ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
| Public Relations and Advertising | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
General course introduction information
| Course Code: | UTIC308 | ||||||||
| Course Name: | E-Commerce | ||||||||
| Course Semester: | Spring | ||||||||
| Course Credits: |
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| Language of instruction: | TR | ||||||||
| Course Requisites: | |||||||||
| Does the Course Require Work Experience?: | No | ||||||||
| Type of course: | Speciality Elective | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Course Coordinator : | Dr.Öğr.Üyesi AYŞE NUR TOPÇUOĞLU | ||||||||
| Course Lecturer(s): |
Dr.Öğr.Üyesi AYŞE NUR TOPÇUOĞLU |
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| Course Assistants: |
Course Objective and Content
| Course Objectives: | Marketing management; definition of communication with market and e-commerce; segmenting and positioning and understanding buyers characteristics; understanding different media types; corporate identity; sales literature; brand; web site; sales staff; international fairs; product and packaging; parts of digital marketing; online market and customer research; B2B markets; digital marketing; use of social media; developing and managing B2C sales web site; success stories of some B2B and B2C sites; payment methods and rules; producing a business modal book and making a web site. |
| Course Content: | At the end of the course the student will be able to: • Learn fundamentals of marketing communication in the context of international marketing management • Manage different marketing communication tools • Understand changing marketing environment with the support of online and mobile media • Understand the role of e-business in the context of marketing communications • Learn to manage and execute digital media tools • Prepare strategic planning for e-business |
Learning Outcomes
The students who have succeeded in this course;
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Lesson Plan
| Week | Subject | Related Preparation |
| 1) | • Analyze the differences between business and not-for-profit organizations. • Identify and describe the factors of production. • Explain how today’s business workforce and the nature of work itself is changing. • Syllabus. • Describe the marketing communication. • Explain parts of marketing communication. • Describe e-business. • Explain parts of e-business. | Review the Syllabus. Read the chapter 1 and 2. Read the case study at the end of the chapters and be prepared to discuss in class. |
| 2) | • Explain the content of marketing communication mix. • Identify marketing communication plan. • Identify communication theory. • Discuss Final Class Project and Presentation. • Explain marketing communication mix. • Explain marketing communication plan. • Identify SOSTAC. (situation, objectives, strategy, actions, control) • Identify 3Ms.(men, money, minutes/time) • Explain communication theory. • Explain one, two and multi-step communication theories. • Identify adoption model. • Define template to be used for final project (a strategic business plan developed by Republic of Turkey, Small and Medium Enterprises Development Organization-KOSGEB). | Homework: Select a product and a company to present at the final exam. Review the strategic business plan. |
| 3) | • Identify buying behavior. • Explain markets. • Explain market research. • Explain agencies. • Analyze right strategy for buying behavior and market research. • Analyze the target market and their buying behaviour. • Classify the types of buying situation. • Discuss industrial and consumer buyers. • Explain roles at the buying process. • Explain buying process. • Discuss motivation and Maslow’s hierarchy of needs. • Identify market research. • List the types of research. (primary, secondary, quantitative, qualitative) • Explain the market research process. • Identify marketing Intelligence and Information System (MIIS). • Identify agencies. • Analyze agency selection process. | Continue final project. |
| 4) | • Classify media types. • Explain changing communication environment. • Explain the aspects of international marketing communications. • Discuss to manage media types • Discuss to manage international marketing communications. • List the media types. • Describe media vocabulary. • Explain choosing media. • Classify stages of media planning. • Analyze changing communication environment. • Describe PESTLE analysis. • Describe globalization of markets. • Explain global difficulties. • List strategic global options. | Continue research and work on final project. |
| 5) | • Explain the role and importance of corporate identity. • Discuss different applications of corporate identity. • Explain selling and sales management. • Explain the role of advertising. • Define corporate identity. • Define corporate image. • Define corporate identity mix. • Explain selling. • List types of sales people and organization. • Define management of salesforce. • Analyze developing sales skills. • Explain managing an ad campaign. • Discuss the strategy of an ad campaign. | Visit the company. |
| 6) | • EXAM I. • Explain sales promotion. • Explain direct marketing. • Describe publicity and public relations. • Describe sales promotions. • Classify categories of sales promotions. • List factors driving the use of promotions. • Analyze sales promotions objectives. • Explain direct marketing. • Explain database marketing. • Illustrate planning a direct mail campaign.. | Study for the Midterm Exam. |
| 7) | • Identify the role and importance of sponsorship. • Explain how to manage trade fairs/exhibitions. • Explain the role and importance of exhibitions. • Explain the role and importance of packaging in marketing communications. • Illustrate final project preparations. • Explain sponsorship. • Discuss range and types of sponsorship. • List advantages of sponsorship. • Explain how to run a sponsorship program. • Identify how to plan an exhibition. • List exhibition objectives. • Illustrate checklist of exhibitions. • Identify measurable criteria. • Explain the importance of packaging. • List the functions of a pack. • Explain communication functions of packaging. | Continue research and work on final project. |
| 8) | • Explain merchandising. • Identify word of mouth. • Explain e-marketing. • Explain the importance of using these tools in the most appropriate ways. • Explain merchandising. • List merchandising tools. • Classify merchandising techniques. • Discuss devices that drive word of mouth. • Analyze 10 stages of developing a customer-care programme. | Submit first drafts of final project. |
| 9) | • Explain e-commerce and describe how it differs from e-business. • Identify and describe the unique features of e-commerce technology and discuss their business significance. • Explain Web 2.0 applications. • List the major types of e-commerce. • Discuss the origins and growth of e-commerce. • Explain the evolution of e-commerce from its early years to today. • Identify the factors that will define the future of e-commerce. • Discuss the major themes underlying the study of e-commerce. • Classify the major academic disciplines contributing to e-commerce. | Search internet and find an export company, evaluate web site and submit thoughts. |
| 10) | • Discuss the questions must be asked and answered, and the steps should be taken, in developing an e-commerce presence. • Explain the process that should be followed in building an e-commerce presence. • List the major issues surrounding the decision to outsource site development and/or hosting. • Identify and express the major considerations in choosing Web server and e-commerce merchant server software. • Explain the issues involved in choosing the most appropriate hardware for an e-commerce site. • Discuss additional tools that can improve Web site performance. • Explain the important considerations involved in developing a mobile Web site and building mobile applications. | Continue research and work on final project. |
| 11) | • Explain the features of traditional payment systems. • Identify the major e-commerce payment systems in use today. • Describe the features and functionality of electronic billing presentment and payment systems. • Identify the key components of e-commerce business models. • Describe the major B2C business models. • Describe the major B2B business models. • Explain the key business concepts and strategies applicable to e-commerce. • Analyze the difference between traditional online marketing and the new social-mobile-local marketing platforms. • Describe the size and growth of social, local, and mobile marketing. • Discuss the relationships between social, mobile, and local marketing. • Explain E-commerce Business Models. • List major Business-to-Consumer (B2C) Business Models. • List major Business-to-Business (B2B) Business Models. • Analyze how E-commerce Changes Business: Strategy, Structure, and Process. • Discuss the difference between traditional online marketing and the new social-mobile-local marketing platforms. • Explain the relationships between social, mobile, and local marketing. • Discuss the marketing capabilities of social marketing platforms such as Facebook, Twitter, and Pinterest. • Identify the key elements of a mobile marketing campaign including app and in-app marketing. | Due: Second Draft of Final Project. |
| 12) | • Describe the environment in which the online retail sector operates today. • Analyze the economic viability of an online firm. • Identify the challenges faced by the different types of online retailers. • Describe the major features of the online service sector. • Discuss the trends taking place in the online financial services industry. • Describe the major trends in the online travel services industry today. • Identify current trends in the online career services industry. • Explain the Online Retail Sector. • Analyze the Viability of Online Firms. • Classify E-tailing Business Models. • Define B2B commerce and explain its scope and history. • Explain the procurement process, the supply chain, and collaborative commerce. • Identify the main types of B2B commerce: Net marketplaces and private industrial networks. • Explain E-commerce and Supply Chain Management. | none |
| 13) | • Explain e-mail marketing. • Identify how to use internet to find potential business partners in international trade. • Explain how to search internet to find buyer/seller information. • Explain how to write effective business e-mails. • Identify e-mail marketing. • List components of effective e-mail marketing. • Analyze design and content. • Explain writing. • Explain how to prepare landing pages. | Search international trade web sites and submit next week. |
| 14) | • Explain search Engine Marketing. • Explain Search Engine Optimization. • Identify web site design and content for SEO. • Identify how to create effective links. • Explain the role and importance of search engines in marketing (SEM). • Identify Search Engine Optimization. • Identify Search Engine Marketing. • Explain Web site design for SEO and SEM. | Editing & Revision of Final Project. |
| 15) | • Final Project. • Final Presentation. • Explain how to develop a web site for a real or fictional company. | none |
Sources
| Course Notes / Textbooks: | Pazarla İletişim Zeynep İyiler İGEME yayını, 2009 E-ticaret Zeynep İyiler İSO Yayını, 2015 Lecturer Zeynep İyiler e-mail: Zeynep.iyiler@okan.edu.tr Phone: +90 216 6771630 |
| References: | E-ticaret Zeynep İyiler İSO Yayını, 2015 |
Course-Program Learning Outcome Relationship
| Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
|---|---|---|---|---|---|
| Program Outcomes | |||||
| 1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising, | |||||
| 2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels | |||||
| 3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques, | |||||
| 4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising, | |||||
| 5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies, | |||||
| 6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising. | |||||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising, | |
| 2) | 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels | |
| 3) | 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques, | |
| 4) | 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising, | |
| 5) | 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies, | |
| 6) | 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising. |
Learning Activity and Teaching Methods
| Expression | |
| Brainstorming/ Six tihnking hats | |
| Individual study and homework | |
| Lesson | |
| Homework |
Assessment & Grading Methods and Criteria
| Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
| Homework | |
| Individual Project |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Midterms | 1 | % 60 |
| Final | 1 | % 40 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| total | % 100 | |
Workload and ECTS Credit Grading
| Activities | Number of Activities | Workload |
| Course Hours | 15 | 45 |
| Study Hours Out of Class | 15 | 90 |
| Homework Assignments | 6 | 12 |
| Midterms | 1 | 15 |
| Final | 1 | 20 |
| Total Workload | 182 | |