| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | ÜS1610.3B | Advertising | Elective | 2 | 3 | 2 |
|
| Level of Course Unit |
| Short Cycle |
| Objectives of the Course |
| The main purpose of the advertising course is to teach students the basic concepts, strategies and applications of advertising and to enable them to understand the impact of advertising on businesses and consumers. |
| Name of Lecturer(s) |
| Öğr.Gör.Fatma Betül KARACA |
| Learning Outcomes |
| 1 | Explain the place of advertising in marketing communications and define advertisements and their types. | | 2 | Explains the communication dimensions of marketing mix elements. | | 3 | It expresses the basic concepts about the functioning of advertising. | | 4 | Explains the roles and functions of advertising agencies. | | 5 | Recognizes advertising institutions. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| yok |
| Recommended Optional Programme Components |
| none |
| Course Contents |
| Definition and History of Advertising, Role and Importance of Advertising, Advertising Strategy and Planning, Target Audience Analysis, Advertising Message and Creativity, Advertising Media and Dissemination, Legal and Ethical Issues, Evaluation of Advertising Campaigns, Creative Process and Creativity in Advertising |
| Weekly Detailed Course Contents |
|
| 1 | Marketing communications and advertising | | | | 2 | Functions of advertising and types of advertising. | | | | 3 | Communication dimensions of marketing mix elements. | | | | 4 | Features of integrated marketing communication. | | | | 5 | Basic concepts, theories and models regarding the functioning of advertising. | | | | 6 | Roles and functions of advertising agencies | | | | 7 | Advertising institutions. | | | | 8 | midterm exam | | | | 9 | Developing creative advertising strategies. | | | | 10 | Consumer decision-making process in advertising. | | | | 11 | Advertising planning process | | | | 12 | Advertising message strategy | | | | 13 | Marketing dynamics and expectations from advertising. | | | | 14 | Marketing dynamics and expectations from advertising. | | | | 15 | An overview | | |
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| Recommended or Required Reading |
| lesson notes |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | none |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 2 | 28 |
| Brain Storming | 12 | 3 | 36 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 2 | 2 | 1 | 4 | 1 | 3 | 3 | 4 | 2 | 4 | | LO2 | 4 | 3 | 2 | 3 | 4 | 2 | 4 | 2 | 2 | 2 | | LO3 | 3 | 4 | 4 | 3 | 3 | 2 | 3 | 2 | 2 | 2 | | LO4 | 3 | 2 | 2 | 4 | 2 | 4 | 2 | 3 | 3 | 3 | | LO5 | 1 | 2 | 3 | 4 | 4 | 2 | 4 | 2 | 4 | 3 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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