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 Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied knowledge in these areas in complex engineering problems.
2. P02 Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
3. P03 Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way as to meet the desired result; ability to apply modern design methods for this purpose.
4. P04 Ability to devise, select, and use modern techniques and tools needed for analysing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively
5. P05 Ability to design and conduct experiments, gather data, analyse and interpret results for investigating complex engineering problems or discipline specific research questions.
6. P06 Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7. P07 Ability to communicate effectively in Turkish, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
8. P08 Recognition of the need for lifelong learning ; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9. P09 Consciousness to behave according to ethical principles and professional and ethical responsibility; knowledge on standards used in engineering practice.
10. P10 Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about sustainable development.
11. P11 Knowledge about the global and social effects of engineering practices on health, environment, and safety, and contemporary issues of the century reflected into the field of engineering; awareness of the legal consequences of engineering solutions.

Po-Lo Matrix