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Information
| Code | EMG43708 |
| Name | Advertising |
| Term | 2023-2024 Academic Year |
| Semester | . Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 5 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Uzaktan Öğretim |
| Catalog Information Coordinator | Prof. Dr. DENİZ ZEREN |
Course Goal / Objective
The aim of this course is to enable students to have experience about advertisement management and advertisement production by practising.
Course Content
This course consists of the subjects related to advertisement, advertisement tools, advertisement campaign process.
Course Precondition
There are no prerequisites for the course.
Resources
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Notes
Current and essential academic articles, best practice examples
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Define functions of advertisement in an organization. |
| LO02 | Define importance of advertisement in promotiom mix. |
| LO03 | Plan advertisement campaigns. |
| LO04 | Explains the advertiser and agency relations. |
| LO05 | Plans digital marketing campaigns. |
| LO06 | Uses all integrated marketing communications tools. |
| LO07 | Builds marketing communication measurement and evaluation processes. |
| LO08 | Creates and distributes a marketing communications budget. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Describes the basic functions of marketing and explains their relations with each other. | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines the basic theories and models of marketing management, numerical and statistical methods. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Gathers and analyzes marketing information needed by businesses according to scientific research principles. | 5 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can evaluate the results of the models applied in marketing management in terms of different sectors. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Defines marketing problems arising from internal and external environmental conditions and changes. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can solve basic marketing problems with analytical thinking skills. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Explains all the basic functions of marketing conceptually. | 4 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using numerical and statistical analysis programs in the solution of marketing problems. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Reports the results of marketing researches to be used in managerial decision making processes. | 5 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Follows and comments on developments in the field of marketing. | 5 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Works effectively as a team member and takes the necessary responsibility within the team. | 5 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Explains the basic marketing concepts and the relationship between basic economic concepts and business management concepts. | 4 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can synthesize the information obtained by using different sources within the framework of academic rules. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | 4 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can effectively present the information and comments obtained by using different sources within the framework of academic rules, verbally and in writing. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Effectively uses terms and concepts in marketing terminology in written and oral presentations. | |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Can make decisions to meet customer needs in a competitive environment. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Definitions of Advertisement | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 2 | History of Advertisement, Economic and Social Dimensions od Advertisement, Classification of Advertisement | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 3 | Advertising | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 4 | Ad Agencies, Advertisers | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 5 | Printed Advertisements | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 6 | Electronic Advertisements | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 7 | Direct Mail, Sales Promotions | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 8 | Mid-Term Exam | Preparing for exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 9 | Opendoor Ad Tools | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 10 | The Concept of Campaign and The Importance of Creativity | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 11 | Production Process of Printed Ads | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 12 | Production Process of Digital Ads | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 13 | Media Planning and Buying | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 14 | Measurement of Ad Efficiency, Advertisement Ethics and Regulations | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 15 | Presentations, Evaluation of Projects | Reading related parts from required materials | Ölçme Yöntemleri: Performans Değerlendirmesi |
| 16 | Term Exams | Preparing for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Preparing for exam | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 114 | ||
| Total Workload / 25 (h) | 4,56 | ||
| ECTS | 5 ECTS | ||