While examining the marketing communication process, its relationship with marketing goals and strategies, and the decision process in the marketing communication mix, it is aimed to gain information about persuading customers with marketing communication programs. To learn the marketing strategies that institutions take with different approaches depending on the developing technology and increasing competition day by day and to ensure that they are reinforced with examples.
Prerequisite(s)
-
Corequisite(s)
-
Special Requisite(s)
-
Instructor(s)
Assist. Prof. Dr. Özge Özkök Şişman
Course Assistant(s)
Schedule
-Tuesday-09.00-10.45. Ataköy Campus, Faculty of Art and Design. AK1C15
Office Hour(s)
-Thursday-10:00-11:00. Ataköy Campus, Faculty of Arts and Design, AK1D13
Teaching Methods and Techniques
- Lectures, Case Studies, Classroom discussion
Principle Sources
- Varinli, İ. (2012). Pazarlamada Yeni Yaklaşımlar. Detay Yayıncılık.
- Postmodern Pazarlamayı Anlamak: Değişimler, Yönelimler, Esintiler (2019), Yavuz Odabaşı. The Kitap Yayınları
- Dijital Pazarlama (2014), Damian Ryan (Çev. M. M. Kemaloğlu). Türkiye İş Bankası Yayınları.
Other Sources
Current articles
Kotler, P. (2016). Pazarlama 4.0. Optimist Yayınları.
Kingsnorth, S. (2022), Dijital Pazarlama Stratejisi. Nobel Yayınları.
Course Schedules
Week
Contents
Learning Methods
1. Week
Pazarlama ve Pazarlama Süreçlerinin Tanımlanması
Verbal lecture, visual presentation
2. Week
Explaining Market and Consumer Value
Verbal lecture, visual presentation
3. Week
Value Based Strategy and Marketing Mix Design
Verbal lecture, visual presentation
4. Week
Creating Competitive Advantage
Verbal lecture, visual presentation
5. Week
Marketing Metrics
Verbal lecture, visual presentation
6. Week
Market Research and Marketing Environment
Verbal lecture, visual presentation
7. Week
Consumer Segmentation and Targeting
Verbal lecture, visual presentation
8. Week
Midterm Exam
Midterm Exam
9. Week
Digital marketing
Verbal lecture, visual presentation
10. Week
Advertising in Digital Marketing Communication
Verbal lecture, visual presentation
11. Week
Ethics and Social Responsibility
Verbal lecture, visual presentation
12. Week
Influencer and Green Marketing
Verbal lecture, visual presentation
13. Week
Interactive and Experiential Marketing
Verbal lecture, visual presentation
14. Week
Fusion and Phyigital Marketing
Verbal lecture, visual presentation
15. Week
Marketing Plan Development and Implementation
Verbal lecture, visual presentation
16. Week
Marketing Plan Development and Implementation
Verbal lecture, visual presentation
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
The students will be able to define all kinds of concepts related to communication, new media, art and culture (New media and communication)
PO-2
The students will be able to understand the historical developments of communication and new media issues, as cultural, social, and technological change depending on the areas of related changes. They will be able to evaluate the results.
PO-3
The students will be able to follow technological, cultural, and social changes and apply them to their fields
PO-4
The students will be able to analyze and evaluate the new media and communication issues and criticize them by interpreting their understanding.
PO-5
The students will be able to produce scientific content by researching and analyzing theoretical and conceptual issues related to new media and communication fields with a scientific approach
PO-6
The students will be able to manage time and resources effectively by improving content production and management skills on digital platforms.
PO-7
The students will be able to develop detailed and necessary knowledge in specific areas of expertise such as internet journalism, digital marketing, digital advertising, new media programming, and public relations in social media.
PO-8
The students can produce original works in various fields, such as digital animation, digital photography, interactive media design, digital game design, and application design.
PO-9
The students will be able to understand artistic works by following current and digital works of art.
PO-10
The students will be able to create strategies for institutions in social media platforms and put them into practice.
PO-11
The students will be able to put their creative ideas into practice in digital platforms and produce multimedia projects.
PO-12
The students will be able to use the necessary tools and equipments in their profession in the right place and at the right time, and relate the theoretical knowledge they have acquired to the sector practices.
PO-13
The students will be able to produce by working in a disciplined, planned and creative manner.
PO-14
The students will be able to produce projects in various competitions, exhibitions, panels, biennials and seminars etc. in national and international areas.
PO-15
The students will be able to provide solutions to the problems encountered in the communication process and will be able to use the initiative related to the topic.
Learning Outcomes
LO-1
Will be able to learn the concept of marketing in detail.
LO-2
Will be able to understand current marketing approaches
LO-3
Will be able to develop appropriate marketing strategy for the target
audience.
LO-4
Will be able to develop appropriate marketing strategy for the product in
digital environment.
LO-5
Applying current marketing approaches in new media.
