Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING STRATEGIES and NEW MEDIA | - | Fall Semester | 3+0 | 3 | 6 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Asst.Prof. Yeşim Esgin |
| Aim | The aim of this course is to introduce students to the basic concepts and principles of marketing and to provide students with an understanding of modern marketing strategies and practices in relation to new media. |
| Course Content | This course contains; Introduction to Marketing Strategies,Integrated Marketing Components,Influence, Targeted Audience, Storytelling,Brief,Debrief,Agency Functions,Brand Decisions & Value Propositions,New Media & Marketing,New Consumer Behaviors,Digital Communication Strategies,Persuasion Strategies in Digital Platforms,MPR 2.0 and Use Cases,Marketing Communication Campaign Planning I,Marketing Communication Campaign Planning II,Retail Marketing and Marketing Tech,In-class Prep for Final Team Project Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Comprehend the role of marketing in modern society and businesses. | ||
| Develop strategies based on marketing mix (4Ps). | ||
| Comprehend the importance of new media within the context of marketing | ||
| Integrate marketing mix to create a comprehensive plan. |
| Teaching Methods: | |
| Assessment Methods: |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Marketing Strategies | |
| 2 | Integrated Marketing Components | |
| 3 | Influence, Targeted Audience, Storytelling | |
| 4 | Brief,Debrief,Agency Functions | |
| 5 | Brand Decisions & Value Propositions | |
| 6 | New Media & Marketing | |
| 7 | New Consumer Behaviors | |
| 8 | Digital Communication Strategies | |
| 9 | Persuasion Strategies in Digital Platforms | |
| 10 | MPR 2.0 and Use Cases | |
| 11 | Marketing Communication Campaign Planning I | |
| 12 | Marketing Communication Campaign Planning II | |
| 13 | Retail Marketing and Marketing Tech | |
| 14 | In-class Prep for Final Team Project Presentations |
| Resources |
| Perreault, W., Cannon, J. McCarthy, E.J. (2013). Pazarlamanın Temelleri. Nobel Yayınevi. Kotler, K. Armstrong, G. (2018). Principles of Marketing. Pearson. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Has advanced theoretical and practical knowledge in the fields of media history, news writing techniques, news types, applied journalism. | ||||||
| 2 | Knows the process of content production according to the characteristics of different communication environments. | X | |||||
| 3 | To have knowledge about theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | Aware of the impact of media on people and society's thoughts, behaviors and values. | X | |||||
| 5 | Use theoretical and practical knowledge specific to the field. | ||||||
| 6 | Develop critical thinking, analysis and synthesis skills. | ||||||
| 7 | Follows and uses new methods and technologies in the field. | X | |||||
| 8 | Develops the ability to produce an original media content with the knowledge acquired. | X | |||||
| 9 | Evaluates the visual and audio data and literary texts critically. | X | |||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; comments and suggestions for solutions. | X | |||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the content production process. | ||||||
| 12 | Takes responsibility in individual or group works related to the field and fulfills the task taken or executes independently. | ||||||
| 13 | Plans and manages activities for professional development as an individual and a team member. | ||||||
| 14 | Monitors at least one foreign language at the level of European Language Portfolio B2 General Level. | ||||||
| 15 | Transfers written solutions orally and verbally. | ||||||
| 16 | Evaluates his / her ideas and solutions for problems related to his / her field with his / her stakeholders by supporting them with quantitative and qualitative data. | ||||||
| 17 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 18 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 19 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 3 | 25 | 75 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 3 | 10 | 30 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 20 | 20 | |||
| General Exam | 1 | 20 | 20 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 187 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(187/30) | 6 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING STRATEGIES and NEW MEDIA | - | Fall Semester | 3+0 | 3 | 6 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Asst.Prof. Yeşim Esgin |
| Aim | The aim of this course is to introduce students to the basic concepts and principles of marketing and to provide students with an understanding of modern marketing strategies and practices in relation to new media. |
| Course Content | This course contains; Introduction to Marketing Strategies,Integrated Marketing Components,Influence, Targeted Audience, Storytelling,Brief,Debrief,Agency Functions,Brand Decisions & Value Propositions,New Media & Marketing,New Consumer Behaviors,Digital Communication Strategies,Persuasion Strategies in Digital Platforms,MPR 2.0 and Use Cases,Marketing Communication Campaign Planning I,Marketing Communication Campaign Planning II,Retail Marketing and Marketing Tech,In-class Prep for Final Team Project Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Comprehend the role of marketing in modern society and businesses. | ||
| Develop strategies based on marketing mix (4Ps). | ||
| Comprehend the importance of new media within the context of marketing | ||
| Integrate marketing mix to create a comprehensive plan. |
| Teaching Methods: | |
| Assessment Methods: |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Marketing Strategies | |
| 2 | Integrated Marketing Components | |
| 3 | Influence, Targeted Audience, Storytelling | |
| 4 | Brief,Debrief,Agency Functions | |
| 5 | Brand Decisions & Value Propositions | |
| 6 | New Media & Marketing | |
| 7 | New Consumer Behaviors | |
| 8 | Digital Communication Strategies | |
| 9 | Persuasion Strategies in Digital Platforms | |
| 10 | MPR 2.0 and Use Cases | |
| 11 | Marketing Communication Campaign Planning I | |
| 12 | Marketing Communication Campaign Planning II | |
| 13 | Retail Marketing and Marketing Tech | |
| 14 | In-class Prep for Final Team Project Presentations |
| Resources |
| Perreault, W., Cannon, J. McCarthy, E.J. (2013). Pazarlamanın Temelleri. Nobel Yayınevi. Kotler, K. Armstrong, G. (2018). Principles of Marketing. Pearson. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Has advanced theoretical and practical knowledge in the fields of media history, news writing techniques, news types, applied journalism. | ||||||
| 2 | Knows the process of content production according to the characteristics of different communication environments. | X | |||||
| 3 | To have knowledge about theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | Aware of the impact of media on people and society's thoughts, behaviors and values. | X | |||||
| 5 | Use theoretical and practical knowledge specific to the field. | ||||||
| 6 | Develop critical thinking, analysis and synthesis skills. | ||||||
| 7 | Follows and uses new methods and technologies in the field. | X | |||||
| 8 | Develops the ability to produce an original media content with the knowledge acquired. | X | |||||
| 9 | Evaluates the visual and audio data and literary texts critically. | X | |||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; comments and suggestions for solutions. | X | |||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the content production process. | ||||||
| 12 | Takes responsibility in individual or group works related to the field and fulfills the task taken or executes independently. | ||||||
| 13 | Plans and manages activities for professional development as an individual and a team member. | ||||||
| 14 | Monitors at least one foreign language at the level of European Language Portfolio B2 General Level. | ||||||
| 15 | Transfers written solutions orally and verbally. | ||||||
| 16 | Evaluates his / her ideas and solutions for problems related to his / her field with his / her stakeholders by supporting them with quantitative and qualitative data. | ||||||
| 17 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 18 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 19 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |