NEW MEDIA
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:	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)	To be able to critically interpret and discuss the theories, the concepts, the traditions, and the developments in the history of thought which are fundamental for the field of new media, journalism and communication.
2)	To be able to attain written, oral and visual knowledge about technical equipment and software used in the process of news and the content production in new media, and to be able to acquire effective abilities to use them on a professional level.
3)	To be able to get information about the institutional agents and generally about the sector operating in the field of new media, journalism and communication, and to be able to critically evaluate them.
4)	To be able to comprehend the reactions of the readers, the listeners, the audiences and the users to the changing roles of media environments, and to be able to provide and circulate an original contents for them and to predict future trends.
5)	To be able to apprehend the basic theories, the concepts and the thoughts related to neighbouring fields of new media and journalism in a critical manner.
6)	To be able to grasp global and technological changes in the field of communication, and the relations due to with their effects on the local agents.
7)	To be able to develop skills on gathering necessary data by using scientific methods, analyzing and circulating them in order to produce content.
8)	To be able to develop acquired knowledge, skills and competence upon social aims by being legally and ethically responsible for a lifetime, and to be able to use them in order to provide social benefit.
9)	To be able to operate collaborative projects with national/international colleagues in the field of new media, journalism and communication.
10)	To be able to improve skills on creating works in various formats and which are qualified to be published on the prestigious national and international channels.