year to another year depending on the popularity of the case and level of the students. Thus, the students will be able to learn the subject from actual cases. |
Course Content
| 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. |
Weekly Detailed Course Contents
| 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) | Review of the topics |
Sources
| Course Notes / Textbooks: | 1. Marketing Communications Engagement, Strategies and Practice Chris Fill Prentice Hall/Financial Tmes 4th Edition 2 Management in Turkey: Cases and Challenges Donald N. Thompson Gazi Kitapevi, Ankara 3, The New Marketing Paradigm. Integrated Marketing Communications Don E. Schultz, Stanley I Tannenbaum, Robert F. Lauterborn 4. Best Practice Cases in Branding Kevin Lane Keller Pearson Prentice Hall |
| References: | Adverting Age Campaign Marketing Türkiye MediaCat |
Evaluation System
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 6 | % 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 | 3 | 42 |
| Study Hours Out of Class | 14 | 5 | 70 |
| Homework Assignments | 6 | 3 | 18 |
| Final | 1 | 3 | 3 |
| Total Workload | 133 | ||
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) | As a world citizen, she is aware of global economic, political, social and ecological developments and trends. | |
| 2) | He/she is equipped to closely follow the technological progress required by global and local dynamics and to continue learning. | |
| 3) | Absorbs basic economic principles and analysis methods and uses them to evaluate daily events. | |
| 4) | Uses quantitative and statistical tools to identify economic problems, analyze them, and share their findings with relevant stakeholders. | |
| 5) | Understands the decision-making stages of economic units under existing constraints and incentives, examines the interactions and possible future effects of these decisions. | |
| 6) | Comprehends new ways of doing business using digital technologies. and new market structures. | |
| 7) | Takes critical approach to economic and social problems and develops analytical solutions. | |
| 8) | Has the necessary mathematical equipment to produce analytical solutions and use quantitative research methods. | |
| 9) | In the works he/she contributes, observes individual and social welfare together and with an ethical perspective. | |
| 10) | Deals with economic problems with an interdisciplinary approach and seeks solutions by making use of different disciplines. | |
| 11) | Generates original and innovative ideas in the works she/he contributes as part of a team. |