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)	Associate Professor Burçe Akcan
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Learns all steps of advertising campaign production, from the brief to the final testing process. 2) Understands the importance of strategy and creativity in advertising. 3) Can do media planning.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	None
COURSE DEFINITION	This course is about the general process of advertising campaign production including brief, background research, strategy development, creative strategy, media planning and target audience analyses.
COURSE CONTENTS	WEEK TOPICS 1st Week Course promotion, advertising concept and advertising in the marketing mix 2nd Week Two main actors of advertising communication: advertiser and advertising agency; advertising agency structuring 3rd Week Advertising campaign planning process: review of client brief and current situation 4th Week Target market review: personal, psychological, cultural, social factors 5th Week Identifying the communication problem, determining the campaign purpose, advertising impact models 6th Week Determining the creative strategy and idea in the advertising campaign 7th Week Media planning in advertising campaign: determining the environment and time 8th Week MIDTERM 9th Week Content production in traditional media 10th Week Content production in digital media 11th Week Ad impact measurement 12th Week Campaign evaluations 13th Week Campaign evaluations 14th Week Campaign evaluations
RECOMENDED 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
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 30 Practice 1 30 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 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 Workload 156 Total Workload / 30 5,2 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No