HRE201 Marketing CommunicationsIstanbul Okan UniversityDegree Programs Automotive Engineering (English)General Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Automotive Engineering (English)
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

General course introduction information

Course Code: HRE201
Course Name: Marketing Communications
Course Semester: Spring
Course Credits:
Theoretical Practical Credit ECTS
3 0 3 6
Language of instruction: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: University Elective
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery: Face to face
Course Coordinator : Assoc. Prof. ZEYNEP GENEL
Course Lecturer(s): Assoc. Prof. NEZAHAT HANZADE URALMAN
Assoc. Prof. ZEYNEP GENEL
Course Assistants:

Course Objective and Content

Course Objectives: The purpose of this course is to develop understanding on the history of marketing concept, the transformation of marketing strategies and implications, and new concepts and practices of marketing communication emerged with the new media channels.
Course Content: Examining different approaches to marketing mix; Explanation of marketing's relation with technology; Discussion of the final project; Explanation of database marketing; Identification of the ways in which businesses useful the Internet; Definition of social media marketing; Examining the factors that should be considered in the planning of marketing studies on social media; Explain the benefits of the use of databases and data for marketing purposes to businesses; Identification of blog application and blog types; Definition of microblog; Identification of media sharing sites in terms of brand awareness; Definition of mobile marketing concept; Explaining new marketing schemes enabled by mobile technologies; Explanation of social marketing; Identification of green marketing; Definition of guerrilla marketing; Identification of interactive marketing; Definition from mouth to mouth marketing concept;

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) The course gives a theoretical perspective of the term " marketing and the historical development of marketing in a chronological scope to students. Rossiter and Percy grid strategic communication approaches are given during the lessons. Within these aims, and an analyze project is applied for the final period.
2 - Skills
Cognitive - Practical
1) To apply in the final with a lesson project.
3 - Competences
Competence to Work Independently and Take Responsibility
Field Specific Competence
Learning Competence
1) Organization of workshops that generates discussions on course topics among teacher and students. Analyzing the examples .
Communication and Social Competence

Lesson Plan

Week Subject Related Preparation
1) • Below the course content. • Explains the concept of marketing and its components. • Explain consumer-centered marketing mix approaches. • Explains the understanding of production, product and sales in marketing. • Opens an integrated marketing approach. The course content and the review of the book
2) • Lists information technologies used in the development of marketing. • Explains the changes created by information technologies in the development of marketing. • Explains new marketing approaches emerging with information technologies. • Defines new applications emerging with information technologies. • Compares modern marketing and traditional marketing. Initiation of final project work Reading related lecture notes
3) • Describes the effects of developments in information technologies on marketing. • Describes and plans marketing methods on the internet. • Evaluates the effective use of databases in marketing. • Explains the ways of developing databases based strategy in marketing. • Explain the importance of using databases in terms of competition. Initiation of final project work Reading related lecture notes
4) • Explains the contributions of the internet environment for effective brand communication. • Explains and compares marketing with web 1.0 size and web 2.0 size. • Evaluates the change in consumer behavior that occurs with Web 2.0. • Defines the tools and platforms of the Web 2.0 environment in terms of their features. • Evaluates the tools and platforms of the Web 2.0 environment in terms of affecting consumer behavior. Continuation of final project work Evaluation of samples Reading related lecture notes
5) • Explain social media marketing. • Plans methods in social media marketing. • Develops strategy for social media marketing. • Describes the application methods of emerging methods with social media marketing. • Evaluates social media marketing activities. Continuation of final project work Reading related lecture notes
6) • Describes marketing activities in popular social media tools. • Evaluates marketing activities in social media tools. • Explain how to use social networks in marketing effectively. • Evaluates corporate practices in social networks in terms of their effects on marketing. • Explains planning product oriented and institutional oriented branding studies on social media. Continuation of final project work Reading related lecture notes
7) • MIDTERM • Explain the benefits of using databases and data for marketing purposes to businesses. • Defines the communicative features of social media in terms of marketing. • Evaluates a transformation in marketing methods, with consumers shifting to social networks and less reliance on traditional channels. • Defines the difference of social media marketing from traditional marketing. Continuation of final project work Reading related lecture notes
8) • Explains the place of blogs in marketing communication. • Explains blog types. • Explains the main features and benefits of blogs for blog owners. • Explains the ways organizations are communicating with blog owners. • Describes the ways of using corporate blogs for marketing and public relations. Continuation of final project work Reading related lecture notes
9) • Defines the microblog. • Explains the place and function of microblogs in marketing communication. • Describes the benefit of institutions without microblogging. • Analyze the relationship between microblogging and consumer behavior. • Explains how to use microblogs to form a marketing strategy. Continuation of final project work Reading related lecture notes
10) • Explains the marketing purposes of "YouTube" and "Flickr" media sharing sites. • Explains the purpose and methods of using podcasts in marketing. • Explain the marketing methods of podcasts. • Explains podcast usage ways in B2B communication. • Explains the various uses of podcasts. Continuation of final project work Reading related lecture notes
11) • Explains the concept of mobile marketing. • Explain mobile marketing strategies. • Describes the development process of mobile marketing in the world. Lists the objectives of mobile marketing. • Describes new marketing fictions born with mobile technologies. Continuation of final project work Writing an essay on the issues raised in the classroom
12) • MIDTERM EXAM 2 • Explains the purpose and methods of using blogs in marketing communication. • Explains the purpose and method of using microblogs in marketing communication. • Explains the purpose and method of use of media sharing sites in marketing communication. • Evaluates mobile marketing strategies. Investigate case studies with related topics to discuss the class.
13) • Defines the concept of social marketing. • Defines green marketing. • Explains communication practices for green marketing. • Defines guerrilla marketing. • Explains the communication methods used in guerrilla marketing. Evaluation of samples. Classroom discussion.
14) • Explain the concept of interactive marketing. • Describes the applications within the scope of interactive marketing. • Explain the concept of word of mouth marketing. • Explains word of mouth marketing practices. • Compares current marketing trends. Evaluation of samples. Classroom discussion.
15) • Final Project. • Final Presentation. • Describes the communication practices carried out under various marketing trends. • Evaluates the effects of communication practices carried out under various marketing trends. • Compares marketing trends. Student presentations Examination and evaluation of samples Classroom discussion.
16) End of semester End of semester

Sources

Course Notes / Textbooks: Yeni Pazarlama Trendleri 2010 Mediacat Yayıncılık
References: Marka Mitolojisi: Ağızdan Ağıza Reklam, Yeni Pazarlama Trendleri A. Baysal 2010 I MediaCat Yayınları

Course-Program Learning Outcome Relationship

Learning Outcomes

1

2

3

Program Outcomes
1) Sufficient knowledge in mathematics, science and engineering related to their branches; and the ability to apply theoretical and practical knowledge in these areas to model and solve engineering problems.
2) The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose.
3) The ability to design a complex system, process, device or product under realistic constraints and conditions to meet specific requirements; the ability to apply modern design methods for this purpose. (Realistic constraints and conditions include such issues as economy, environmental issues, sustainability, manufacturability, ethics, health, safety, social and political issues, according to the nature of design.)
4) Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively.
5) Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics.
6) The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill.
7) Effective communication skills in Turkish oral and written communication; at least one foreign language knowledge; ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions.
8) Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal.
9) Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications.
10) Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development.
11) Information about the universal and social health, environmental and safety effects of engineering applications and the ways in which contemporary problems are reflected in the engineering field; awareness of the legal consequences of engineering solutions.
12) Knowledge on advanced calculus, including differential equations applicable to automotive engineering; familiarity with statistics and linear algebra; knowledge on chemistry, calculus-based physics, dynamics, structural mechanics, structure and properties of materials, fluid dynamics, heat transfer, manufacturing processes, electronics and control, design of vehicle elements, vehicle dynamics, vehicle power train systems, automotive related regulations and vehicle validation/verification tests; ability to integrate and apply this knowledge to solve multidisciplinary automotive problems; ability to apply theoretical, experimental and simulation methods and, computer aided design techniques in the field of automotive engineering; ability to work in the field of vehicle design and manufacturing.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Sufficient knowledge in mathematics, science and engineering related to their branches; and the ability to apply theoretical and practical knowledge in these areas to model and solve engineering problems.
2) The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose.
3) The ability to design a complex system, process, device or product under realistic constraints and conditions to meet specific requirements; the ability to apply modern design methods for this purpose. (Realistic constraints and conditions include such issues as economy, environmental issues, sustainability, manufacturability, ethics, health, safety, social and political issues, according to the nature of design.)
4) Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively.
5) Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics.
6) The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill.
7) Effective communication skills in Turkish oral and written communication; at least one foreign language knowledge; ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions.
8) Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal.
9) Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications.
10) Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development.
11) Information about the universal and social health, environmental and safety effects of engineering applications and the ways in which contemporary problems are reflected in the engineering field; awareness of the legal consequences of engineering solutions.
12) Knowledge on advanced calculus, including differential equations applicable to automotive engineering; familiarity with statistics and linear algebra; knowledge on chemistry, calculus-based physics, dynamics, structural mechanics, structure and properties of materials, fluid dynamics, heat transfer, manufacturing processes, electronics and control, design of vehicle elements, vehicle dynamics, vehicle power train systems, automotive related regulations and vehicle validation/verification tests; ability to integrate and apply this knowledge to solve multidisciplinary automotive problems; ability to apply theoretical, experimental and simulation methods and, computer aided design techniques in the field of automotive engineering; ability to work in the field of vehicle design and manufacturing.

Learning Activity and Teaching Methods

Expression
Individual study and homework
Lesson
Reading
Homework

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Presentation
Case study presentation

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Application 1 % 0
Presentation 1 % 10
Midterms 1 % 30
Final 1 % 50
Paper Submission 1 % 10
total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
total % 100

Workload and ECTS Credit Grading

Activities Number of Activities Duration (Hours) Workload
Course Hours 1 50 50
Field Work 1 10 10
Presentations / Seminar 1 1 1
Project 1 50 50
Homework Assignments 1 50 50
Quizzes 1 10 10
Midterms 1 1 1
Paper Submission 1 30 30
Final 1 1 1
Total Workload 203