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 Integrate knowledge of interior architecture principles, spatial organization, and visual perception to develop user-centered, functional, aesthetically enriching, and innovative spatial solutions.
2. P02 Analyze and evaluate the relationships among user needs, functional constraints, ergonomics, accessibility, and universal design principles to develop interior architecture solutions across different design scales and contexts.
3. P03 Research, analyze, and relate historical, cultural, and theoretical knowledge to justify design decisions that respect local values while responding to global cultural diversity.
4. P04 Communicate design ideas effectively by integrating visual communication tools, manual and digital representation techniques, and appropriate digital technologies, including artificial intelligence-assisted visualization methods, where appropriate.
5. P05 Evaluate and synthesize appropriate materials, color schemes, lighting, and furniture systems using up-to-date technologies and aesthetic principles to shape experiential atmospheres.
6. P06 Integrate environmental responsibility, occupant health, and ethical principles to develop sustainable, safe, and healthy interior architecture solutions and justify design decisions.
7. P07 Collaborate and coordinate with professionals from architecture, landscape architecture, engineering, and related disciplines by integrating multidisciplinary knowledge to develop comprehensive spatial solutions.
8. P08 Critically evaluate research, contemporary approaches, and artificial intelligence-assisted design and research methods to generate innovative knowledge and design solutions while sustaining lifelong learning and professional development.
9. P09 Justify professional decisions by integrating ethical principles, cultural, societal, and aesthetic responsibilities with the responsible, legal, and ethical use of digital technologies, including artificial intelligence.
10. P10 Plan, manage, and evaluate interior architecture projects by integrating technical systems, user-centered design methods, regulatory requirements, and contemporary digital project management and design technologies.
11. P11 Evaluate and reinterpret existing and historic interiors by integrating conservation principles, adaptive reuse strategies, and digital documentation techniques to support cultural continuity and sustainable heritage conservation.
12. P12 Integrate inclusive and socially responsible design approaches with entrepreneurship, lifelong learning, professional collaboration, and adaptation to technological transformation to contribute to the sustainable advancement of the profession and society.

Po-Lo Matrix