| Code |
Name of the Course Unit |
Semester |
In-Class Hours (T+P) |
Credit |
ECTS Credit |
| MIY219 |
TRANSMEDIA AND MARKETING |
3 |
3 |
3 |
6 |
GENERAL INFORMATION |
| Language of Instruction : |
Turkish |
| Level of the Course Unit : |
, TYY: + , EQF-LLL: , QF-EHEA: |
| Type of the Course : |
Compulsory |
| Mode of Delivery of the Course Unit |
- |
| Coordinator of the Course Unit |
|
| Instructor(s) of the Course Unit |
|
| Course Prerequisite |
No |
OBJECTIVES AND CONTENTS |
| Objectives of the Course Unit: |
The aim of the course is to examine marketing, marketing communication, integrated marketing communication, digital marketing, key concepts of and approaches to transmedia, transmedia campaign cases regarding to marketing communications. |
| Contents of the Course Unit: |
The content of the course is marketing, marketing communications, integrated marketing communications, digital marketing, the concept transmedia and its types, international and local transmedia campaign cases. |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
| Knows marketing, marketing communications and integrated marketing communications. |
| Defines transmedia. |
| Classifies transmedia narratives. |
| Understands the relationship between transmedia and marketing communication. |
| Analyzes the relationship between transmedia and marketing communication. |
| Evaluates marketing communication practices in transmedia narratives. |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
| Week |
Preparatory |
Topics(Subjects) |
Method |
| 1 |
Reading |
Introduction to the course
The concept of marketing
The types of marketing |
Lecture |
| 2 |
Reading |
The conceptual framework of marketing communications |
Lecture |
| 3 |
Reading |
The fundamental approaches of marketing communications and Integrated Marketing Communications. |
Lecture |
| 4 |
Reading |
The Process of Marketing Communications |
Lecture |
| 5 |
Reading |
Digital Marketing |
Lecture |
| 6 |
Reading |
The concept of transmedia and its definitions |
Lecture |
| 7 |
Reading |
The Development of Transmedia |
Lecture |
| 8 |
- |
MID-TERM EXAM |
- |
| 9 |
Reading |
Typology of Transmedia |
Lecture |
| 10 |
Reading |
Transmedia Narratives and Its Classification |
Lecture |
| 11 |
Reading |
Transmedia storytelling and marketing communications |
Lecture |
| 12 |
Reading |
Global transmedia cases |
Lecture |
| 13 |
Reading |
Global transmedia cases |
Lecture |
| 14 |
Reading |
Local transmedia cases |
Lecture |
| 15 |
Reading |
Local transmedia cases |
Lecture |
| 16 |
- |
FINAL EXAM |
- |
| 17 |
- |
FINAL EXAM |
- |
SOURCE MATERIALS & RECOMMENDED READING |
| Yavuz ODABAŞI – Mine OYMAN
Pazarlama İletişimi Yönetimi, 7. Baskı
Mediacat Kitapları, İstanbul, 2007 |
| Mehmet Serdar ERCİŞ
Pazarlama İletişiminde Temel Yaklaşımlar
Nobel Yayın Dağıtım, Ankara, 2010 |
| Ed. Yavuz ODABAŞI
Pazarlama İletişimi
Anadolu Üniversitesi Yayını, No: 2850, Eskişehir, 2013 |
| Emre GÖKŞİN
Dijital Pazarlama Temelleri
Abaküs Kitap Yayın Dağıtım, İstanbul, 2017 |
| Dilek PENPEÇE
Dijital İçerik Pazarlaması
Karahan Kitabevi, Adana, 2013 |
| Oğuz KUŞ
İçerik Pazarlama Dijital Dünyada Marka ve Hikaye Yaratma Stratejileri
Pales Yayınları, İstanbul, 2016 |
| Mevlüt DÖNMEZ
Pazarlama İletişiminde Transmedya Uygulamaları: Örnek Olay İncelemeleri (Basılmamış Yüksek Lisans Tezi), Danışman: Yrd. Doç. Dr. M. Evrim GÜLSÜNLER, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Halkla İlişkiler ve Tanıtım Ana Bilim Dalı, Konya, 2015 |
| Melih Cem KILIÇ
Transmedya Markalama Kampanyalarının Marka Farkındalığı Oluşturmadaki Rolü (Basılmamış Yüksek Lisans Tezi), Danışman: Dr. Öğr. Üyesi Betül ÖZKAYA, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, Halkla İlişkiler ve Tanıtım Anabilim Dalı, İstanbul, 2019 |
| Kenneth E. CLOW – Donald BAACK
Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi
Çev. Ed. R. Gülay ÖZTÜRK
Nobel Akademik Yayıncılık, Ankara, 2016 |
ASSESSMENT |
| Assessment & Grading of In-Term Activities |
Number of Activities |
Degree of Contribution (%) |
Description |
| Level of Contribution |
| 0 |
1 |
2 |
3 |
4 |
5 |
CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES
KNOWLEDGE |
Theoretical |
|
Programme Learning Outcomes |
Level of Contribution |
| 0 |
1 |
2 |
3 |
4 |
5 |
| 1 |
Explains communication theories, mass media and the history of communication
|
|
1 |
|
|
|
|
| 2 |
Defines the concepts related to communication, new media and journalism.
|
|
|
|
|
4 |
|
| 3 |
It compares traditional journalism with digital journalism.
|
0 |
|
|
|
|
|
KNOWLEDGE |
Factual |
|
Programme Learning Outcomes |
Level of Contribution |
| 0 |
1 |
2 |
3 |
4 |
5 |
| 1 |
It relates the concept of democracy with the fields of journalism and new media.
|
0 |
|
|
|
|
|
| 2 |
Interprets new concepts in the media on a national and international scale within the framework of journalistic activity.
|
|
|
2 |
|
|
|
| 3 |
Interprets the historical development process of the media.
|
0 |
|
|
|
|
|
SKILLS |
Cognitive |
|
Programme Learning Outcomes |
Level of Contribution |
| 0 |
1 |
2 |
3 |
4 |
5 |
| 1 |
He uses the theoretical knowledge he has acquired in the field of communication in the field of journalism.
|
|
|
|
|
4 |
|
| 2 |
Analyzes the side meanings and subtexts of media contents.
|
|
|
2 |
|
|
|
SKILLS |
Practical |
|
Programme Learning Outcomes |
Level of Contribution |
| 0 |
1 |
2 |
3 |
4 |
5 |
| 1 |
Prepares creative content in a new media environment.
|
|
|
|
|
4 |
|
| 2 |
Creates news content; publishes it in print, visual and digital media.
|
0 |
|
|
|
|
|
OCCUPATIONAL |
Autonomy & Responsibility |
|
Programme Learning Outcomes |
Level of Contribution |
| 0 |
1 |
2 |
3 |
4 |
5 |
| 1 |
It produces content in traditional media and new media and prepares it for publication.
|
0 |
|
|
|
|
|
OCCUPATIONAL |
Learning to Learn |
|
Programme Learning Outcomes |
Level of Contribution |
| 0 |
1 |
2 |
3 |
4 |
5 |
| 1 |
It follows scientific and sectoral developments on issues related to new media and journalism, interprets changes and innovations by associating them with its field.
|
|
|
|
3 |
|
|
| 2 |
Analyzes the direct relationship of the discipline of journalism with democracy.
|
0 |
|
|
|
|
|
OCCUPATIONAL |
Communication & Social |
|
Programme Learning Outcomes |
Level of Contribution |
| 0 |
1 |
2 |
3 |
4 |
5 |
| 1 |
It provides cooperation with stakeholders in the sector by using databases related to new media and journalism, information and communication technologies.
|
|
|
|
3 |
|
|
OCCUPATIONAL |
Occupational and/or Vocational |
|
Programme Learning Outcomes |
Level of Contribution |
| 0 |
1 |
2 |
3 |
4 |
5 |
| 1 |
It combines new media technologies with the practice of journalism.
|
0 |
|
|
|
|
|
| 2 |
Performs data analysis and design.
|
|
|
|
|
4 |
|
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
Workload for Learning & Teaching Activities |
| Type of the Learning Activites |
Learning Activities (# of week) |
Duration (hours, h) |
Workload (h) |
| Lecture & In-Class Activities |
14 |
3 |
42 |
| Preliminary & Further Study |
13 |
3 |
39 |
| Land Surveying |
0 |
0 |
0 |
| Group Work |
0 |
0 |
0 |
| Laboratory |
0 |
0 |
0 |
| Reading |
0 |
0 |
0 |
| Assignment (Homework) |
1 |
20 |
20 |
| Project Work |
0 |
0 |
0 |
| Seminar |
0 |
0 |
0 |
| Internship |
0 |
0 |
0 |
| Technical Visit |
0 |
0 |
0 |
| Web Based Learning |
0 |
0 |
0 |
| Implementation/Application/Practice |
0 |
0 |
0 |
| Practice at a workplace |
0 |
0 |
0 |
| Occupational Activity |
0 |
0 |
0 |
| Social Activity |
0 |
0 |
0 |
| Thesis Work |
0 |
0 |
0 |
| Field Study |
0 |
0 |
0 |
| Report Writing |
0 |
0 |
0 |
| Final Exam |
1 |
1 |
1 |
| Preparation for the Final Exam |
1 |
30 |
30 |
| Mid-Term Exam |
1 |
1 |
1 |
| Preparation for the Mid-Term Exam |
1 |
15 |
15 |
| Short Exam |
0 |
0 |
0 |
| Preparation for the Short Exam |
0 |
0 |
0 |
| TOTAL |
32 |
0 |
148 |
|
Total Workload of the Course Unit |
148 |
|
|
Workload (h) / 25.5 |
5,8 |
|
|
ECTS Credits allocated for the Course Unit |
6,0 |
|