At the end of this course, the students; 1) Recognize the concept of marketing communication and the relevant framework, 2) Know classical and new approaches related to marketing communication, 3) Can design and manage a marketing communication that is especially suitable for the requirements of digital channels.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
-
COURSE DEFINITION
In today's world, when we say "marketing communication", it is understood; It is no longer just a series of mechanical actions to introduce products or services to the final consumer and make them preferable. When we talk about marketing communication today, the main emphasis is; To a large extent, it is the stories and the empathy we create with our brand ambassadors that we gather around these stories, such as the tribe members gathered at the fire pit. This indicates that the rules and application methods of marketing communication have been transformed. Now, experiences are included in the business and concepts such as customer experience, social responsibility or integrated marketing, especially in digital, are becoming the new keys of marketing communication.
The aim of the course is to talk about new trends in parallel with this transformation, and especially the role and importance of storytelling in marketing communication. How storytelling works in the context of visual communication design and marketing communication in particular will be discussed in detail and discussions will be carried out on the examples to be examined.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Meeting and general information about course content/operation
2nd Week
What is marketing communication? Historical development and basic elements of marketing communication
3rd Week
Introduction to traditional and modern approaches to marketing communication. Differences and similarities
4th Week
Overview of the dynamics and basic concepts of traditional marketing communications. Case studies and discussion
5th Week
An overview of the dynamics and basic concepts of digitalization and modern marketing communication. Case studies and discussion
6th Week
The concept of storytelling, its importance and basic features
7th Week
The concept of storytelling in the context of modern marketing communication, its use and its contributions to marketing
8th Week
Types of stories in modern marketing communication: concepts of brand, marketing and sales stories and their differences from each other
9th Week
Creating a brand story, rules of storytelling for large and small brands, creating brand loyalty with stories
10th Week
Story design: planning story, narrative stages, building structure, success factors and selecting right story
11th Week
Story design for the masses and Aristotle's rhetorical techniques: Ethos, pathos, logos
12th Week
Storytelling strategies: involving the customer, igniting emotions, expressing oneself, creating visual language and constructing a visual narrative
13th Week
Examination and discussion of sample marketing communication stories
-Hikaye Anlatan Hayvan - Jonathan Gottschall. Sola Unitas Yayınları. -Hikaye Tasarımı - Gaston Legorburu , Darren McColl. MediaCat Yayıncılık. -A'dan Z'ye Pazarlama - Philip Kotler. MediaCat Yayıncılık. -Postmodern Pazarlamayı Anlamak - Yavuz Odabaşı. MediaCat Yayıncılık.
Recommended Resources:
-Hikaye Oksijendir. - Sait Aytemur. MediaCat Yayıncılık. -Süt Almaya Çıktım Ama Eve Bir Bisikletle Döndüm - Jochen Mai. The Kitap Yayınları. -Tüketici Nasıl Düşünür? - Gerald Zaltman. MediaCat Yayıncılık. -Bir+Bir=Üç - Dave Trott. MediaCat Yayıncılık. -Pazarlama İletişimi Yönetimi. - Yavuz Odabaşı ve Mine Oyman. MediaCat Yayıncılık. -Dijital Pazarlamada Güncel Araştırmalar - Cansu Tor Kadıoğlu. Artikel Akademi Yayınları.
