MARKETING RESEARCH IN ADVERTISING

Course Description

This course introduces the students to the principles and practices of marketing research methods. The students will learn that good marketing decisions require solid marketing research and will better understand the role of marketing research in developing marketing strategy. The course will cover both quantitative and qualitative research methods and will also provide opportunity for practical hands-on work. As the final project the students will be asked to design a research project, collect data, analyse their data, submit a report of their findings. They will also present their work to the class where each project will be evaluated by peers and the lecturer.

MARKETING RESEARCH IN ADVERTISING

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Define(2) marketing, marketing research and marketing strategy,
2. 02 Design(4) a marketing research and explain(4) needs of each step in the marketing research process.
3. 03 Compare(4) advantages and disadvantages of secondary data,
4. 04 Identify(2) several methods of research in practice, compare(4) descriptive, explanatory and causal research alternatives, note(2) some research objectives and hypothesis.
5. 05 Evaluate(5) relevant secondary data

Course Syllabus

Reference Books & Course Materials

1. 01 Burns, A.C., Veeck, A. and Bush,Ronald F.(2017). Marketing Research. Pearson Education Limited.

Learning Outcomes

1. L01 Define(2) marketing, marketing research and marketing strategy, SOLO 2
2. L02 Design(4) a marketing research and explain(4) needs of each step in the marketing research process. SOLO 4
3. L03 Compare(4) advantages and disadvantages of secondary data SOLO 4
4. L04 Identify(2) several methods of research in practice, compare(4) descriptive, explanatory and causal research alternatives, note(2) some research objectives and hypothesis SOLO 2.6
5. L05 Evaluate(5) relevant secondary data SOLO 5

Program Outcomes

1. P01 Students know the stages of production of radio, television and cinema productions, have the ability and competence to plan and implement work in the stages of production.
2. P02 Students know the basic working principles and operations of audiovisual production tools, have the ability to effectively use these tools in the production process of radio, television and cinema productions.
3. P03 Students have knowledge about theories in the field of radio, television and cinema.
4. P04 Students know the historical development process of radio, television and cinema in the world and in Turkey.
5. P05 Students know the legislation governing the field of radio, television and cinema, national and international professional organizations and ethical principles.
6. P06 Students know the types of programs in radio and television broadcasting.
7. P07 Students know the genres and trends of Cinema.
8. P08 Students know the methods of analyzing and evaluating messages in audio and visual environments.
9. P09 Students prepare, design and implement project proposals for radio, television and cinema projects suitable for different broadcasting environments.
10. P10 Students know the techniques of writing scripts, have the ability to write scripts and prepare a shooting script.
11. P11 Students have the ability to make sound and image editing, apply it in the fields of digital sound design, image design and visual effects use in field-specific content production.
12. P12 Students have the ability to consider, analyze and evaluate the social, economic, political, cultural, etc. effects of media content in written, audio and visual environments from a critical point of view.
13. P13 Students have the competence to design and produce programs and/or make films in the field of radio, television and cinema.
14. P14 Students are proficient in the basic principles of Image aesthetics, visual design, cinematographic language/expression and composition.
15. P15 Students have knowledge about Radio and Television management.
16. P16 Students know the standards in field-specific products.
17. P17 Students are proficient in collaborating for joint work and production in the field of radio, television and cinema.

Po-Lo Matrix