Information Package
baskent.edu.tr

Master's of Visual Communication Design with Thesis

GİT537

MARKETING COMMUNICATION

Course Code
GİT537
Semester
-
Theory+Practice
3 + 0
ECTS
10
Course TypeElective Course
Course LevelMaster's Degree With Thesis
Year of Study-
Semester-
ECTS10
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Recognize the concept of marketing communication and the relevant framework,
  2. Know classical and new approaches related to marketing communication,
  3. Can design and manage a marketing communication that is especially suitable for the requirements of digital channels.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme Components-
Course DescriptionIn today's world, when we say "marketing communication", it is understood; It is no longer just a series of mechanical actions to introduce products or services to the final consumer and make them preferable. When we talk about marketing communication today, the main emphasis is; To a large extent, it is the stories and the empathy we create with our brand ambassadors that we gather around these stories, such as the tribe members gathered at the fire pit. This indicates that the rules and application methods of marketing communication have been transformed. Now, experiences are included in the business and concepts such as customer experience, social responsibility or integrated marketing, especially in digital, are becoming the new keys of marketing communication. The aim of the course is to talk about new trends in parallel with this transformation, and especially the role and importance of storytelling in marketing communication. How storytelling works in the context of visual communication design and marketing communication in particular will be discussed in detail and discussions will be carried out on the examples to be examined.
Course Contents
WEEK TOPICS
1st Week Meeting and general information about course content/operation
2nd Week What is marketing communication? Historical development and basic elements of marketing communication
3rd Week Introduction to traditional and modern approaches to marketing communication. Differences and similarities
4th Week Overview of the dynamics and basic concepts of traditional marketing communications. Case studies and discussion
5th Week An overview of the dynamics and basic concepts of digitalization and modern marketing communication. Case studies and discussion
6th Week The concept of storytelling, its importance and basic features
7th Week The concept of storytelling in the context of modern marketing communication, its use and its contributions to marketing
8th Week Types of stories in modern marketing communication: concepts of brand, marketing and sales stories and their differences from each other
9th Week Creating a brand story, rules of storytelling for large and small brands, creating brand loyalty with stories
10th Week Story design: planning story, narrative stages, building structure, success factors and selecting right story
11th Week Story design for the masses and Aristotle's rhetorical techniques: Ethos, pathos, logos
12th Week Storytelling strategies: involving the customer, igniting emotions, expressing oneself, creating visual language and constructing a visual narrative
13th Week Examination and discussion of sample marketing communication stories
14th Week Article submissions
Recommended or Required ReadingTextbooks:

-İletişim Odaklı Pazarlama - İzzet Bozkurt, MediaCat Yayıncılık.
-Pazarlama İletişimde Sihirli Dokunuşlar. - İzzet Bozkurt. MediaCat Yayıncılık.

Mandatory resources:

-Hikaye Anlatan Hayvan - Jonathan Gottschall. Sola Unitas Yayınları.
-Hikaye Tasarımı - Gaston Legorburu , Darren McColl. MediaCat Yayıncılık.
-A'dan Z'ye Pazarlama - Philip Kotler. MediaCat Yayıncılık.
-Postmodern Pazarlamayı Anlamak - Yavuz Odabaşı. MediaCat Yayıncılık.

Recommended Resources:

-Hikaye Oksijendir. - Sait Aytemur. MediaCat Yayıncılık.
-Süt Almaya Çıktım Ama Eve Bir Bisikletle Döndüm - Jochen Mai. The Kitap Yayınları.
-Tüketici Nasıl Düşünür? - Gerald Zaltman. MediaCat Yayıncılık.
-Bir+Bir=Üç - Dave Trott. MediaCat Yayıncılık.
-Pazarlama İletişimi Yönetimi. - Yavuz Odabaşı ve Mine Oyman. MediaCat Yayıncılık.
-Dijital Pazarlamada Güncel Araştırmalar - Cansu Tor Kadıoğlu. Artikel Akademi Yayınları.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Practice
  • Project
  • Report Preparation
  • Presentation
  • Other
Assessment Methods and Criteria
Quantity Percentage (%)
Assignment 4 40
Project 1 50
Attendance 1 10
Total(%) 100
Contribution of In-term Studies to Overall Grade(%) 100
Contribution of Final Examination to Overall Grade(%) 0
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam
Preparation for Quiz
Individual or group work 5 15 75
Preparation for Final exam
Course hours 14 3 42
Preparation for Midterm exam
Laboratory (including preparation)
Final exam
Homework 1 25 25
Presentation (including preperation) 1 50 50
Field Research 2 29 58
Book Presentation 1 50 50
Total Work Load300
Total Work Load / 30 (h)10
ECTS Credit of the Course10
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3
K1 X
K2 X
K3 X
K4 X
K5 X
K6
K7 X
K8
K9
K10 X
K11
K12
K13 X
K14 X
K15 X