DIFFUSION OF INNOVATIONS AND COMMUNICATION

Course Description

This course aims to help students expand beyond the proven communication theories, methods and models of the past by recognizing their shortcomings and limitations, and broaden their conceptual frameworks regarding the diffusion of innovations. For this purpose, the theory and related model of diffusion of innovations will be reevaluated through new concepts and theoretical frameworks. Within the context of this course, topics such as elements of diffusion including the concepts of innovation, innovativeness and adopter categories, history of diffusion research, contributions and criticisms of diffusion research, the innovation-decision process, diffusion networks, innovation in organizations will be discussed and the theory and model of diffusion of innovations will be repositioned in a more contemporary framework.

DIFFUSION OF INNOVATIONS AND COMMUNICATION

Evaluation Tools (Active Term)

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Course outcomes

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Course Syllabus

Reference Books & Course Materials

1. 01 Rogers, E. M. (2010). Diffusion of innovations. Simon and Schuster.

Learning Outcomes

No learning outcomes have been defined.

Program Outcomes

1. P01 PO1: Acknowledged that acquired knowledge and continuous learning will be their competitive advantage by learning new methods and skills which they can use both in their lives and workplace, especially in the field of marketing.
2. P02 PO2: Acquired the necessary skills and knowledge which enforced the students to keep developing themselves by working independently.
3. P03 PO3: Applied the marketing research process by using different techniques from different scientific points of view, and interpreted the findings by combining them with advanced theoretical knowledge in marketing field and develop creative strategies.
4. P04 PO4: Applied critical thinking and evaluate and resolve issues and situations from the perspective of ethical behaviour, responsible management and sustainability.
5. P05 PO5: Been able to use technological tools and share the information obtained during the program in a safe and secure way in their professional and private lives.
6. P06 PO6: Gained the ability to study and work collaboratively with colleagues/co-workers in multicultural environments.
7. P07 PO7: Been able to communicate effectively, both verbally and in writing, with people from different cultures inside and outside the company.
8. P08 PO8: Practiced scenarios and case studies in order to apply various marketing theories knowledge and research with the aim to solve real-life problems faced by organizations.
9. P09 PO9: Comprehended ,analyzed the environmental factors affecting organizations and been able to formulate a marketing plan that will meet the organization's objectives based on the theories and knowledge acquired.
10. P10 PO10: Developed awareness about the environment by associating marketing theories with environmental approaches.
11. P11 PO11: Gained social, scientific and ethical values in the stages of data collection, interpretation, dissemination and application in the field of marketing.

Po-Lo Matrix

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