PUBLIC RELATIONS AND ADVERTISING | |||||
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Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | IKU-H-311 | ||||||||
Course Title: | Neuromarketing | ||||||||
Course Semester: | 6. Semester / Spring | ||||||||
Course Credits: |
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Language of instruction: | TR | ||||||||
Prerequisite of the course: | No | ||||||||
Type of course: | Non-Departmental Elective | ||||||||
Level of course: |
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Course Lecturer(s): | Aslı Erdoğdu |
Course Objectives: | The main purpose of this course; to provide students with awareness of the neuromarketing discipline. |
Course Objective: | To be able to look at the topics covered in this course critically and creatively. |
Mode of Delivery: | E-Learning |
Knowledge (Described as Theoritical and/or Factual Knowledge.) | ||
1) Can express the concepts related to neuromarketing, the structure and functioning of the brain at a basic level, the effects of neuromarketing on consumer purchasing decisions, advertising and subliminal concepts. |
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Skills (Describe as Cognitive and/or Practical Skills.) | ||
1) Can evaluate how methods derived from consumer psychology and neuroscience are used in advertisements.
Can understand and evaluate the nature of consumers' evaluation and decision-making processes.
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Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.) | ||
1) Understands the effects of neuroscience methods on marketing strategies.
Explain the basic principles and theories of consumer psychology and consumer neuroscience.
Can analyze the basic physiological and neural processes and marketing actions (advertising, branding, pricing, etc.) underlying consumer decision making.
Can critically evaluate marketing neuroscience research insights in selected marketing practices. |
Week | Subject | ||
1) | Introduction to Neuromarketing | ||
2) | Neuromarketing Techniques and Fields of Useage | ||
3) | The Structure and Functioning of the Brain and Its Relationship with Neuromarketing | ||
4) | Consumer and Consumption Facts | ||
5) | Factors Affecting Consumer Behaviors and Purchasing Decision Prosess | ||
6) | Stimulants Affecting Consumer Purchase Decisions | ||
7) | General Assessment | ||
8) | Mid-term Exam | ||
9) | Advertising and Perception | ||
10) | Advertising, Impulse, Motivation and Decision Making | ||
11) | Conscious, Subconscious, Subliminal Messages and Archetypes | ||
12) | Factors Affecting the Perception of Subliminal Messages | ||
13) | Subliminal Message Techniques | ||
14) | Subconscious Images | ||
15) | General Assessment | ||
16) | Final | ||
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No Effect | 1 Lowest | 2 Average | 3 Highest |
Ders Öğrenme Kazanımları | 1 |
2 |
3 |
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Program Outcomes | ||||||||||||||
1) Analyzes the problems related to the subject by identifying the problems related to the field. | ||||||||||||||
2) Compares the knowledge and facts in the field with fields such as Sociology, Journalism, Television and Media. | ||||||||||||||
3) Identifies the basic concepts and disciplines in his/her field. | ||||||||||||||
4) Graduates of this program conduct research and analysis in the fields of public relations and advertising. | ||||||||||||||
5) Determines the problems encountered in public relations and advertising activities by making use of the theoretical and applied knowledge gained in the field. | ||||||||||||||
6) Takes part in public relations campaigns and advertising projects and fulfills the tasks assigned to him/her within the team. | ||||||||||||||
7) Designs a communication plan by taking responsibility for the problems that may arise in the field. | ||||||||||||||
8) Develops new strategies with a critical perspective against the problems that may arise. | ||||||||||||||
9) Follows current developments in the field and carries out studies. | ||||||||||||||
10) Applies creative persuasion and presentation techniques. | ||||||||||||||
11) He/she carries out projects for the benefit of the country and society in which he/she lives. | ||||||||||||||
12) Expresses his/her ideas about advertising and public relations effectively to relevant persons and institutions. | ||||||||||||||
13) Determines career goals in line with the information obtained. | ||||||||||||||
14) Analyzes and interprets the social and global effects of communication issues. |
Q & A | |
Case Problem Solving/ Drama- Role/ Case Management | |
Laboratory | |
Quantitative Problem Solving | |
Fieldwork | |
Group Study / Assignment | |
Individual Assignment | |
WEB-based Learning | |
Internship | |
Practice in Field | |
Project Preparation | |
Report Writing | |
Seminar | |
Supervision | |
Social Activity | |
Occupational Activity | |
Occupational Trip | |
Application (Modelling, Design, Model, Simulation, Experiment et.) | |
Reading | |
Thesis Preparation | |
Field Study | |
Student Club and Council Activities | |
Other | |
Logbook | |
Interview and Oral Conversation | |
Research | |
Watching a movie | |
Bibliography preparation | |
Oral, inscribed and visual knowledge production | |
Taking photographs | |
Sketching | |
Mapping and marking | |
Reading maps | |
Copying textures | |
Creating a library of materials | |
Presentation |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | % 0 | |
Laboratory | % 0 | |
Application | % 0 | |
Practice Exam | % 0 | |
Quizzes | % 0 | |
Homework Assignments | % 0 | |
Presentation | % 0 | |
Project | % 0 | |
Special Course Internship (Work Placement) | % 0 | |
Field Study | % 0 | |
Article Critical | % 0 | |
Article Writing | % 0 | |
Module Group Study | % 0 | |
Brainstorming | % 0 | |
Role Playing + Dramatizing | % 0 | |
Out of Class Study | % 0 | |
Preliminary Work, Reinforcement | % 0 | |
Application Repetition etc. | % 0 | |
Homework (reading, writing, watching movies, etc.) | % 0 | |
Project Preparation + Presentation | % 0 | |
Report Preparation + Presentation | % 0 | |
Presentation / Seminar Preparation + Presenting | % 0 | |
Oral examination | % 0 | |
Midterms | 1 | % 40 |
Final | 1 | % 60 |
Report Submission | % 0 | |
Bütünleme | % 0 | |
Kanaat Notu | % 0 | |
Committee | % 0 | |
Yazma Ödev Dosyası | % 0 | |
Portfolio | % 0 | |
Take-Home Exam | % 0 | |
Logbook | % 0 | |
Discussion | % 0 | |
Participation | % 0 | |
total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 40 | |
PERCENTAGE OF FINAL WORK | % 60 | |
total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 16 | 32 |
Laboratory | ||
Application | ||
Practice Exam | ||
Special Course Internship (Work Placement) | ||
Field Work | ||
Study Hours Out of Class | ||
Article Critical | ||
Article Writing | ||
Module Group Study | ||
Brainstorming | ||
Role Playing + Dramatizing | ||
Out-of-Class Study (Pre-study, Reinforcement, Practice Review, etc.) | ||
Homework (reading, writing, watching movies, etc.) | ||
Project Preparation + Presentation | ||
Report Preparation + Presentation | ||
Presentation / Seminar Preparation + Presenting | ||
Oral examination | ||
Preparing for Midterm Exams | 1 | 2 |
MIDTERM EXAM (Visa) | 1 | 2 |
Preparing for the General Exam | 1 | 2 |
GENERAL EXAM (Final) | 1 | 2 |
Participation | 16 | 32 |
Discussion | 16 | 32 |
Portfolio | ||
Take-Home Exam | ||
Logbook | ||
Total Workload | 104 | |
ECTS (30 saat = 1 AKTS ) | 3 |