| ADVERTISING | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV3612 | Strategic Branding in Experience Economy | Spring Fall |
3 | 0 | 3 | 5 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Departmental Elective |
| Course Level: | Bachelor |
| Mode of Delivery: | E-Learning |
| Course Coordinator : | Prof. Dr. HASAN KEMAL SUHER |
| Course Lecturer(s): |
Assoc. Prof. HANDE BİLSEL Prof. Dr. HASAN KEMAL SUHER |
| Course Objectives: | Upon completion of the course, students will have , a working knowledge of the fundamental definitions and practices of experiential marketing and branding, to obtain branding skills and strategic perspectives that prepare them for subsequent courses inside the department, be able to analyse marketing cases associated with experiential marketing, recognize applications of sensory marketing and be literate in the language and notation of strategic experiential marketing. |
|
The students who have succeeded in this course; 1) be able to recognize the dynamics of behavioural economics within the framework of experiential marketing 2) be able to evaluate experiential marketing cases by using the definitions and concepts of this field 3) be able to analyse experiential marketing objectives and problematics 4) be able to solve the problems concerning experiential and sensory marketing requirements of related briefs 5) be able to explain and apply the concepts pertaining to behavioral economics concerning experiential branding 6) be able to evaluate limits and applications of experiential marketing in BtoC, BtoB and Cto C markets 8) be able to prepare experiential marketing proposal presentations 9) be able to solve applied experiential marketing problems within a given marketing context 10) be able to integrate experiential marketing strategy into the totality of the IMC system 12) be able to define experiential marketing, sensory branding, experience economy and changing consumer behaviour 13) be able to prepare experiential marketing briefs, reports and presentations |
| Supply demand management, principles of marketing, changing market paradigms, consumer behaviour , customer realtionship management , sensory marketing, experiential marketing, strategic branding through transformational experiences |
| Week | Subject | Related Preparation | |
| 1) | Fundamental Principles of Consumer Behaviour and the Changing Consumer | ||
| 2) | Customer Experience and Marketing Concept and Approaches | ||
| 3) | Basic principles and applications of Sensory Marketing | ||
| 4) | Digital transformation and its impact on consumer culture | ||
| 5) | Brand Culture and Narrative Transfer | ||
| 6) | Customer Experience Plan within the framework of empathy concept | ||
| 7) | Sensory customer touchpoints | ||
| 8) | Phygital"Customer Experience concept analysis | ||
| 9) | Socio-digital experience and applications | ||
| 10) | Customer Experience Research models | ||
| 11) | Projective methods and ethnography | ||
| 12) | Netnography and applications | ||
| 13) | Local and cross-cultural experiential marketing applications and cases | ||
| 14) | Course review and test preparations | ||
| Course Notes: | Jim Joseph, The Experience Effect, AMACOM, 2010, NY Robin Landa, Designing Brand Experiences, Thomson, 2006, NY Joseph Pine & James Gilmore, Deneyim Ekonomisi, Optimist, 2011, İstanbul Kaan Varnalı, Müşteri Deneyimi, MediaCat, 2017, İstanbul |
| References: | Shaz Smilansky, The Experiential Marketing: A Practical Guide to Interactive Brand Experiences, Kogan Page, 2009. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | % 0 | |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | % 0 | |
| Project | % 0 | |
| Seminar | % 0 | |
| Midterms | 2 | % 40 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 60 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Special Course Internship (Work Placement) | 0 | 0 | 0 |
| Field Work | 0 | 0 | 0 |
| Study Hours Out of Class | 13 | 6 | 78 |
| Presentations / Seminar | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Homework Assignments | 0 | 0 | 0 |
| Quizzes | 0 | 0 | 0 |
| Preliminary Jury | 0 | 0 | 0 |
| Midterms | 2 | 3 | 6 |
| Paper Submission | 0 | 0 | 0 |
| Jury | 0 | 0 | 0 |
| Final | 1 | 3 | 3 |
| Total Workload | 129 | ||
| 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 | |
| 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) | To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising | |
| 4) | To be able to follow and interpret innovations in the field of advertising | |
| 5) | To demonstrate a scientific perspective in line with the topics they are curious about in the field. | |
| 6) | To address and solve the needs and problems of the field through the developed scientific perspective | |
| 7) | To recognize and understand all the dynamics within the field of advertising | |
| 8) | To analyze and develop solutions to problems encountered in the practical field of advertising |