| Course Type | Elective Course |
|---|
| Course Level | Master's Degree With Thesis |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 10 |
|---|
| 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 competitive advantage.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | MKTT 517 |
|---|
| Course Description | The aim of this course is to discuss the concept of advertisement, advertising practices in terms of management, marketing, design and examine the advertisement campaigns and advertising production process. Different strategies will be discussed in order to designate the aims and effects of advertisement. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
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 |
Planning of Media Strategy |
|
8th Week |
Mid-term examination |
|
9th Week |
Integration of Advertising with Other Communication Mix Elements |
|
10th Week |
Creation of Advertising |
|
11th Week |
Usage of Advertising Media |
|
12th Week |
Usage of Advertising Media |
|
13th Week |
Project presentations |
|
14th Week |
Project presentations |
|
15th Week |
General Review |
|
| 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 |
2 |
2 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
|
|
|
| Preparation for Final exam |
1 |
110 |
110 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
70 |
70 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
2 |
2 |
| Homework |
|
|
|
| Project |
1 |
40 |
40 |
| Article Presentation |
1 |
40 |
40 |
| Total Work Load | 306 |
| Total Work Load / 30 (h) | 10.2 |
| ECTS Credit of the Course | 10 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
