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
ADV3633	Cases in Marketing Communication	Fall 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:	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)	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.	5
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.	3
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.	5
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)	5
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.	3
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.	3
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.	4
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.	4
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)	1
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.	4