VOCATIONAL SCHOOL
Department of Marketing (Turkish)
MPAZ 216 | Course Introduction and Application Information
Course Name |
Direct Marketing
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
MPAZ 216
|
Fall/Spring
|
2
|
0
|
2
|
3
|
Prerequisites |
None
|
|||||
Course Language |
Turkish
|
|||||
Course Type |
Elective
|
|||||
Course Level |
Short Cycle
|
|||||
Mode of Delivery | - | |||||
Teaching Methods and Techniques of the Course | - | |||||
Course Coordinator | - | |||||
Course Lecturer(s) | ||||||
Assistant(s) | - |
Course Objectives | In this course, students are expected to perform tasks that will bring innovations and solutions on the issues and roles of direct marketing, and direct marketing tools in Turkey. |
Learning Outcomes |
The students who succeeded in this course;
|
Course Description | This course consists of issues such as direct marketing concepts, the appropriate characteristics for a direct marketer, the advantages of direct marketing, direct marketing strategies, direct marketing tools and implementation. |
|
Core Courses | |
Major Area Courses | ||
Supportive Courses |
X
|
|
Media and Management Skills Courses | ||
Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
Week | Subjects | Related Preparation |
1 | The Concept of Direct Marketing and Development | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 1-32. |
2 | Direct Marketing, Relationship and Database Marketing | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 33-66. |
3 | Direct Marketing Techniques | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 66-79. |
4 | Direct Mailing | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 127-152. |
5 | Direct Marketing TV Ads | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 153-188. |
6 | Use Media in Direct Marketing | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 188-201. |
7 | Catalogue Marketing | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 201-208. |
8 | Telephone Marketing | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 208-214. |
9 | Midterm | |
10 | Direct Sales | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 188-247. |
11 | Providing Direct Marketing and Customer Loyalty | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 222-247. |
12 | Large-Scale Enterprises and SMEs in Direct Marketing | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 247-291. |
13 | Evaluation of Direct Marketing Activities | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 291-293. |
14 | Case Studies | Pırnar Tavmergen İ., “Doğrudan Pazarlama”, (Seçkin Publishing, 2010), ISBN 9750212222, 1-32. |
15 | Review | |
16 | Final Exam |
Course Notes/Textbooks | Doğrudan Pazarlama, Pırnar Tavmergen İ., (2010), Seçkin Publishing, ISBN 9750212222. |
Suggested Readings/Materials | Doğrudan Pazarlamanın Kurucusu, Wunderman L., (2006), MediaCat Publishing, ISBN 9756347651. |
EVALUATION SYSTEM
Semester Activities | Number | Weigthing |
Participation |
1
|
10
|
Laboratory / Application | ||
Field Work | ||
Quizzes / Studio Critiques |
2
|
20
|
Portfolio | ||
Homework / Assignments | ||
Presentation / Jury | ||
Project | ||
Seminar / Workshop | ||
Oral Exams | ||
Midterm |
1
|
30
|
Final Exam |
1
|
40
|
Total |
Weighting of Semester Activities on the Final Grade |
4
|
60
|
Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
Total |
ECTS / WORKLOAD TABLE
Semester Activities | Number | Duration (Hours) | Workload |
---|---|---|---|
Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
2
|
32
|
Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
Study Hours Out of Class |
16
|
2
|
32
|
Field Work |
0
|
||
Quizzes / Studio Critiques |
2
|
5
|
10
|
Portfolio |
0
|
||
Homework / Assignments |
0
|
||
Presentation / Jury |
0
|
||
Project |
0
|
||
Seminar / Workshop |
0
|
||
Oral Exam |
0
|
||
Midterms |
1
|
8
|
8
|
Final Exam |
1
|
8
|
8
|
Total |
90
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
1
|
2
|
3
|
4
|
5
|
||
1 | To be able to know the marketing process and its environment by having the theoretical knowledge in marketing. |
X | ||||
2 | To be able to carry out marketing activities within the framework of the relevant legislation provisions by recognizing the documents related to marketing. |
X | ||||
3 | To be able to use the modern techniques, tools and information technologies required for marketing-related applications. |
X | ||||
4 | To be aware of the sales organizations, sales management and sales techniques and manage the sales process and solve the possible problems that may arise. |
|||||
5 | To be able to analyse the customer behaviour and use this information at the local and global scenarios. |
X | ||||
6 | To be able to determine and effectively use the marketing related applications for modern techniques, tools and information technologies. |
X | ||||
7 | To be able to communicate effectively in oral and written form. |
X | ||||
8 | To be able to work effectively with multi-disciplinary teams, and apply them in the work environment. |
|||||
9 | To have a wide acquaintance with the math skills and statistical knowledge required for the vocational area. |
X | ||||
10 | To be able to follow the information in the field and communicate with colleagues by using English at the general level of European Language Portfolio A2. |
|||||
11 | To be able to act as an example to the society by the needs of social life and with its attitudes and attitudes. |
|||||
12 | To have the ability of occupational information synthesizing, analysing, interpreting, questioning, criticism, and to understand the professional legal regulations to adopt a lifelong learning approach accordingly. |
X | ||||
13 | To be able to direct his/her education to a further level of education. |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest