TRANSMEDIA AND MARKETING PROGRAMME COURSE DESCRIPTION

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 :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assoc.Prof. ŞEBNEM GÜRSOY ULUSOY
Instructor(s) of the Course Unit	Assoc.Prof. ÇAĞLA KAYA İLHAN
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

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1						4
2					3

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1						4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	By graduating from this department student relates between concepts, topics and techniques in the field of media and communication.					4
2	Discusses the solutions of problems related to the field.						5

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Applies the techniques and solutions in the field of New Media and Communication to the problems encountered in the media sector.					4
2	Changes the existing solutions for academic and sectoral problems in the field of New Media and Communication in accordance with current needs.						5

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Applies independent working methods related with New Media and Communication field.					4
2	Manages teamworks related with his / her field.	0
3	Relates between different interdisciplinary methods and the ones in his/her field.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Compares whether the concepts and techniques in the field of New Media and Communication are up-to-date and analyze whether these concepts and techniques are applicable.				3
2	Summarizes the literature in his/her field.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Produces methods and solutions for other representatives of New Media and Communication field.						5
2	Organizes group studies in his/her field.				3
3	Explains thoughts in interpersonal discussions about the field.					4

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Produces new information and techniques about his/her field.					4
2	Predicts the future developments and problems in his/her field.					4
3	Examines the results of studies related with New Media and Communication field.					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