| Public Relations and Advertising | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | UTIC404 | ||||||||
| Course Name: | Hedef Pazar Ekonomileri | ||||||||
| Course Semester: | Spring | ||||||||
| Course Credits: |
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| Language of instruction: | TR-EN | ||||||||
| Course Requisites: | |||||||||
| Does the Course Require Work Experience?: | No | ||||||||
| Type of course: | University Elective | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Course Coordinator : | Assoc. Prof. BÜLENT HOCA | ||||||||
| Course Lecturer(s): |
Öğr.Gör. YAVUZ ÖZUTKU |
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| Course Assistants: |
| Course Objectives: | The purpose of this course is to prepare students to be managers for the increasingly competitive international trade world. The emphasis of this course will be on concepts and categories of target market economies. Through chapters, readings, and case analyses, we will discuss issues related to concepts of economic analysis of target markets, geographical and economic categories of target markets, integrations of countries, regional groupings of countries, importance of emerging economies, how to do business in emerging and developing countries, the target market economies of Turkey. During the lectures, students will be taking on leadership responsibilities and work with other people in teams while developing their oral communication abilities and presentation skills. |
| Course Content: | At the end of this course the student will be able to: • List and explain the concepts of demographic and economic analysis of countries • Recall and explain main geographical and economic categories of countries • Memorize, explain and compare integrations and regional groupings of countries • Memorize and explain how to do business in emerging economies (esp. BRIC) and the role of ethics • Identify and classify the target markets of Turkey |
The students who have succeeded in this course;
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| Week | Subject | Related Preparation |
| 1) | • Describe the course. • Understand the importance of targeting a market. • Identify the complexity of international trade. • Describe the geography of international trade. • Recognize the economic complexity of world economy. • Syllabus. • Discuss Library Orientation Course, Instructor to verify completion. • Explain the complexity of international trade. • Illustrate the number of countries involved in international trade. • Recognize the big economic differences among countries. | Read chapter 4 of Czinkota and Ronkainen (2012, pp.91-130). |
| 2) | • List the market characteristics. • Understand how to compare countries in terms of market characteristics. • Identify the biggest countries in terms of market characteristics. • Identify the fastest growing countries in terms of market characteristics. • Discuss Final Class Project and Presentation, • List of Topics. • Define population • Explain national income • Explain income growth • Illustrate income distribution | Homework: Apply the market characteristics you learnt to Turkey. |
| 3) | • List the market characteristics. • Understand how to compare countries in terms of market characteristics. • Identify the biggest countries in terms of market characteristics. • Identify the fastest growing countries in terms of market characteristics. • Define consumption patterns, • Explain inflation • Explain debt • Describe infrastructure | Homework: Apply the market characteristics you learnt to Turkey. |
| 4) | • Differentiate between geographical and economic grouping of countries. • Understand the role of geography for a target market economy. • Explain the different geographical groups according to different international organizations. • Understand the importance of using maps. • Due: Project Topic. • Due: Tentative Bibliography. • Describe the geographical groups of countries according to the UN • Describe the geographical groups of countries according to the WB. | Continue research and work on final project Homework: Categorize the given set of countries according to geographical groupings of the UN and WB. Read chapter 8 of International Business (Czinkota et al., 2011, pp.234-275). Search the websites of UN and WB for economic categories of countries. |
| 5) | • Understand the economic categorization of countries. • Explain how to measure development. • List the measures of development • Describe the differences between developed and developing countries. • Describe the economic categories of countries. • List the developed countries, • Illustrate developing countries. • Define transition countries | Continue research and work on final project Homework: Categorize the given set of countries according to economic grouping |
| 6) | • Differentiate between the most developed and biggest developing countries • Explain the fastest growing countries • Understand the most populous countries • Explain why emerging markets are important as target markets. • Describe G-5/G-7/G-8/G-10/G-20 • Explain OECD, OPEC and NICs • Illustrate Emerging Markets • Describe BRIC | Continue research and work on final project Homework: Categorize the given set of countries according to economic grouping |
| 7) | • MIDTERM EXAM • Describe the geography of international trade. • Understand how to compare countries in terms of market characteristics • Understand the role of geography for a target market economy. • Understand the economic categorization of countries. • Illustrate the number of countries involved in international trade. • Apply the market characteristics. • Describe the geographical groups. • Apply economic categories of countries. | Continue research and work on final project |
| 8) | • Explain why countries join economic integrations. • Compare the types of economic integrations. • List the important economic integrations. • Understand the history of economic integrations. • Explain the types of economic integrations. • Compare the economic integrations. • Summarize the economic integrations. • Illustrate the economic integrations. | Continue research and work on final project |
| 9) | • Understand the arguments against economic integration. • Discuss the benefits and costs of economic integrations. • List the effects of economic integration. • Explain the impact of integrations. • Explain trade creation and trade diversion. • Understand why import prices reduce. • Describe the productivity effect of integration. • Discuss regionalism versus nationalism. | Homework: Search for the impact of EU integration. |
| 10) | • Identify current important regional integrations. • Describe regional integrations with respect to geography. • Compare regional integrations economically. • Illustrate the economic integrations that Turkey is related. • Describe the formation and organization of EU. • Explain NAFTA. • Understand regional integration in Latin America. • Define regional integration in Asia. • Define regional integration in Africa and Middle East. | Homework: Study the website of Market Potential Index (MPI). |
| 11) | • Understand the fluidity of emerging markets. • Explain the logic of Market Potential Index (MPI). • Explain the importance of BRIC countries. • Describe the main economic features of BRIC countries. • Differentiate between the growth rates of different target markets. • Describe Market Potential Index (MPI) • Understand the dimensions and sources of MPI. • Explain the market characteristics of BRIC countries. | Due: First Draft of Final Project Homework: Discuss the applicability of MPI to Turkey. |
| 12) | • Understand why there are difficulties of doing business in emerging countries. • Discuss the specific needs of doing business in emerging countries. • Discuss overcoming the barriers to business in emerging countries and role of ethics. • Understand the importance of research and finding solutions for local needs in developing countries. • Describe the difficulties of doing business in emerging countries. • Identify the specific needs of doing business in emerging countries. • Explain how to overcome the difficulties in emerging countries. • Explain elements of success in developing countries. | Review the case studies. Homework: Search for the target countries of Turkey from the website of ministry of economy of Turkey. |
| 13) | • Understand how the target market economies of Turkey are selected. • Explain the geography of target market economies of Turkey. • Classify the target market economies of Turkey economically. • Discuss the accuracy of target market economies. • Identify the target market economies of Turkey. • Classify the target market economies of Turkey. • Compare the current target countries with the previous ones. • Discuss the current economic and political barriers in target countries. | Editing & Revision of Final Project |
| 14) | • Final Project • Final Presentation | none |
| 15) | • Evaluate students via final exam • Compare the types of economic integrations. • Explain the impact of integrations. • Identify current important regional integrations. • Explain the logic of Market Potential Index (MPI). • Explain the importance of BRIC countries. • Discuss overcoming the barriers to business in emerging countries. • Classify the target market economies of Turkey geographically and economically. • Final Exam • Summarize the economic integrations. • Illustrate the economic integrations. • Describe the formation and organization of EU. • Explain NAFTA. • Describe Market Potential Index (MPI) • Explain the market characteristics of BRIC countries. • Explain how to overcome the difficulties in emerging countries. • Explain elements of success in developing countries. • Classify the target market economies of Turkey. | none |
| Course Notes / Textbooks: | Küresel Pazarlama Yazarlar: Doç.Dr. İpek ALTINBAŞAK FARİNA, Prof.Dr. Ercan GEGEZ, Prof.Dr. Aslı KÜÇÜKASLAN EKMEKÇİ, Yrd.Doç.Dr. İçlem ER Yayıncı: Anadolu Üniversitesi, 2013 ISBN: 978-975-06-1486-6 International Marketing Author: Czinkota, M. R., Ronkainen, I.A. Publisher: South-Western College Pub, 10th ed., 2012 ISBN-10: 113362751X ISBN-13: 978-1133627517 |
| References: | Dış Ticaret İstihbarat Kanalları Yazar: Yaman Koç Yayıncı: İstanbul Sanayi Odası, 2014 ISBN: 978-605-137-372-0 Birleşmiş Milletler internet sitesi: www.un.org Dünya Bankası internet sitesi: www.worldbank.org Ekonomi Bakanlığı internet sitesi: www.economy.gov.tr Market Potansiyeli Endeksi internet sitesi: http://globaledge.msu.edu/mpi International Business, Author: Michael R. Czinkota, Ilkka A. Ronkainen, Michael H. Moffett, Publisher: John Wiley & Sons, 8th Edition, 2011 ISBN: 13-978-0-470-53065-8 United Nations Website: www.un.org World Bank Website: www.worldbank.org Republic of Turkey Ministry of Economy: www.economy.gov.tr Market Potential Index website: http://globaledge.msu.edu/mpi |
| Learning Outcomes | 1 |
2 |
3 |
4 |
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|---|---|---|---|---|---|
| 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. | |||||
| 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. |
| Expression | |
| Brainstorming/ Six tihnking hats | |
| Lesson | |
| Reading | |
| Homework |
| Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
| Homework | |
| Individual Project | |
| Case study presentation |
| Semester Requirements | Number of Activities | Level of Contribution |
| Project | 1 | % 10 |
| Midterms | 1 | % 40 |
| Final | 1 | % 50 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 15 | 45 |
| Study Hours Out of Class | 15 | 90 |
| Project | 1 | 12 |
| Homework Assignments | 1 | 6 |
| Midterms | 1 | 10 |
| Final | 1 | 14 |
| Total Workload | 177 | |