Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| CASE STUDIES in MARKETING COMMUNICATION | - | Spring Semester | 1+2 | 2 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Korhan MAVNACIOĞLU |
| Name of Lecturer(s) | Assoc.Prof. Korhan MAVNACIOĞLU |
| Assistant(s) | |
| Aim | Within the scope of the course; It is aimed to gain a perspective on the application of marketing communication, especially the disciplines of public relations and advertising under the roof of marketing communication, as well as the elements of marketing communication in detail and with various examples. |
| Course Content | This course contains; Marketing Concept and Marketing Dynamics,Pazarlama İletişimi Kavramı ve Gelişimi,Integrated Marketing Communications,Integrated Marketing Communications: Strategy and Objectives,Elements of Integrated Marketing Communication: Public Relations,Elements of Integrated Marketing Communication: Advertising,Elements of Integrated Marketing Communication: Direct Marketing & Personal Selling,Elements of Integrated Marketing Communication: Brand and Brand Management,Elements of Integrated Marketing Communication: Sponsorship,Elements of Integrated Marketing Communication: Sales Promotion,Campaign Examples,Campaign Examples,Campaign Analysis Presentations,Campaign Analysis Presentations & General Evaluation. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Defines the concepts of marketing communication | 13, 16, 9 | E, F |
| Uses the tools in marketing communication effectively | E, F | |
| Plans a communication strategy for a marketing communication campaign | 13, 16, 9 | E, F |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Marketing Concept and Marketing Dynamics | Literature review on the concept of marketing |
| 2 | Pazarlama İletişimi Kavramı ve Gelişimi | Reading articles on the concept of marketing communication |
| 3 | Integrated Marketing Communications | Examination of websites on marketing communication |
| 4 | Integrated Marketing Communications: Strategy and Objectives | Researching the concept of strategy |
| 5 | Elements of Integrated Marketing Communication: Public Relations | Examination of public relations examples |
| 6 | Elements of Integrated Marketing Communication: Advertising | Examination of advertisement examples |
| 7 | Elements of Integrated Marketing Communication: Direct Marketing & Personal Selling | Examination of direct marketing and personal sales examples |
| 8 | Elements of Integrated Marketing Communication: Brand and Brand Management | Investigation of the concept of brand |
| 9 | Elements of Integrated Marketing Communication: Sponsorship | Examination of sponsorship examples |
| 10 | Elements of Integrated Marketing Communication: Sales Promotion | Investigation of the concept of sales promotion |
| 11 | Campaign Examples | Analysing shared campaigns |
| 12 | Campaign Examples | Analysing shared campaigns |
| 13 | Campaign Analysis Presentations | Preparation of campaign analysis presentations |
| 14 | Campaign Analysis Presentations & General Evaluation | Preparation of campaign analysis presentations |
| Resources |
| Marketing Management with Cases, İsmail Kaya, Istanbul University Publications, 2003. Marketing: Principles, Management, Case Studies, Cemal Yükselen, Detay Publishing, 2015. Marketing Mix and Case Studies, Editor: Fikret Yaman, Kriter Publishing House, 2017. Marketing cases in Turkey: challenges and opportunities, Thompson, Donald N., Gazi Kitabevi, 2006. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | X | |||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 14 | Performs the measurement and evaluation of communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | X | |||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 3 | 10 | 30 | |||
| Resolution of Homework Problems and Submission as a Report | 5 | 3 | 15 | |||
| Term Project | 2 | 10 | 20 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 21 | 21 | |||
| General Exam | 1 | 32 | 32 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 160 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(160/30) | 5 | |||||
| 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 |
|---|---|---|---|---|---|
| CASE STUDIES in MARKETING COMMUNICATION | - | Spring Semester | 1+2 | 2 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Korhan MAVNACIOĞLU |
| Name of Lecturer(s) | Assoc.Prof. Korhan MAVNACIOĞLU |
| Assistant(s) | |
| Aim | Within the scope of the course; It is aimed to gain a perspective on the application of marketing communication, especially the disciplines of public relations and advertising under the roof of marketing communication, as well as the elements of marketing communication in detail and with various examples. |
| Course Content | This course contains; Marketing Concept and Marketing Dynamics,Pazarlama İletişimi Kavramı ve Gelişimi,Integrated Marketing Communications,Integrated Marketing Communications: Strategy and Objectives,Elements of Integrated Marketing Communication: Public Relations,Elements of Integrated Marketing Communication: Advertising,Elements of Integrated Marketing Communication: Direct Marketing & Personal Selling,Elements of Integrated Marketing Communication: Brand and Brand Management,Elements of Integrated Marketing Communication: Sponsorship,Elements of Integrated Marketing Communication: Sales Promotion,Campaign Examples,Campaign Examples,Campaign Analysis Presentations,Campaign Analysis Presentations & General Evaluation. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Defines the concepts of marketing communication | 13, 16, 9 | E, F |
| Uses the tools in marketing communication effectively | E, F | |
| Plans a communication strategy for a marketing communication campaign | 13, 16, 9 | E, F |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Marketing Concept and Marketing Dynamics | Literature review on the concept of marketing |
| 2 | Pazarlama İletişimi Kavramı ve Gelişimi | Reading articles on the concept of marketing communication |
| 3 | Integrated Marketing Communications | Examination of websites on marketing communication |
| 4 | Integrated Marketing Communications: Strategy and Objectives | Researching the concept of strategy |
| 5 | Elements of Integrated Marketing Communication: Public Relations | Examination of public relations examples |
| 6 | Elements of Integrated Marketing Communication: Advertising | Examination of advertisement examples |
| 7 | Elements of Integrated Marketing Communication: Direct Marketing & Personal Selling | Examination of direct marketing and personal sales examples |
| 8 | Elements of Integrated Marketing Communication: Brand and Brand Management | Investigation of the concept of brand |
| 9 | Elements of Integrated Marketing Communication: Sponsorship | Examination of sponsorship examples |
| 10 | Elements of Integrated Marketing Communication: Sales Promotion | Investigation of the concept of sales promotion |
| 11 | Campaign Examples | Analysing shared campaigns |
| 12 | Campaign Examples | Analysing shared campaigns |
| 13 | Campaign Analysis Presentations | Preparation of campaign analysis presentations |
| 14 | Campaign Analysis Presentations & General Evaluation | Preparation of campaign analysis presentations |
| Resources |
| Marketing Management with Cases, İsmail Kaya, Istanbul University Publications, 2003. Marketing: Principles, Management, Case Studies, Cemal Yükselen, Detay Publishing, 2015. Marketing Mix and Case Studies, Editor: Fikret Yaman, Kriter Publishing House, 2017. Marketing cases in Turkey: challenges and opportunities, Thompson, Donald N., Gazi Kitabevi, 2006. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | X | |||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 14 | Performs the measurement and evaluation of communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | X | |||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |