Students should be well-educated and knowledgeable about measuring the effectiveness of advertising after taking this course at university.
Prerequisite(s)
None.
Corequisite(s)
None.
Special Requisite(s)
None.
Instructor(s)
Course Assistant(s)
Schedule
The course is not offered this semester.
Office Hour(s)
The course is not offered this semester.
Teaching Methods and Techniques
Explaining various Marketing research concepts by using visual examples (presentations via PC), Working on case studies and most importantly practicing during class time.
The concept of “Basic Marketing Research” and its role on Marketing.
Oral presentation
3. Week
Marketing Research techniques
Oral presentation
4. Week
Advertising and Marketing Research
Oral presentation
5. Week
The measurement and evaluation techniques according to the type of advertising (TV, magazines, outdoor, etc.)
Oral presentation
6. Week
Details of qualitative research and its role in measurement and evaluation of advertising.
Oral presentation
7. Week
Midterm Exam
Midterm Exam
8. Week
Details of quantitative research and its role in measurement and evaluation of advertising.
Oral presentation
9. Week
New Marketing Research methods and their role in measurement and evaluation of advertising.
Oral presentation
10. Week
Examples from Marketing research studies (case studies).
Oral presentation, Application
11. Week
Examples from Marketing research studies (case studies).
Oral presentation, Application
12. Week
Conducting a marketing research study in the class (practice) and detailed discussion.
Oral presentation, Application
13. Week
The common scope of “marketing” and “market research” concepts, and the importance of marketing research for successful advertising.
Oral presentation
14. Week
Summary of the all the lectures and key take-home messages.
Oral presentation
15. Week
Assessment
Assessment
16. Week
Assessment
Assessment
17. Week
Assessment
Assessment
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
15
Homework / Term Projects / Presentations
1
15
Attendance
14
25
classwork
1
5
Final Exam
1
40
Program Outcomes
PO-1
Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector.
PO-2
To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field.
PO-3
By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements.
PO-4
They will observe the technological, cultural and social improvements and will be able to practice these changes in the field.
PO-5
They will be able to analysis the subjects they read, perceived and understand.
PO-6
Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works.
PO-7
By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies.
PO-8
By improving their skills on management and leadership they will be able organize their time and sources effectively.
PO-9
They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy.
PO-10
Students will generate communication strategy in certain subjects and realize every related works.
PO-11
They will work creatively, freely and flexibly in their personal lines.
PO-12
Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways.
PO-13
During a relation with target group in a work they will be promoters who are encouraging the team work.
PO-14
Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time.
PO-15
They will improve solutions to problems in the communication process and able to use their initiatives.
Learning Outcomes
LO-1
Specifying and underlining the importance of Marketing Research.
LO-2
Considering current circumstances at the start of a project .
LO-3
Criticizing, questioning and interpreting the subject of measurement and evaluation of advertising efficacy.
LO-4
Designing any project on measurement and evaluation of advertising efficacy basically.
LO-5
Determining the accuracy of the results and the validity of a Marketing Research study that’s already done.
LO-6
Using the projects, cases and examples learned at class in practice.
