FACULTY OF COMMUNICATION

Department of Public Relations and Advertising

PRA 210 | Course Introduction and Application Information

Course Name
Consumer Insight
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 210
Spring
3
0
3
6

Prerequisites
None
Course Language
English
Course Type
Required
Course Level
First Cycle
Mode of Delivery Online
Teaching Methods and Techniques of the Course Discussion
Group Work
Problem Solving
Case Study
Q&A
Critical feedback
Jury
Lecture / Presentation
Course Coordinator -
Course Lecturer(s)
Assistant(s)
Course Objectives This course focuses on guiding students towards discovering consumer insights through the application of qualitative probing techniques.
Learning Outcomes The students who succeeded in this course;
  • define strategically relevant consumer insights
  • execute integrated communications strategies rooted in consumer insights
  • conduct qualitative probing techniques to uncover consumer insights
  • apply analytical and critical-thinking skills to distill consumer insights
  • decide to employ the relevant qualitative probing techniques
Course Description The course will teach students to become consumer insight producers that can take more effective and strategically integrated communication decisions. Students will be expected to complete 3 projects in order to produce and use consumer insight to enable effective integrated communication decisions.

 



Course Category

Core Courses
X
Major Area Courses
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction to consumer insight. The difference between Insightful ads and Insightless ads Kelley, L. & Jugenheimer, D. W. (2015). Advertising Account Planning: Planning and Managing an IMC Campaign, 55-75. Routledge. Strong, C. (2015). Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight, 93-102, Kogan Page.
2 Introduction to the concept of brand. The reason why brands exist. What does a brand do? Brand value Aaker, David A. (2010). Building Strong Brands, Chapters 1 and 2, Simon & Schuster Ltd
3 Brand positioning, brand personality, brand identity, brand image concepts. Aaker, David A. (2010). Building Strong Brands, Chapters 3, 4 and 5. Simon & Schuster Ltd
4 How Does the Human Mind Work? The Superiority of the Emotional Brain. 7 Basic Drives, Ladder Morris, Desmond (1996). The Human Zoo: A Zoologist's Classic Study of the Urban Animal, Kodansha Globe
5 Understanding The Product
6 Understanding The Competition. Competitive Analysis
7 Midterm
8 Understanding the consumer as a person: Everyday Life, their worries and dreams Sheehan, K. B. and Robertson, C. (2019). Hitting the Sweet Spot—Again How Consumer Insights Can Inspire Better Marketing and Advertising. Melvin & Leigh, Publishers Chapters 8 and 15
9 Understanding the Zeitgeist. Why is Understanding the Zeitgeist Important? Sociological Trends Bhargava, Rovit (2020). Non Obvious Megatrends: How to See What Others Miss and Predict the Future. Ideapress Publishing
10 Deeply understanding the consumer: The difference between qualitative and quantitative research: Qualitative Research dos and don'ts. Projective Techniques.
11 Class Workshop
12 Pre-work on the project
13 Pre-work on the project
14 Project Presentations
15 Semester Review
16 Final exam

 

Course Notes/Textbooks

Sheehan K. B,& Robertson C., Hitting the Sweet Spot, 2019  Melvin & Leigh, Publishers ISBN-10 : 1733934405; ISBN-13 : 978-1733934404

 
Suggested Readings/Materials

Sheehan K. B,& Robertson C., Hitting the Sweet Spot, 2019  Melvin & Leigh, Publishers ISBN-10 : 1733934405; ISBN-13 : 978-1733934404

Cialdini, R. B., & Cialdini, R. B. (2007). Influence: The psychology of persuasion (pp. 173-174). New York: Collins. ISBN: 9780061241895 006124189X.

Sawhney, M. (2004). Insights into Customer Insights. CRM Project, 5.

Prayag, G. (2007). Exploring the relationship between destination image and brand personality of a tourist destination: An application of projective techniques. Journal of Travel and Tourism Research, 2(Fall 2007), 111-130.

Schwartz, H. (2008). Predictably Irrational: the hidden forces that shape our decisions. Business Economics, 43(4), 69-72.

Alcántara-Pilar, J. M. (Ed.). (2015). Analyzing the Cultural Diversity of Consumers in the Global Marketplace. IGI Global.207-227, 256-276. ISBN-13 : 978-1466682627

Strong, C. (2015). Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight, 93-102, Kogan Page. ISBN-10 : 9780749472115; ISBN-13 : 978-0749472115

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
20
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury
Project
1
30
Seminar / Workshop
Oral Exams
Midterm
1
25
Final Exam
1
25
Total

Weighting of Semester Activities on the Final Grade
2
45
Weighting of End-of-Semester Activities on the Final Grade
2
55
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
0
Study Hours Out of Class
14
3
42
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
0
Presentation / Jury
0
Project
1
36
36
Seminar / Workshop
0
Oral Exam
0
Midterms
1
27
27
Final Exam
1
27
27
    Total
180

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field.

2

To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods.

X
3

To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice.

4

To be able to use analytical thinking skills in the field of Public Relations and Advertising.

X
5

To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders.

6

To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field.

7

To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems.

8

To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise.

9

To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes.

10

To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising.

X
11

To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)

12

To be able to speak a second foreign at a medium level of fluency efficiently.

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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