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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
ADV1621	Business Strategy and Economics	Fall	3	0	3	5

Basic information

Language of instruction:	English
Type of course:	Must Course
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 is intended to familiarize the students with the basic ground rules of the business life and economics. Basic emphasis will be given how a company works and how a company reaches its goals. Also it will include how a strategy of a company is formed, how a company is positioned in its environment and how the demand is analyzed. This course will contribute students to evaluate basic market structures, supply and demand, production process, input markets, decisions about market power, and market failure in capitalist economies. It is also aimed to establish a basic level of economics knowledge to understand the basic tools of micro and macroeconomic analysis and the behavior of households, firms and government by applying them.

Learning Outcomes

The students who have succeeded in this course;
At the end of this course you will be able to:
1. To analyze customers, markets, competitors, environment, and internal
2. To create advantage
3. To develop value propositions
4. To grow the business
5. To create strategy in tough times
6. Using internet to engage customers
7. To familiarize with the basic economic concepts

Course Content

This course includes topics of supply and demand analysis, customer, competitor and market analysis and related business strategies.

The teaching methods to be used are as follows;
Lecture: Explaining course topics to students.
Reading: Students reading course materials.
Case Study: Students analyze case studies related to business and economic behavior.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction
2)	Basic economy
3)	Basic economy 2
4)	Customer analysis
5)	Competitive analysis
6)	Market and submarket analysis
7)	Environmental Analysis and Strategic Uncertainty
8)	Midterm
9)	Creating Advantage and Synergy
10)	Alternative Value Propositions
11)	Building and Managing Brand Equity
12)	Energizing the Business Leveraging the Business Creating New Business
13)	Global Strategies Setting Priorities for Business and Brands
14)	Review

Sources

Course Notes / Textbooks:
References:	1. Strategic Market Management, Global Perspectives David Aaker, Damien McLoughlin John Wiley & Sons

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Homework Assignments	1	% 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	13	3	39
Study Hours Out of Class	13	5	65
Project	2	8	16
Midterms	1	4	4
Final	1	4	4
Total Workload			128

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	5
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	3
4)	To be able to follow and interpret innovations in the field of advertising	2
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	2
6)	To address and solve the needs and problems of the field through the developed scientific perspective	2
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	3