BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| 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 | 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; -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 |
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) | Final Exam |
Sources
| 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 |
Evaluation System
| 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 | |
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 prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media | 4 |
| 2) | To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management | 3 |
| 3) | To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising | 4 |
| 4) | To be able to follow and interpret innovations in the field of advertising | 3 |
| 5) | To demonstrate a scientific perspective in line with the topics they are curious about in the field. | 3 |
| 6) | To address and solve the needs and problems of the field through the developed scientific perspective | 3 |
| 7) | To recognize and understand all the dynamics within the field of advertising | 3 |
| 8) | To analyze and develop solutions to problems encountered in the practical field of advertising | 5 |