| 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 |
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| Level of Course Unit |
| Short Cycle |
| Objectives of the Course |
| Students taking this course;
- examines the development of interactive advertising and its effects on consumers,
analyzes the use of new media in creating experience-based communication
- strategic and communicative communication of online advertising, interactive kiosks, guerrilla
analyzes aspects.
- Persuasive interactive marketing materials online and offline
user experience, content production, social media
Provides policies such as management tools. |
| Name of Lecturer(s) |
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| Learning Outcomes |
| 1 | To grasp the vital importance of interactive advertising in today's communication dynamics. | | 2 | Gain an understanding of how online and offline interactive advertising differs from conventional advertising. | | 3 | Gain an understanding of how online and offline interactive advertising differs from conventional advertising. | | 4 | Ability to analyze and discuss the creative, design and social elements that shape interactive advertising. |
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| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
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| Recommended Optional Programme Components |
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| Course Contents |
| Interactive advertising in the "human era" of course, communication and marketing.
focuses on how it becomes vital. With the analysis of the best examples, this
concepts, structures and the most popular
Familiarity with the media will help. Primarily digital
campaigns, types of digital advertising,
Youtube/Facebook/Instastories/Twitter, mobile apps, social media
efficient use of platforms such as game management, games and virtual reality.
The course that will focus on is also guerrilla, out of home, shopper.
It will also cover topics of offline interactive advertising, such as marketing. |
| Weekly Detailed Course Contents |
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| 1 | Introduction to Interactive Advertising | | | | 2 | Group Work: Analysis of the best examples of interactive advertisements. | | | | 3 | The importance of storytelling in interactive advertising | | | | 4 | Continuation of storytelling, brand stories analysis- Group work | | | | 5 | Creating and managing a social media community | | | | 6 | Twitter and Digital Measurement | | | | 7 | midterm exam | | | | 8 | How can Facebook be used more efficiently? – Targeting and evaluation | | | | 9 | Youtube and its influencers | | | | 10 | Use of VR technology – best case studies | | | | 11 | Video games – best case studies | | | | 12 | Mobile advertising / Native advertising, Best case analytics | | | | 13 | Mobile advertising / Native advertising, Best case analytics | | | | 14 | Cannes section: analysis of the best Cannes contestants in 2017 interactive | | |
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| Recommended or Required Reading |
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| Planned Learning Activities and Teaching Methods |
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| 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) | |
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| Workload Calculation |
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| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 2 | 28 |
| Brain Storming | 12 | 3 | 36 |
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| Contribution of Learning Outcomes to Programme Outcomes |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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