COURSE UNIT TITLE

: EXPERIENTIAL MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
SEC 4051 EXPERIENTIAL MARKETING ELECTIVE 3 0 0 5

Offered By

Tourism Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

DOCTOR DOĞU KAYIŞKAN

Offered to

Tourism Management

Course Objective

Within the scope of Experience Marketing course; it is aimed to investigate the studies done in the area of experience marketing which is one of the new marketing fields developed depending on the changing consumer and to be able to examine them in accordance with the theoretical approaches in communication and advertising field.

Learning Outcomes of the Course Unit

1   Perception of the concept of experiential marketing and establishing relationships with tourism
2   Ability to transfer experiential marketing and target audience characteristics and differences of these elements to advertising strategies
3   To be able to examine experiential marketing strategies within the campaign

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 The concept of the new economy and the changing consumer in the new economy
2 Experience economy
3 Consumption types in the experience economy
4 Managing customer experience
5 Developing an experiential strategy
6 Implementation of experience design and marketing
7 Mid-term exam
8 Mid-term exam
9 Anatomy of an experiential marketing campaign
10 Digital transformation and experiential marketing
11 Performance measurement in experiential marketing
12 Converting to an experience brand
13 Examine the existing studies and reveal the advertising relationship with the experience marketing
14 Examination of experience marketing strategies in advertising campaigns
15 Final Exam
16 Final Exam

Recomended or Required Reading

Deneyimsel Pazarlama, Selma Kalyoncuoğlu, Ankara, 2018, ss.175
Deneyimsel Pazarlama, Kadir Deligöz, Ankara, 2018, ss.118

Planned Learning Activities and Teaching Methods

Lecture and sample analysis

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 VZ Vize
2 FN Final
3 BNS BNS VZ*0.40+FN * 0.60
4 BUT Bütünleme Notu
5 BBN Bütünleme Sonu Başarı Notu VZ*0.40+BUT * 0.60


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

1.Midterm Exam: Mid-term exam covers the topics examined in the course and weekly assignments (40%).
2.Final Exam: Final exam covers all subjects in the course content. Students are also responsible for the discussion, practice and case studies (60%).

Assessment Criteria

Exam papers will be evaluated regarding the level of understanding, as well as defining the causality between the basic concepts and issues of the lecture, ability of giving examples and analytical thought, and using relevant terminology.

Language of Instruction

Turkish

Course Policies and Rules

1. It is obligatory to attend at least 70% of the classes
2. Plagiarism of any type will result in disciplinary action.
3. It is essential that students make use of the reading list
4. Students are expected to be involved in class discussions

Contact Details for the Lecturer(s)

avsar.kurgun@deu.edu.tr

Office Hours

Wednesday / 10:00-12:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Developing the project 1 20 20
Preparation for midterm exam 1 5 5
Preparation for final exam 1 15 15
Reading 12 2 24
Preparing presentations 1 10 10
Midterm 1 2 2
Final 1 2 2
TOTAL WORKLOAD (hours) 114

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12
LO.15
LO.255
LO.35

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

Copyright 2015 DEÜ. BİD

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