ADVERTISING AND NEW MEDIA

GRA512

Course Code: GRA512
Semester: -
Theory+Practice: 2 + 2
ECTS: 10

Course Type

Elective Course

Course Level

Master's Degree With Thesis

Year of Study

Semester

ECTS

Name of Lecturer(s)

Assistant Professor Murat Devrim Atılgan

Learning Outcomes

At the end of this course, the students;

Ability to analyze digital advertising strategies
Competence in using new media tools for creative design
Evaluate advertising campaigns in ethical and cultural contexts
Develop academic research and project-building skills

Mode of Delivery

Face to face

Prerequisites

Recommended Optional Programme Components

Course Description

The Advertising and New Media course explores the transformation of advertising in the digital age and the impact of new media environments on communication strategies. Students will compare traditional advertising methods with innovative practices on digital platforms, analyzing topics such as social media, interactive content, data-driven campaigns, and user experience. The course aims to equip students with the ability to critically evaluate the relationship between advertising and new media, develop creative solutions, and effectively utilize contemporary communication technologies.

Course Contents

WEEK	TOPICS
1^st Week	Introduction: Concepts of Advertising & New Media
2^nd Week	Digitalization and Evolution of Advertising
3^rd Week	New Media Platforms & User Behaviors
4^th Week	Social Media Advertising
5^th Week	Content Creation & Storytelling
6^th Week	Interactive Design & User Experience
7^th Week	Data Analytics & Advertising Performance
8^th Week	Midterm
9^th Week	Mobile Advertising & Applications
10^th Week	Gamification in Advertising
11^th Week	Ethics, Culture & New Media
12^th Week	International Advertising Campaigns
13^th Week	Project Presentations
14^th Week	Project Presentations, General Evaluation & Final

Recommended or Required Reading

Stafford, Marla R. & Faber, Ronald J. (2005). Advertising, Promotion, and New Media. Routledge.
Vignolles, Alexandra & Waiguny, Martin K.J. (Eds.). (2023). Advances in Advertising Research (Vol. XII): Communicating, Designing and Consuming Authenticity and Narrative. Springer.
Clow, K. E., & Baack, D. (2016). Bütünleşik reklam, tutundurma ve pazarlama iletişimi. Çeviri Edi. Gülay Öztürk. Nobel Akademik Yayıncılık.
Eser, Z., & Korkmaz, S. (2017). Pazarlamaya giriş. Siyasal Kitabevi.

Planned Learning Activities and Teaching Methods

Lecture
Discussion
Case Study

Assessment Methods and Criteria

	Quantity	Percentage (%)
Mid-term	1	25
Assignment	1	25
Project	1	25
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	4	4
Preparation for Quiz
Individual or group work	14	4	56
Preparation for Final exam
Course hours	14	4	56
Preparation for Midterm exam	1	24	24
Laboratory (including preparation)
Final exam
Homework	10	10	100
Presentation (including preperation)	1	20	20
Project	2	20	40
Total Work Load			300
Total Work Load / 30 (h)			10
ECTS Credit of the Course			10

Language of Instruction

Turkish

Work Placement(s)

Programme Qualifications / Learning Outcomes

	LO1	LO2	LO3	LO4
K1				X
K2				X
K3
K4		X
K5			X
K6			X
K7	X	X	X
K8	X
K9		X
K10	X			X
K11	X	X
K12
K13
K14
K15	X		X
K16		X		X
K17				X

	LO1	LO2	LO3	LO4
K1				X
K2				X
K3
K4		X
K5			X
K6			X
K7	X	X	X
K8	X
K9		X
K10	X			X
K11	X	X
K12
K13
K14
K15	X		X
K16		X		X
K17				X

	LO1	LO2	LO3	LO4
K1				X
K2				X
K3
K4		X
K5			X
K6			X
K7	X	X	X
K8	X
K9		X
K10	X			X
K11	X	X
K12
K13
K14
K15	X		X
K16		X		X
K17				X

	LO1	LO2	LO3	LO4
K1				X
K2				X
K3
K4		X
K5			X
K6			X
K7	X	X	X
K8	X
K9		X
K10	X			X
K11	X	X
K12
K13
K14
K15	X		X
K16		X		X
K17				X