ADV3633 Cases in Marketing CommunicationBahçeşehir UniversityDegree Programs ELECTRICAL AND ELECTRONICS ENGINEERINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
ELECTRICAL AND ELECTRONICS ENGINEERING
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) Adequate knowledge in mathematics, science and electric-electronic engineering subjects; ability to use theoretical and applied information in these areas to model and solve engineering problems.
2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modeling methods for this purpose.
3) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues, according to the nature of the design.)
4) Ability to devise, select, and use modern techniques and tools needed for electrical-electronic engineering practice; ability to employ information technologies effectively.
5) Ability to design and conduct experiments, gather data, analyze and interpret results for investigating engineering problems.
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to communicate effectively in English and Turkish (if he/she is a Turkish citizen), both orally and in writing.
8) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9) Awareness of professional and ethical responsibility.
10) Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development.
11) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.