Public Relations And Advertising
Associate	TR-NQF-HE: Level 5	QF-EHEA: Short Cycle	EQF-LLL: Level 5

General course introduction information

Course Code:

MHIT249

Course Name:

Strategic Marketing and Consumer Behavior

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Compulsory

Course Level:

Associate

TR-NQF-HE:5. Master`s Degree

QF-EHEA:Short Cycle

EQF-LLL:5. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Öğr.Gör. ARZU KARAKURT KARABULUT

Course Lecturer(s):

Course Assistants:

Course Objective and Content

Course Objectives:

This course will be able to the students to understand in addition to the traditional methods and along with the ever-increasing competition and the social, economic and technological advances of the world, the concept of digital marketing, as with all the disciplines, is also actively used on the digital platform in the present era of shows and information age.
The purpose of the present study is to analyze the consumer behaviour of the members of the Y Generation, who actively use the social media, in the population of Turkey, where the social media are used most among the world countries.

Course Content:

Strategic Marketing
Y Belt Consumer Behaviors
• Social media
• Social media marketing
• Writing techniques

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) - Be able to carry out a basic level of work independently of the field. - Take responsibility as a team member to solve complex and unforeseen problems encountered in field related applications. - Carrying out activities for the development of employees under the responsibility of a project. 2.1) - Be able to carry out a basic level of work independently of the field. - Take responsibility as a team member to solve complex and unforeseen problems encountered in field related applications. - Carrying out activities for the development of employees under the responsibility of a project. 2.2) To be able to communicate the thoughts at the level of basic knowledge and skills that are in possession of the field through written and oral communication. - Share ideas and suggestions for solutions to issues related to the field with experts and non-experts. - Using a foreign language at least in the European Language Portfolio A2 General Level to monitor information in the field and communicate with colleagues. - To be able to use information and communication technologies with the computer software at least at the European Computer Use License Basic Level required by the field. 2.3) - To have social, scientific, cultural and ethical values during the collection, implementation and announcement of the data related to the field. - To have sufficient knowledge about the universality of social rights, social justice, quality and cultural values and environmental protection, Occupational Health and safety.
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	What is Strategic Marketing?
2)	Marketing 3.0 • Strategic marketing
3)	Generation Y Consumer Behavior1 Generation Y Review of Google's Consumer Barometer Research Report (2014) covering 46 countries
4)	Consumerism of Generation Y1 Generation Y Google 201s Consumer Barometer Research Report (2014) review covering 46 countries
5)	• Generation Y Consumer Behavior 3 • Generation Y
6)	Social Media User 1 • Social Media Marketing
7)	Social Media User 1 • Social Media Marketing
8)	• Social Media Use by Gender • Social media-gender
9)	The Effect of Social Media on Shopping by Gender • Social media-gender-shopping
10)	• Facebook use • Social media-shopping -facebook
11)	• Use of Twitter • Social media-shopping- Twitter
12)	Instagram use • Social media-shopping -Instagram
13)	• Using Pinterest and Google Plus • Social media-shopping Instagram- Google Plus
14)	An overview Preparation before the exam
15)	exam

Sources

Course Notes / Textbooks:

To Marketing Dynamics Of Digital Newspapers in Turkey - The Journal of International Social Research, 3 (11), 314-328.
Google. (2014) Consumer Barometer. Retrieved from: https://www.consumerbarometer.com/en/insights/?countryCode=GL
Karahasan, F. (2014). Taşlar Yerinden Oynarken: Dijital Pazarlamanın Kuralları. İstanbul: Doğan Egmont Yayıncılık.

Kotler, P. & Kartajaya, H. & Setiawan, I. (2011). Marketing 3.0. İstanbul: Optimist Yayınları.

References:

LOWER, J., Brace. (2010). Yourself Here Comes Generation Y. Critical Care Nurse, 28 (5), pp. 80.
Kuyucu, M & Karahisar, T. (2013). Yeni İletişim Teknolojileri ve Yeni Medya. İstanbul: Zinde Yayıncılık.
Özel, M. (2012). Öğrencilerin Sosyal Medya Kullanımı ve Üniversitelerde Dijital Pazarlama İletişimi Uygulamalarını Belirlemeye Yönelik Bir Araştırma. Yayınlanmamış Yüksek Lisans Tezi. İstanbul: Beykent Üniversitesi Sosyal Bilimler Enstitüsü İşletme Yönetimi Anabilim Dalı İşletme Yönetimi Bilim Dalı

Course-Program Learning Outcome Relationship

Learning Outcomes	1
Program Outcomes
1) To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Having gained knowledge of lifelong learning - To be able to communicate the thoughts at the level of basic knowledge and skills that are in possession of the field through written and oral communication. - Share ideas and suggestions for solutions to issues related to the field with experts and non-experts. - Using a foreign language at least in the European Language Portfolio A2 General Level to monitor information in the field and communicate with colleagues. - To be able to use information and communication technologies with the computer software at least at the European Computer Use License Basic Level required by the field.
2) To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Learning to survive is not a conscious winner.
3) - To have social, scientific, cultural and ethical values in the stages of collection, application and announcement of data about the field. - Universality of social rights, social justice, quality and cultural values and environmental protection, occupational health and safety issues.
4) - Be able to carry out a basic level of work independently of the field. - Take responsibility as a team member to solve complex and unforeseen problems encountered in field related applications. - Carrying out activities for the development of employees under the responsibility of a project.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Having gained knowledge of lifelong learning - To be able to communicate the thoughts at the level of basic knowledge and skills that are in possession of the field through written and oral communication. - Share ideas and suggestions for solutions to issues related to the field with experts and non-experts. - Using a foreign language at least in the European Language Portfolio A2 General Level to monitor information in the field and communicate with colleagues. - To be able to use information and communication technologies with the computer software at least at the European Computer Use License Basic Level required by the field.	5
2)	To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Learning to survive is not a conscious winner.	3
3)	- To have social, scientific, cultural and ethical values in the stages of collection, application and announcement of data about the field. - Universality of social rights, social justice, quality and cultural values and environmental protection, occupational health and safety issues.	4
4)	- Be able to carry out a basic level of work independently of the field. - Take responsibility as a team member to solve complex and unforeseen problems encountered in field related applications. - Carrying out activities for the development of employees under the responsibility of a project.	3

Learning Activity and Teaching Methods

Field Study
Peer Review
Expression
Brainstorming/ Six tihnking hats
Individual study and homework
Reading
Homework
Q&A / Discussion
Case Study

Assessment & Grading Methods and Criteria

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

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 10
Homework Assignments	1	% 10
Project	1	% 10
Final	1	% 60
Yazma Ödev Dosyası	1	% 10
total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	14	42
Final	1	1
Total Workload		43