Prerequisite Courses:
Course Language:
English
Courses given by:
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 | ||
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