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 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