| 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;
- Can explain basic advertising concepts, the roles of advertisers and advertising agencies, and the organizational structures of advertising agencies.
- Can apply methods for research, targeting, target market analysis, and identifying communication problems during the advertising campaign process.
- Can develop creative strategies and generate content ideas for traditional, digital, and alternative advertising applications.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | None |
|---|
| Course Description | In this course, the stages of advertising campaigns?research, planning, strategy development, creative execution, media planning, and measurement?are addressed through a holistic approach. The course examines the relationship between advertisers and advertising agencies, target market and target audience analysis, identifying communication problems, establishing campaign objectives, and the creative strategy development process. It also covers content production across traditional and digital media, alternative advertising practices, as well as media and scheduling planning. Furthermore, in line with current advertising practices, the course covers the use of artificial intelligence tools and algorithms in advertising campaigns, with the aim of enabling students to evaluate current technologies within the context of advertising strategies. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Course Overview |
|
2nd Week |
Basic Advertising Concepts |
|
3rd Week |
Advertisers and Advertising Agencies, Advertising Agency Structure |
|
4th Week |
Research in Advertising Campaigns: Targeting, Measurement |
|
5th Week |
Target Market Analysis and Identifying Communication Problems |
|
6th Week |
Advertising Campaign Planning Process |
|
7th Week |
Defining the Campaign Objective, the Impact Dimensions Model |
|
8th Week |
Alternative Advertising |
|
9th Week |
Creative Strategy in Advertising Campaigns |
|
10th Week |
Media and Timing Planning |
|
11th Week |
Content Production in Traditional Media |
|
12th Week |
Content Production in Digital Media |
|
13th Week |
Artificial Intelligence Tools and Algorithms in Advertising Campaigns |
|
14th Week |
Term Evaluation |
|
| Recommended or Required Reading | Ülker, Yelda; Dönmez, Sedat; ve Babür Tosun, Nurhan (2023) Reklam Kampanyası Yönetimi. İstanbul: Beta |
|---|
| Planned Learning Activities and Teaching Methods |
- Discussion
- Lecture
- Questions/Answers
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
40 |
| Attendance |
1 |
10 |
| Total(%) |
|
50 |
| Contribution of In-term Studies to Overall Grade(%) |
|
50 |
| Contribution of Final Examination to Overall Grade(%) |
|
50 |
| 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 |
60 |
60 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
50 |
50 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
2 |
2 |
| Homework |
|
|
|
| Total Work Load | 156 |
| Total Work Load / 30 (h) | 5.2 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
