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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 classical, modern and postmodern theories of marketing science. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines scientific methods and tools used in marketing. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Develops research models by determining the variables related to the subjects of marketing science. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results obtained by applying the research models based on the marketing theories. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can produce solutions to the problems faced by today's marketing profession groups with appropriate methods. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can implement the basic steps of the methods used in the field of marketing. | 4 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can develop solutions by using the knowledge gained in the field of marketing. | 5 |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work effectively by taking responsibility in individual and/or team work. | 5 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal. | 5 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively. | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Can use information and communication technologies to access, analyze and interpret information in the field of marketing. | 4 |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present information, comments and suggestions related to the field of study in written and orally in accordance with the requirements of academic and business life. | 5 |
| PLO13 | Yetkinlikler - Alana Özgü Yetkinlik | Can develop and apply original research methods and tools that will contribute to the development of the field of marketing. | |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | 3 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of social, cultural and environmental issues. | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Forms the basis for the decision-making process of organizations and practitioners. | 4 |
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 | ||