| 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 | |||||
| Course Language | Turkish | |||||
| Course Type | Required | |||||
| Course Level | - | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| 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. |
| Related Sustainable Development Goals | |
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| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | X | |
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to the course | |
| 2 | Role of marketing research in managerial decision-making process | Pazarlama Araştırmaları, E.Gegez, Beta, 2015 - 1 |
| 3 | Defining the problem - the research process | Pazarlama Araştırmaları, E.Gegez, Beta, 2015 - 2 |
| 4 | Exploratory and qualitative research | Pazarlama Araştırmaları, E.Gegez, Beta, 2015 - 3 |
| 5 | Secondary Data | Pazarlama Araştırmaları, E.Gegez, Beta, 2015 - 4 |
| 6 | Study and discussion for the project | |
| 7 | Data collection via survey, research design and potential errors | Pazarlama Araştırmaları, E.Gegez, Beta, 2015 - 5-6 |
| 8 | Observation | Pazarlama Araştırmaları, E.Gegez, Beta, 2015 - 7 |
| 9 | Experiments | Pazarlama Araştırmaları, E.Gegez, Beta, 2015 - 8 |
| 10 | Sampling | Pazarlama Araştırmaları, E.Gegez, Beta, 2015 - 9-10 |
| 11 | Measurement and survey design | Pazarlama Araştırmaları, E.Gegez, Beta, 2019 - 11 |
| 12 | Consumer insight | Additional materials |
| 13 | Project evaluations | |
| 14 | Exam | |
| 15 | Review of the course | |
| 16 | Review of the course |
| Course Notes/Textbooks | Pazarlama Araştırmaları, E.Gegez, Beta, 2015 ISBN 978-605-333-397-5 |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | ||
| Project | 1 | 40 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 50 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 3 | 100 |
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 14 | 3 | 42 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | |||
| Presentation / Jury | |||
| Project | 1 | 70 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 60 | |
| Final Exams | |||
| Total | 220 |
| # | 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
