Course Name | Introduction to Advertising |
Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
---|---|---|---|---|---|
MPAZ 250 | Fall/Spring | 1 | 2 | 3 | 5 |
Prerequisites | None | |||||
Course Language | Turkish | |||||
Course Type | Elective | |||||
Course Level | Short Cycle | |||||
Mode of Delivery | - | |||||
Teaching Methods and Techniques of the Course | ||||||
Course Coordinator | - | |||||
Course Lecturer(s) | ||||||
Assistant(s) | - |
Course Objectives | The main purpose of this course is to provide theoretical background of advertising along with current and related case studies. Besides, the importance of advertising terminology within the context of marketing and communication process. |
Learning Outcomes | The students who succeeded in this course;
|
Course Description | Basic concepts, terminology, theoretical framework, the necessities of advertising will be elaborately discussed together with practices and sector-based examples. |
Related Sustainable Development Goals | |
| Core Courses | |
Major Area Courses | X | |
Supportive Courses | ||
Media and Managment Skills Courses | ||
Transferable Skill Courses |
Week | Subjects | Required Materials |
1 | Introduction to the course and review of advertising | |
2 | Marketing and marketing communication | Odabaşı, Y. & Oyman, M. (2017). Pazarlama İletişimi Yönetimi. Mediacat, sf. 13-27. ISBN: 9758375732. |
3 | The concept and the importance of advertising | Odabaşı, Y. & Oyman, M. (2017). Pazarlama İletişimi Yönetimi. Mediacat, sf. 35-57. ISBN: 9758375732. |
4 | Theoretical framework of advertising | Odabaşı, Y. & Oyman, M. (2017). Pazarlama İletişimi Yönetimi. Mediacat, sf. 90-108. ISBN: 9758375732. |
5 | Types of advertising | Tek, Ö.B. (1999). Pazarlama İlkeleri. Beta Basım Yayım, 8. Baskı, sf. 3-26. ISBN: 9754867375. |
6 | Advertising media | Ahmet Hamdi İslamoğlu & Duygu Fırat, "Stratejik Marka Yönetimi" 3. Baskı (2016), sf. 8-36. ISBN: 6053337898. |
7 | Advertising and consumer behaviors | Erdoğan Koç, "Tüketici Davranışı ve Pazarlama Stratejileri", 4. Baskı (2012), sf. 28-44. ISBN: 9753221592. |
8 | Midterm exam | |
9 | Advertising and creativity | Kenneth E. Clow & Donald Baack (Çev. Gülay Öztürk), "Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi", 7. Baskı (2016), sf. 122-159. ISBN: 6053203971. |
10 | Critical view on advertising | Kenneth E. Clow & Donald Baack (Çev. Gülay Öztürk), "Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi", 7. Baskı (2016), sf. 394-411. ISBN: 6053203971. |
11 | Advertising in Turkey and the World | Kenneth E. Clow & Donald Baack (Çev. Gülay Öztürk), "Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi", 7. Baskı (2016), sf. 212-241. ISBN: 6053203971. |
12 | Advertising campaign | Kenneth E. Clow & Donald Baack (Çev. Gülay Öztürk), "Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi", 7. Baskı (2016), sf. 242-259. ISBN: 6053203971. |
13 | Project presentation | Students will be given projects to work on a comprehensive research. The results will be presented in class and submitted as a report |
14 | Project presentation | Students will be given projects to work on a comprehensive research. The results will be presented in class and submitted as a report |
15 | Review of the Semester | |
16 | Review of the Semester |
Course Notes/Textbooks |
|
Suggested Readings/Materials |
Semester Activities | Number | Weigthing |
Participation | 1 | 10 |
Laboratory / Application | ||
Field Work | ||
Quizzes / Studio Critiques | ||
Portfolio | ||
Homework / Assignments | ||
Presentation / Jury | ||
Project | 1 | 40 |
Seminar / Workshop | ||
Oral Exam | ||
Midterm | 1 | 20 |
Final Exam | 1 | 30 |
Total |
Weighting of Semester Activities on the Final Grade | 3 | 60 |
Weighting of End-of-Semester Activities on the Final Grade | 1 | 40 |
Total |
Semester Activities | Number | Duration (Hours) | Workload |
---|---|---|---|
Course Hours (Including exam week: 16 x total hours) | 16 | 1 | 16 |
Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | 2 | |
Study Hours Out of Class | 16 | 2 | 32 |
Field Work | |||
Quizzes / Studio Critiques | |||
Portfolio | |||
Homework / Assignments | |||
Presentation / Jury | |||
Project | 1 | 20 | |
Seminar / Workshop | |||
Oral Exam | |||
Midterms | 1 | 10 | |
Final Exams | 1 | 15 | |
Total | 125 |
# | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
1 | To be able to know the marketing process and its environment by having the theoretical knowledge in marketing. | X | ||||
2 | To be able to carry out marketing activities within the framework of the relevant legislation provisions by recognizing the documents related to marketing. | X | ||||
3 | To be able to use the modern techniques, tools and information technologies required for marketing-related applications. | X | ||||
4 | To be aware of the sales organizations, sales management and sales techniques and manage the sales process and solve the possible problems that may arise. | X | ||||
5 | To be able to analyse the customer behaviour and use this information at the local and global scenarios. | X | ||||
6 | To be able to determine and effectively use the marketing related applications for modern techniques, tools and information technologies. | X | ||||
7 | To be able to communicate effectively in oral and written form. | X | ||||
8 | To be able to work effectively with multi-disciplinary teams, and apply them in the work environment. | |||||
9 | To have a wide acquaintance with the math skills and statistical knowledge required for the vocational area. | X | ||||
10 | To be able to follow the information in the field and communicate with colleagues by using English at the general level of European Language Portfolio A2. | |||||
11 | To be able to act as an example to the society by the needs of social life and with its attitudes and attitudes. | X | ||||
12 | To have the ability of occupational information synthesizing, analysing, interpreting, questioning, criticism, and to understand the professional legal regulations to adopt a lifelong learning approach accordingly. | X | ||||
13 | To be able to direct his/her education to a further level of education. | X |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest