FENERBAHÇE UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
PRA354 Global Advertising
Institutional Information
Degree Programs
New Media and Communication
Information For Students
New Media and Communication
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

General Introduction Information of the Course

Course Code: PRA354
Course Title: Global Advertising
Course Semester: Spring
Ders Kredileri:
Theoretical Practical Credit ECTS
2 0 2 5
Language of instruction: TR
Course Prerequisites:
Does the Course Require Work Experience?: No
Type of course: Departmental Elective
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery: Face to face
Course Coordinator : Dr.Öğr.Üyesi Ece DOĞAN ERDİNÇ
Course Lecturer(s): Prof. Dr. Nurhan Zeynep TOSUN
Course Assistants:

Course Objectives and Content

Course Objectives: The Global Advertising course aims to enable students to comprehend global advertising processes and to convey global advertising goals and strategies.
Course Content: In this course, the reflection of intercultural differences on the advertising campaign and the advertising objectives, strategies and tactics to be determined in this direction will be examined. In this context, globalization, glocalization and localization techniques will be examined.

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) In this course, students learn about the objectives, strategies and tactics of global advertising campaigns.
2 - Skills
Cognitive - Practical
1) In this course, students can design and implement global advertising campaigns.
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
1) In this course, students will be able to manage global advertising campaigns.
Competence to Work Independently and Take Responsibility
1) In this course, students can work individually and take responsibility in the development of global advertising campaigns and localization of advertisements on the basis of countries.

Course Weekly Plan

Week Subject Related Preparation
1) The concept of globalization and the process of globalization Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
2) Geert Hofstede in the Context of Culture and Intercultural Differences Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
3) Global advertising objectives Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
4) Global advertising strategies Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
5) Scope of creative strategy Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
6) Media strategy Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
7) Global advertising appeals Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
8) Midterm exam -
9) Global advertising narrative formats Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
10) Localization in advertising Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
11) Glocalization in advertising Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
12) Globalization in advertising Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
13) Use of symbolism in global advertising Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
14) Küresel reklam örneklerinin incelenmesi Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
15) Measurement in global advertising Reklam Kampanyası Yönetimi, (2023). Tosun, N. B.; Dönmez, M., S.; Ülker, Y., Beta Yayınları Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E. & Kiçir, İ. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
16) Final exam

Sources

Course Notes / Textbooks: Tosun, N. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
Tosun, N. B. (2020). Marka Yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
References: Tosun, N. (2018). Reklam yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
Tosun, N. B. (2020). Marka Yönetimi, İstanbul: Beta Basım Yayım Dağıtım A.Ş.

Relationship Between Course and Program Learning Outcomes

Course Learning Outcomes

1

2

3

4
Program Outcomes
1) Have knowledge of the historical development, theories, and concepts of new media and communication.
2) Have knowledge of social, cultural, and political fields such as psychology, sociology, philosophy, and economics, which are related to the field of new media and communication.
3) Have knowledge of the structural, technical, and managerial characteristics of digital content formats and new media technologies.
4) Have knowledge of new media literacy.
5) Have knowledge of the standards of national and international professional organisations, ethical codes, and legal regulations related to the field.
6) Have knowledge of professional practices, occupational health and safety.
7) Can effectively apply content production and management processes in digital media in accordance with ethical principles and a creative perspective.
8) Acquires critical media literacy skills and analyze digital platforms.
9) Have application skills in multimedia content design and visual design.
10) To be able to analyze data using scientific research methods in the field of communication other related fields, to be able to develop national and international projects by effectively utilizing technology."
11) Can communicate effectively, both orally and in writing, in at least one foreign language related to the field.
12) Has the competence to design, develop, create portfolios, and present projects related to the field of new media and communication, both individually and as part of group, with entrepreneurial and innovative perspective.
13) Has the competence to critically evaluate and analyze digital content.
14) Acts with a sense of social responsibility by considering issues such as human rights, cultural diversity, environmental problems, and public interest in the projects within the field of new media and communication.

Relationship Between Course and Learning Outcome

No Effect 1 Lowest 2 Low 3 Medium 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Have knowledge of the historical development, theories, and concepts of new media and communication. 2
2) Have knowledge of social, cultural, and political fields such as psychology, sociology, philosophy, and economics, which are related to the field of new media and communication. 4
3) Have knowledge of the structural, technical, and managerial characteristics of digital content formats and new media technologies. 2
4) Have knowledge of new media literacy. 1
5) Have knowledge of the standards of national and international professional organisations, ethical codes, and legal regulations related to the field. 1
6) Have knowledge of professional practices, occupational health and safety. 1
7) Can effectively apply content production and management processes in digital media in accordance with ethical principles and a creative perspective. 2
8) Acquires critical media literacy skills and analyze digital platforms. 1
9) Have application skills in multimedia content design and visual design. 2
10) To be able to analyze data using scientific research methods in the field of communication other related fields, to be able to develop national and international projects by effectively utilizing technology." 4
11) Can communicate effectively, both orally and in writing, in at least one foreign language related to the field. 1
12) Has the competence to design, develop, create portfolios, and present projects related to the field of new media and communication, both individually and as part of group, with entrepreneurial and innovative perspective. 3
13) Has the competence to critically evaluate and analyze digital content. 2
14) Acts with a sense of social responsibility by considering issues such as human rights, cultural diversity, environmental problems, and public interest in the projects within the field of new media and communication. 2

Learning Activities and Teaching Methods

Lecture
Beyin fırtınası /Altı şapka
Individual study and homework
Course
Reading
Homework

Assessment and Evaluation Methods and Criteria

Written Exam (open-ended questions, multiple-choice, true/false, matching, fill-in-the-blanks, ordering)
Örnek olay sunma

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Midterms 1 % 50
Final 1 % 50
Total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
Total % 100

Workload and ECTS Credit Calculation

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 2 28
Study Hours Out of Class 14 2 28
Homework Assignments 1 12 12
Midterms 1 20 20
Final 1 25 25
Total Workload 113