| Course Type | Elective Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Understand the importance of advertising in marketing communication.
- Learn the creative strategies in advertising.
- Know the role of advertising in gaining a competitive advantage.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | Man438 Services Marketing |
|---|
| Course Description | The role of advertising in a free economy, and its place in the media of mass communications, basic advertising terminology, application of advertising principles, production methods, costs, research and media analysis A study of advertising appeals, product and market research, media analysis, message analysis, cost, ethics and advertising campaigns will be covered.
Students who miss more than 30% of total class hours receive an F2 grade. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Class Orientation and What is Advertising? |
|
2nd Week |
Development of Advertising |
|
3rd Week |
Scopes of Advertising: From Local to Global |
|
4th Week |
Foundations of Advertising |
|
5th Week |
Market Segmentation and Marketing Mix: Identifiers of Advertising |
|
6th Week |
Research: Gathering Information for Advertising Planning |
|
7th Week |
Midterm |
|
8th Week |
Planning of Media Strategy |
|
9th Week |
Integration of Advertising with Other Communication Mix Elements |
|
10th Week |
Creation of Advertising |
|
11th Week |
Usage of Advertising Media |
|
12th Week |
Project presentations |
|
13th Week |
Project presentations (continued) |
|
14th Week |
Project presentations (continued) |
|
| Recommended or Required Reading | William F. Arrens, Michael Weigold, Christien Arrens, Contemporary Advertising, 2008, McGrawHill |
|---|
| Planned Learning Activities and Teaching Methods |
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
30 |
| Project |
1 |
30 |
| Presentation of Article |
1 |
15 |
| Total(%) |
|
75 |
| Contribution of In-term Studies to Overall Grade(%) |
|
75 |
| Contribution of Final Examination to Overall Grade(%) |
|
25 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
1 |
1 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
1 |
14 |
14 |
| Preparation for Final exam |
1 |
28 |
28 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
28 |
28 |
| Laboratory (including preparation) |
1 |
36 |
36 |
| Final exam |
1 |
1 |
1 |
| Homework |
|
|
|
| Total Work Load | 150 |
| Total Work Load / 30 (h) | 5 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
