COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name
Marketing Communication Research
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 221
Fall
3
0
3
5
Prerequisites
None
Course Language
English
Course Type
Required
Course Level
-
Mode of Delivery face to face
Teaching Methods and Techniques of the Course Group Work
Application: Experiment / Laboratory / Workshop
Lecturing / Presentation
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives The course’s aim is to introduce the students with quantitative research techniques in marketing communication.
Learning Outcomes The students who succeeded in this course;
  • Will be able to explain the development of marketing communication research.
  • Will be able to discuss the sectoral significance of marketing communication research
  • Will be able to explain the characteristics of marketing communication researcher
  • Will be able to define the basic concepts with regard to marketing communication research.
  • Will be able to explain the methods and models in marketing communication research
  • Will be able to discuss the applicability of methods of marketing communication research in different circumstances.
  • Will be able to design marketing communication research by using data collection technics.
Course Description The course will introduce the process, methods and techniques which are necessary for an integrated approach to dynamics of field and development of unique, critical and creative strategies in the scope of marketing communication research. In addition, students will be asked to design a research within the course subjects.
Related Sustainable Development Goals

 



Course Category

 Core Courses
X
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Why do we conduct research? Identifying the research problem and developing an approach Malhotra, N. K. (2007). Marketing research an applied orientation. Pearson Education, 30-60. Neuman, L. W. (2006). Social research methods: Qualitative and quantitative approaches, 1-21.
2 Types of research Malhotra, N. K. (2007). Marketing research an applied orientation. Pearson Education, 72-99. Neuman, L. W. (2006). Social research methods: Qualitative and quantitative approaches, 23-48.
3 Formulating the research design Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students, 162-219.
4 Sampling Thompson, S. K. (2012). Sampling. [electronic resource] (3rd ed.). Wiley.
5 Secondary analysis Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students, 316-353.
6 Questionnaire and Form Design Bourke, J., Kirby, A., & Doran, J. (2016). Survey & questionnaire design: Collecting primary data to answer research questions. [eBook edition] NuBooks. http://search.ebscohost.com/login.aspx?direct=true&db=e000xww&AN=1460401&lang=tr&site=eds-live
7 Experimental research Patten, M. L. and Newhart, M. (2018). Understanding Research Methods: An Overview of the Essentials, 181-200.
8 What is Social Media and What Questions Can Social Media Research Help Us Answer? Sloan, L. and Quan-Haase, A. (eds.) (2017). The SAGE Handbook of Social Media Research Methods, 13-26, 386-404.
9 Midterm
10 Big Data Sloan, L. and Quan-Haase, A. (eds.) (2017). The SAGE Handbook of Social Media Research Methods, 27-39.
11 Data Preparation, Analysis, and Reporting Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students, 496 – 565.
12 Data Preparation, Analysis, and Reporting Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students, 496 – 565.
13 Data Preparation, Analysis, and Reporting Batagelj, V., & Mrvar, A. (2011). Pajek Program for Analysis and Visualization of Large Networks: Reference Manual explanation. Slovenia: University of Ljubljana. http://vlado.fmf.uni-lj.si/pub/networks/pajek/doc/pajekman.pdf
14 Data Preparation, Analysis, and Reporting Batagelj, V., & Mrvar, A. (2011). Pajek Program for Analysis and Visualization of Large Networks: Reference Manual explanation. Slovenia: University of Ljubljana. http://vlado.fmf.uni-lj.si/pub/networks/pajek/doc/pajekman.pdf
15 General Course Review
16 General Course Review
Course Notes/Textbooks

Malhotra, N. K. (2007). Marketing research an applied orientation. Pearson Education, 30-60. ISBN: 9780132279468

Neuman, L. W. (2006). Social research methods: Qualitative and quantitative approaches, 1-21. ISBN: 9780205465316
Suggested Readings/Materials

Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students. ISBN: 9781292208787

Patten, M. L. and Newhart, M. (2018). Understanding Research Methods: An Overwier of the Essentials. ISBN: 9780415790529

Sloan, L. and Quan-Haase, A. (eds.) (2017). The SAGE Handbook of Social Media Research Methods.  ISBN: 9781473916326

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury
Project
6
60
Seminar / Workshop
Oral Exam
Midterm
1
30
Final Exam
Total

Weighting of Semester Activities on the Final Grade
6
80
Weighting of End-of-Semester Activities on the Final Grade
2
20
Total

ECTS / WORKLOAD TABLE

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
6
8
Seminar / Workshop
Oral Exam
Midterms
1
12
Final Exams
    Total
150

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field.

 X
2

To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods.

 X
3

To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice.
4

To be able to use analytical thinking skills in the field of Public Relations and Advertising.

 X
5

To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders.
6

To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field.
7

To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems.
8

To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise.
9

To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes.
10

To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising.

 X
11

To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)
12

To be able to speak a second foreign at a medium level of fluency efficiently.
13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest