BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| ECONOMICS AND FINANCE | |||||
| 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) | Build up a body of knowledge in mathematics and statistics, to use them, to understand how the mechanism of economy –both at micro and macro levels – works. | 3 |
| 2) | Understand the common as well as distinctive characters of the markets, industries, market regulations and policies. | 2 |
| 3) | Develop an awareness of different approaches to the economic events and why and how those approaches have been formed through the Economic History and understand the differences among those approaches by noticing at what extent they could explain the economic events. | 1 |
| 4) | Analyze the interventions of politics to the economics and vice versa. | 3 |
| 5) | Apply the economic analysis to everyday economic problems and evaluate the policy proposals for those problems by comparing opposite approaches. | 2 |
| 6) | Understand current and new economic events and how the new approaches to the economics are formed and evaluating. | 2 |
| 7) | Develop the communicative skills in order to explain the specific economic issues/events written, spoken and graphical form. | 3 |
| 8) | Know how to formulate the economics problems and issues and define the solutions in a well-formed written form, which includes the hypothesis, literature, methodology and results / empirical evidence. | 2 |
| 9) | Demonstrate the quantitative and qualitative capabilities and provide evidence for the hypotheses and economic arguments. | 2 |
| 10) | Understand the information and changes related to the economy by using a foreign language and communicate with colleagues. | 3 |