GRADUATE SCHOOL
Brand Communication
MI 504 | Course Introduction and Application Information
| Course Name |
Marketing Communications Research
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MI 504
|
Spring
|
3
|
0
|
3
|
7.5
|
| Prerequisites |
None
|
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| Course Language |
Turkish
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
Second Cycle
|
|||||
| Mode of Delivery | Blended | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkProblem SolvingQ&ACritical feedbackSimulationApplication: Experiment / Laboratory / WorkshopLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The major objective of this course is introducing the basic principles and applications of marketing communication in an integrated perspective The reflection of marketing communication on applications in the sector will be analyzed as well as explanation of changes in marketing communication concept with the emergence of integrated marketing communication. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course is planned to provide students with the competencies of asking the right questions regarding the field from an integrated marketing communication perspective, formulating them as research questions, following and applying the right methods to answer the questions, planning qualitative or quantitative research, writing down survey forms, coding and analyzing data and preparing research reports. |
|
|
Core Courses | |
| Major Area Courses | ||
| Supportive Courses |
X
|
|
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the course | |
| 2 | Non-Scientific Knowledge and Scientific Approach | HAYRAN, O. (2021). İNFODEMİYOLOJİ, DİJİTAL EPİDEMİYOLOJİ VE METABİLİM: İNSANIN İNSANI, BİLİMİN İNSANI ALDATMASI NASIL ÖNLENİR?. ESTÜDAM Halk Sağlığı Dergisi, 6(3), 322-330. |
| 3 | Defining the Research Problem and Developing an Approach | Creswell, J. W. (2017). Araştırma probleminin tanımlanması. D. Dinçer (çev.) Eğitim Araştırmaları: Nicel ve Nitel Araştırmanın Planlanması, Yürütülmesi ve Değerlendirilmesi içinde (82-108. ss.). İstanbul: Eğitim Danışmanlığı ve Araştırmaları Merkezi. |
| 4 | Research Design | Gegez, E. (2010). Pazarlama Araştırması. Baskı. İstanbul: Beta Yayınları. Araştırma Tasarımının Planlanması (Sayfa 40-48) |
| 5 | Measuement & Scaling | Gegez, E. (2010). Pazarlama Araştırması. Baskı. İstanbul: Beta Yayınları. Ölçme ve Ölçekleme (Sayfa 205-220) |
| 6 | Sampling | Kılıç, S. (2013). Örnekleme Yöntemleri. Journal of Mood Disorders, 3(1). |
| 7 | Content analysis | Bonfadelli, H. (2012). (çev. Ali Can) Medya İçerik Analizi. Konya: Tablet Basım Yayın. İçerik Analizi (sayfa 79-109) |
| 8 | Observation | Küçüksaraç, B. INSTAGRAM’DA DUYGU TASARIMI VE DUYGUSAL MARKALAŞMA: TÜRKİYE’NİN SEVİLEN MARKALARI ÜZERİNE BİR ANALİZ. Sosyal ve Beşerî Bilimlerde Akademik Çalışmalar, 41. https://bookchapter.org/kitaplar/Sosyal%20ve%20Beseri%20Bilimlerde%20Akademik%20Calismalar.pdf#page=50 |
| 9 | Projective Techniques | Gegez, E. (2010). Pazarlama Araştırması. Baskı. İstanbul: Beta Yayınları. Projektif Teknikler (Sayfa 73-85) |
| 10 | Focus Group | BÜDÜN, E., & ERTÜRK, Y. D. (2020). Beş duyu kullanımı ile duyusal markalama: tüketici tutumlarını belirleme üzerine bir odak grup çalışması. Üsküdar Üniversitesi İletişim Fakültesi Akademik Dergisi Etkileşim, (5), 52-71. |
| 11 | Midterm | |
| 12 | Simulation application | |
| 13 | Survey | Gegez, E. (2010). Pazarlama Araştırması. Baskı. İstanbul: Beta Yayınları. Anket Tasarımı (Sayfa 231-254) |
| 14 | Survey | Gegez, E. (2010). Pazarlama Araştırması. Baskı. İstanbul: Beta Yayınları. Anket Tasarımı (Sayfa 231-254) |
| 15 | Project Presentation | |
| 16 | Review of the course |
| Course Notes/Textbooks | Pazarlama Araştırmaları, E.Gegez, Beta, (2010) 978-605-377-376-4 |
| Suggested Readings/Materials | Pazarlama Araştırması, T.Tokol, Nobel Yayın Dağıtım, (2006) 9944-77-069-8 |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury |
3
|
30
|
| Project |
2
|
30
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
30
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
5
|
75
|
| Weighting of End-of-Semester Activities on the Final Grade |
2
|
25
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
2
|
28
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
3
|
17
|
51
|
| Project |
2
|
25
|
50
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
48
|
48
|
| Final Exam |
0
|
||
| Total |
225
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication. |
|||||
| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. |
X | ||||
| 3 | To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication. |
|||||
| 4 | To be able to evaluate strategies and solution methods developed in brand communication. |
X | ||||
| 5 | To be able to understand the basic principles of corporate communication management and gain the skills to apply them. |
|||||
| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. |
X | ||||
| 7 | To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders. |
|||||
| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. |
X | ||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
