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Course Code: 
COMM 361
Course Period: 
Spring
Course Type: 
Core
P: 
2
Lab: 
2
Credits: 
3
ECTS: 
5
Course Language: 
English
Course Objectives: 
The aim of this course is to emphasize the importance of the idea of strategic planning in applied communication.
Course Content: 

The course covers the following topics: the idea of strategic planning, strategy and tactic, situational research, organizational research, public research, and writing down goals & objectives of marketing. The students will also understand the advantages associated with creating strong brands (using traditional and online marketing)

Course Methodology: 
1-Lecture 2- Interactive Lecture 6- Case Study 7- Brainstorming 12- Groupwork 16- Oral Exam
Course Evaluation Methods: 
A-Exam B- Oral Exam / Presentation C- Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes  Program Learning Outcomes Teaching Methods  Assessment Methods 
1) Students can apply research principles for strategic communication 1,2,3,4,5,6,7, 8,9,10 1,2,6,7,12, 16 A,B,C
2) Students can understand the advantages related with creating strong brands 3,9,10 1,2,6,7,16 A,B,C
3) Students can produce strategic goals and objectives in line with organizational mission and goals. 1,2,3,4,5,6,7, 8,9,10 1,2,6,7,12, 16 A,B,C
4) Students can develop a strategic communication strategy 1,2,3,4,5,6,7, 8,9,10 1,2,6,7,12, 16 A,B,C
5) Students can prepare written and visual materials for  a campaign and present them in accordance with professional standards. 1,2,3,4,5,6,7, 8,9,10 1,2,6,7,12, 16 A,B,C

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Introduction   
2 What is strategy? What is tactic?  
3 The purpose and elements of situation analysis in marketing  
4 Case Study: Situation analysis in marketing  
5 Conducting SWOT- TOWS-PEST analysis  
6 Case Study: SWOT- TOWS-PEST analysis   
7 Midterm  
8 Defining and measuring marketing objectives  
9 Market Segmentation   
10 Case Study: Market Segmentation  
11 Creating strong brands   
12 Campaign Presentations   
13 Campaign Presentations   
14 Campaign Presentations   
15 Campaign Presentations   
16 Final  

Recommended Sources

RECOMMENDED SOURCES
Textbook Drummond, G., Ashford, R., & Ensor, J. (2008). Strategic Marketing. Routledge.

Proctor, T. (2000). Strategic Marketing : An Introduction. Routledge.

Piper, C. (2018). Strategic Marketing Management : Planning, Implementation, and Control. White Press Academics.

 

Additional Resources  

Material Sharing

MATERIAL SHARING
Documents Worksheets for the Case studies

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Midterm (Preparation and presentation for the final project) 1 60
Assignment 3 40
Total   100
Contribution of Final Examination to Overall Grade   40
Contribution of In-Term Studies to Overall Grade   60
Total   100

 

COURSE CATEGORY Field Courses

Course’s Contribution to Program

COURSE CONTRIBUTION TO PROGRAM
No Program Learning Outcomes Contribution
1 2 3 4 5
1 Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behaviour, and create effective advertising messages suitable for target audiences         x
2 Students design advertisements suitable for both traditional and digital media.         x
3 Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives.       x  
4 Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards.         x
5 Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes.         x
6 Students create and lead media strategies in the field of advertising.        x  
7 Students abide by universal values, law and ethical principles.     x    
8 Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members.     x    
9 Students adopt the critical approach in evaluating knowledge and skills related to the field. x        
10 Students demonstrate knowledge and understanding of the concepts and models related to the field.     x    

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration 14 4 56
Hours for off-the-classroom study (Pre-study, practice) 14 2 28
Assignment 3 5 15
Midterm (Preparation and presentation for the final project) 1 10 10
Final (Project and its presentation) 1 10 10
Total Work Load     119
Total Work Load / 25 (h)     4,57
ECTS Credit of the Course     5