| 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
|
| LEARNING OUTCOMES OF THE COURSE UNIT |
At the end of this course, the students;
1) Understand the importance of advertising in marketing communication.
2) Learn the creative strategies in advertising.
3) Know the role of advertising in gaining a competitive advantage.
|
| MODE OF DELIVERY | Face to face |
| PRE-REQUISITES OF THE COURSE | No |
| RECOMMENDED OPTIONAL PROGRAMME COMPONENT | Man438 Services Marketing |
| 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 | 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 | 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 | Project presentations | | 13th Week | Project presentations | | 14th Week | Project presentations |
|
| RECOMENDED OR REQUIRED READING | William F. Arrens, Michael Weigold, Christien Arrens, Contemporary Advertising, 2008, McGrawHill |
| PLANNED LEARNING ACTIVITIES AND TEACHING METHODS | Lecture,Discussion |
| 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 WORKLOAD |
| Activities |
Number |
Hours |
Workload |
| 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 Workload | | | 150 |
|---|
| Total Workload / 30 | | | 5 |
|---|
| ECTS Credits of the Course | | | 5 |
|---|
|
| LANGUAGE OF INSTRUCTION | Turkish |
| WORK PLACEMENT(S) | No |
| | |
