TÜRKÇE
ENGLISH
Information
| Code | BAC433 |
| Name | Advertising and Promotion |
| Term | 2023-2024 Academic Year |
| Semester | 7. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. MURAT İSMET HASEKİ |
| Course Instructor |
1 |
Course Goal / Objective
It aims to teach the importance of advertising in integrated marketing activities, advertising management process and functioning, regulations related to advertising on the basis of national and international examples.
Course Content
Students who take this course should have general information about the outline of the Advertising Ecosystem; It is expected to develop an understanding of effective observation, analysis, planning, communication and advertising methods, using customer-oriented design methods.
Course Precondition
No preresiquite
Resources
Advertising and Advertising, Müge Elden, Say Publishing, İstanbul, 6.Edition, 2022.
Notes
Advertising, Müge Elden and Füsun Topsümer, İletişim Publications, İstanbul, 2020.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines creative strategies in advertising. |
| LO02 | Applies effective communication and strong persuasion skills in the field of advertising. |
| LO03 | It gives an example of a creative concept by developing a strategy according to customer demand. |
| LO04 | Applies creative and appropriate media-media planning to solve the marketing problem. |
| LO05 | Gives examples of advertising effectiveness. |
| LO06 | Defines advertising ethics. |
| LO07 | Since he/she will have information about the advertising environment and tools, he/she will make more effective and efficient decisions in this area. |
| LO08 | Implements advertising campaigns and campaign design studies more effectively. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explain all the basic functions of the business conceptually. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explain the basic economic concepts and the relationship between basic economic concepts and business management concepts. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Define the basic information about the law discipline related to the field of business administration. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Transfer information about the field of business in the language of learning by using effective verbal, written and visual communication methods. | 4 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives. | 5 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Determine appropriate methods to solve business problems. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Research in the field of business and reports the results of the research for use in managerial decision-making processes. | |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Effectively work as a team and takes the necessary responsibility within the team. | 3 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | As well as professional development, improve him-/herself continuously in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning. | 4 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning. | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Use basic numerical and statistical analysis programs of business management. | 4 |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Monitor the external environment factors such as sector structure, competition, technology, economy, politics and culture that affect the activities of businesses and interpret their effects on businesses. | 4 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use/report/interpret Business Information Systems and sub-modules required by business management. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use Turkish and at least one foreign language in accordance with the requirements in academic and business life. | 4 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Become aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. | |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Historical Development of Advertisement in the World and in Our Country | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Beyin Fırtınası |
| 2 | Concept of Advertisement | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Anlatım |
| 3 | Advertising in the Interface of Marketing and Communication | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 4 | Advertiser Decision Processes | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Soru-Cevap, Anlatım |
| 5 | Advertising Agencies | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Gösteri |
| 6 | Advertising Campaigns | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Gösteri |
| 7 | Advertising Production | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Tartışma, Beyin Fırtınası, Gösteri |
| 8 | Mid-Term Exam | Preparation for the Exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Advertising Media and Tools | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Anlatım, Gösteri |
| 10 | Media Planning | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Anlatım |
| 11 | Evaluation of Advertising Effectiveness | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 12 | Advertising Industry | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Anlatım |
| 13 | Advertising Ethics | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 14 | Content Marketing in Advertising | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Anlatım |
| 15 | Advertisement Legislation | Lecture-Presentation-Mutual Interpretation | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Preparation for the Exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Preparation for the Exam | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 7 | 7 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 109 | ||
| Total Workload / 25 (h) | 4,36 | ||
| ECTS | 4 ECTS | ||