CASE STUDIES IN MARKETING COMMUNICATION

Course Description

This course aims to strengthen the students’ understanding of concepts and tools for marketing communication processes by examining a variety of real-world marketing communication cases. The course is designed to provide students opportunity to examine and evaluate different cases. They are required to do readings and research on each case and be prepared to come to class to discuss and reflect on the case drawing on their background knowledge. The course aims to help students understand how marketing communication tools help build brand value and be able to assess the role of marketing communications in the world of advertising, promotions and public relations.

CASE STUDIES IN MARKETING COMMUNICATION

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 to strengthen the students’ understanding of concepts and tools for marketing communication processes by examining a variety of real-world marketing communication cases.
2. 02 to provide students opportunity to examine and evaluate different cases.
3. 03 to discuss case studies, analyze, offer different solutions and rejuvenate within cultural context.
4. 04 to help students understand how marketing communication tools help build brand value
5. 05 to be able to assess the role of marketing communications in the world of advertising, promotions and public relations.

Course Syllabus

Reference Books & Course Materials

1. 01 Advertising And Promotion: An Integrated Marketing Communications Perspective. George E. Belch & Michael A. Belch-Both of San Diego State University. Copyright © 2021 By Mcgraw-Hill Education
2. 02 Integrated Advertising, Promotion, and Marketing Communications, Fourth Edition, by Kenneth E. Clow and Donald Baack. Published by Prentice Hall. (2010)

Learning Outcomes

1. L01 to strengthen the students’ understanding of concepts and tools for marketing communication processes by examining a variety of real-world marketing communication cases.
2. L02 to provide students opportunity to examine and evaluate different cases.
3. L03 to discuss case studies, analyze, offer different solutions and rejuvenate within cultural context.
4. L04 to help students understand how marketing communication tools help build brand value
5. L05 to be able to assess the role of marketing communications in the world of advertising, promotions and public relations.

Program Outcomes

1. P01 Should have sufficient knowledge in mathematics, science, and subjects specific to the relevant engineering discipline.
2. P02 Should have the ability to use theoretical and applied knowledge in mathematics, science, and related engineering disciplines in complex engineering problems.
3. P03 Should have the ability to detect, define, formulate, and solve complex engineering problems.
4. P04 Should have the ability to select and apply appropriate analysis and modeling methods to solve complex engineering problems.
5. P05 Should have the ability to design a complex system, process, device, or product to meet specific requirements under realistic constraints and conditions.
6. P06 Should have the ability to apply modern design methods.
7. P07 Should have the ability to develop, select, and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in engineering applications.
8. P08 Should have the ability to use information technologies effectively.
9. P09 Should have the ability to design experiments, for the study of complex problems or discipline-specific research topics.
10. P10 Should have the ability to conduct experiments, collect data, analyze and interpret results for the study of complex problems or discipline-specific research topics.
11. P11 Should have the ability to work in intradisciplinary teams.
12. P12 Should have the ability to work in interdisciplinary teams.
13. P13 Should have the skills to work individually.
14. P14 Should have the ability to communicate effectively verbally and in writing.
15. P15 Should have the knowledge of at least one foreign language.
16. P16 Should be able to write effective reports, understand written reports, and prepare design and production reports.
17. P17 Should have the ability to make effective presentations.
18. P18 Should have the ability to give and have clear and understandable instructions.
19. P19 Should gain consciousness (awareness) about the necessity of lifelong learning.
20. P20 Should have the ability to access information.
21. P21 Should have the ability to follow developments in science and technology and constantly renew himself/herself.
22. P22 Should gain the awareness of professional and ethical responsibility and should act in accordance with ethical principles.
23. P23 Should gain knowledge about the standards used in engineering applications.
24. P24 Should gain knowledge about project management, risk management, and change management practices in business life.
25. P25 Should gain awareness about entrepreneurship, and innovation.
26. P26 Should gain knowledge about development in sustainability.
27. P27 Should gain knowledge about the effects of engineering practices on health, environment, and security at universal and social dimensions and the problems of the age reflected in the field of engineering.
28. P28 Awareness should be gained about the legal consequences of engineering solutions.

Po-Lo Matrix