Public Relations and Advertising
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code: HIR035
Course Name: Neuromarketing
Semester: Fall
Course Credits:
ECTS
5
Language of instruction: Turkish
Course Condition:
Does the Course Require Work Experience?: No
Type of course: Departmental Elective
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery: E-Learning
Course Coordinator: Araş. Gör. AZİZ ARSLAN
Course Lecturer(s): Prof. Dr. Hatice Öz Pektaş
Course Assistants:

Course Objective and Content

Course Objectives: The course aims to provide an insight into the function of basic brain mechanisms in consumer choices.
Course Content: Within the scope of the course, an answer is sought to the question of how the human brain works and how to use it in marketing.

Learning Outcomes

The students who have succeeded in this course;
1) Knows the basic concepts of neuromarketing in detail,
2) Can critically approach existing practices,
3) Analyzes consumer behavior and develops new ideas,
4) Develop innovative ideas and conduct advanced discussions in neuromarketing

Course Flow Plan

Week Subject Related Preparation
1) Introduction to Neuromarketing n/a
2) Conceptual foundations of neuromarketing n/a
3) Techniques used in neuromarketing n/a
4) Commercial Film Optimization n/a
5) Neuromarketing and brand perception n/a
6) User tests n/a
7) Research methods for marketing n/a
8) Midterm n/a
9) Neuromarketing and mental functions n/a
10) The mind and the impulse to buy n/a
11) The mental background of the act of purchasing n/a
12) Advertisements and codes used n/a
13) General assessment and ethics n/a
14) Final exam n/a

Sources

Course Notes / Textbooks: Patrick Renvoise, Nöro Marketing, Mediacat Yayn., 2016.
References: Martin Lindstrom, Buyology, Optimist, 2009.
Leonard Mlodinow, Subliminal:Bilinçdışınız Davranışlarınızı Nasıl Yönetir?, Okuyan Us Yayınları, 2013.

Course - Program Learning Outcome Relationship

Course Learning Outcomes

1

2

3

4
Program Outcomes
1) They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. 2 2 3 1
2) They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. 1 2 2 1
3) They have knowledge and skills about changing and evolving communication methods and technologies. 1 2 1 1
4) Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. 2 1 1 1
5) By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. 1 1 1 1
6) They combine different communication areas in a holistic and strategic way. 3 2 1 2
7) They use written and verbal communication skills effectively. 2 2 1 2
8) They develop and implement strategies by thinking creatively and critically. 1 2 2 1
9) They have management skills. 2 2 1 1
10) They use research capability effectively. 2 3 1 2
11) They have an ethical business understanding and social responsibility. 3 2 2 2
12) They have capable of analytical thinking and problem solving. 2 2 2 1
13) They have teamwork skills. 1 1 2 1
14) They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. 2 1 1 2
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. 2 2 3 2

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Average 3 Highest
       
Program Outcomes Level of Contribution
1) They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. 2
2) They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. 3
3) They have knowledge and skills about changing and evolving communication methods and technologies. 2
4) Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. 1
5) By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. 3
6) They combine different communication areas in a holistic and strategic way. 1
7) They use written and verbal communication skills effectively. 2
8) They develop and implement strategies by thinking creatively and critically. 2
9) They have management skills. 2
10) They use research capability effectively. 2
11) They have an ethical business understanding and social responsibility. 3
12) They have capable of analytical thinking and problem solving. 2
13) They have teamwork skills. 1
14) They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. 2
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. 2

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Midterms 1 % 40
Final 1 % 60
total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
total % 100

Workload and ECTS Credit Calculation

Activities Number of Activities Workload
Course Hours 12 36
Study Hours Out of Class 13 74
Midterms 1 3
Final 1 3
Total Workload 116