TYPE OF COURSE UNIT	Elective Course
LEVEL OF COURSE UNIT	Bachelor's Degree
YEAR OF STUDY	-
SEMESTER	-
NUMBER OF ECTS CREDITS ALLOCATED	5
NAME OF LECTURER(S)	Professor Feride Bahar Işın Associate Professor Selay Ilgaz Sümer
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Know the importance of advertising in marketing communication. 2) Know the basic concepts related to advertising. 3) Know the role of advertising in gaining a competitive advantage.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	Yes(BUS231)
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	No
COURSE DEFINITION	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.
COURSE CONTENTS	WEEK TOPICS 1st Week Introduction 2nd Week Integrated Marketing Communications 3rd Week Brand Management 4th Week Buyer Behaviors 5th Week The IMC Planning Process 6th Week Advertising Campaign Management, Advertising Design 7th Week Traditional Media Channels 8th Week Midterm Exam 9th Week Digital Marketing, Social Media 10th Week Alternative Marketing, Database and Direct Response Marketing and Personal Selling 11th Week Sales Promotions, Public Relations and Sponsorship Programs 12th Week Regulations and Ethical Concerns, Evaluating an Integrated Marketing Program 13th Week Project Presentations and Report Submission 14th Week Project Presentations and Report Submission
RECOMENDED OR REQUIRED READING	Kenneth E. Clow, Donald Baack, Integrated Advertising, Promotion, and Marketing Communications, Pearson Education, Eighth Edition. Lecture notes
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Questions/Answers,Discussion,Lecture,Project,Presentation
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 30 Project 1 20 Presentation of Case Study 5 10 Total(%) 60 Contribution of In-term Studies to Overall Grade(%) 60 Contribution of Final Examination to Overall Grade(%) 40 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 1,5 1,5 Preparation for Quiz Individual or group work Preparation for Final exam 1 45 45 Course hours 14 3 42 Preparation for Midterm exam 1 35 35 Laboratory (including preparation) Final exam 1 1,5 1,5 Homework Project 1 20 20 Case Study Presentation 5 2 10 Total Workload 155 Total Workload / 30 5,16 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	English
WORK PLACEMENT(S)	No