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Information
| Code | MG3804 |
| Name | Advertising |
| Term | 2023-2024 Academic Year |
| Term | Fall and Spring |
| Duration (T+A) | 4-0 (T-A) (17 Week) |
| ECTS | 8 ECTS |
| National Credit | 4 National Credit |
| Teaching Language | Türkçe |
| Level | Doktora Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. DENİZ ZEREN |
| Course Instructor |
1 |
Course Goal / Objective
The aim of this course is to enable students to have knowledge and aspect on advertisement theory.
Course Content
This course consists of the subjects of the importance of advertisement in marketing literature, history of advertisement, types of advertisement, advertisement campaigns, advertiser and advertisement agencies, production process of advertisement , measurement of advertisement effectiveness.
Course Precondition
There are no prerequisites for the course.
Resources
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Notes
Lecture notes are provided by the instructor of the course.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain advertisement theory historically. |
| LO02 | Follow domestic and foreign advertising writing. |
| LO03 | Defines advertising terms. |
| LO04 | Explains measuring ad performance. |
| LO05 | Can make media plan. |
| LO06 | Can explain the media selection. |
| LO07 | Can explain advertising tools. |
| LO08 | Explains the importance of advertising agency and advertiser relations. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic theoretical models for business field | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Lists and identifies the theories that will contribute to the development of scientific methods and tools used in business | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Has an understanding of the legal and ethical issues faced by the Business profession | 3 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explains how to interpret the findings as a result of models used in business methods. | |
| PLO05 | Bilgi - Kuramsal, Olgusal | Creates sufficient knowledge to find a solution to the problems met by business | 4 |
| PLO06 | Bilgi - Kuramsal, Olgusal | Contributes to business by following the basic steps of the methods used in business | 4 |
| PLO07 | Bilgi - Kuramsal, Olgusal | Apply the application of business management methods. | 4 |
| PLO08 | Bilgi - Kuramsal, Olgusal | Encourages taking responsibility, claiming the lead and working effectively in a team and / or individually. | 5 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal | 5 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively | 5 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Has a good command of Turkish, as well as at least one another foreign language in accordance with the requirements of academic and work life | 5 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Develops and implements new research methods that will contribute to the development of the business field | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Develops new guidelines for the business managers’ decision making processes by researching on sub-disciplines of the business field. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Forms the basis for the decision-making process by researching on the science of business field |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Advertising | general introduction and sharing of case studies and articles | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 2 | The concept of advertising in 4Ps and communication | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 3 | Advertising history in the world and in Turkey | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 4 | Functions of Advertising | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 5 | Types of advertising | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 6 | Client firms | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 7 | Advertising agencies | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 8 | Mid-Term Exam | preparing for the exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 9 | Advertising Campains | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 10 | Advertising Process | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 11 | Advertising mediums and tools | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 12 | Advertising mediums and tools (cont.) | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 13 | Medium planning | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 14 | Advertising efficiency | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 15 | Ethics and Advertising | articles and case studies | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 16 | Term Exams | preparing for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | preparing 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 | 4 | 56 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 8 | 112 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 2 | 4 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 212 | ||
| Total Workload / 25 (h) | 8,48 | ||
| ECTS | 8 ECTS | ||