ADVERTISING
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
ADV2681	Advertising Management and Strategy	Fall	3	0	3	8

Basic information

Language of instruction:	English
Type of course:	Must Course
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Assoc. Prof. HANDE BİLSEL
Course Lecturer(s):	Assoc. Prof. HANDE BİLSEL
Recommended Optional Program Components:	None
Course Objectives:	This course aims to teach students the how to devise advertising strategy in light of substantial marketing theory and practice. Advertising Strategy and Management offers a systematic look at advertising within a theoretical and strategic planning framework. The course presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.

Learning Outcomes

The students who have succeeded in this course;
I. Define The Concepts Of “Situation Analysis” and “Targeting” in Advertising.
II. Recognize The importance Of Situational Analysis in The Planing of Advertising
III. Name The Components of Situational Analysis
IV. Recognize Account Planning Revolution.
V. Recognize Specific “Situational Analysis Factors” According To Ad Planning Paradigm.
VI. Recognize Consumer Analysis within the framework of target audience designation
VII.Recognize Company, Product, Competitive Analyses
VIII. Analyze problems and opportunites and set communicational objectives through in class drills and assignments
IX. Build the Marketing Communication Strategy and Develop Creative Strategy
X. Integrate IMC tools

Course Content

The course begins with an introduction to advertising and promotion, exploring the new marketing environment, communication concepts, and advertising campaign strategies. It covers advertising perspectives and advertising that transcends cultural boundaries. Strategic planning processes, target audience selection, and positioning are emphasized for successful advertising and promotion. Communication strategies are developed, and message processing is studied. Creative tactics and applications are explored, followed by integrating advertising and promotion with sales promotions. Campaign briefings and strategy examples are supported with class discussions. The program concludes with a meeting with industry professionals and final strategy presentations.

The teaching methods to be used are as follows;
Lecture: Explaining course topics to students.
Reading: Students reading course materials.
Case Study: Students review case studies related to advertising management.
Presentation: Students present their analysis.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction: The New Marketing Environment : The New P’s The Communication Concept Advertising Campaign Concept
2)	The Research Foundation: Undertanding Clients The Situation analysis Consumer analysis The Account Planning Revolution
3)	Market, Product and Competitive Analysis
4)	Appraising Opportunities and Setting Objectives Defining problems and identifying opportunities Setting objectives Communication tasks
5)	Building the Marketing Communication Strategy Determining the selling focus Managing brand equity Positioning the message Targeting and delivering the message
6)	Midterm	The subjects that have been covered from the beginning of the semester will be included in the midterm and therefore should be studied both from the course books and the notes taken during class lectures.
7)	Developing a Creative Strategy that moves people Disrupting expectations
8)	Implementations Brand Image / Brand Positioning New Rules for talking to today’s consumer
9)	Integrated Communications
10)	Enhancing the MCM Special markets Special message strategies
11)	Preparing the Plans Book Preparing a Winning Presentation
12)	Presentations
13)	Presentations
14)	Presentations

Sources

Course Notes / Textbooks:
References:	Course Book: • Strategic Advertising Management (2016), Larry Percy and Richard Rosenbaum-Elliott, OUP, 5th Edition. Other required readings will be uploaded to students via Itslearning. If you cannot access any material, please contact the instructor of the course.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 40
Final	1	% 60
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Study Hours Out of Class	13	6	78
Presentations / Seminar	1	4	4
Project	1	5	5
Homework Assignments	2	6	12
Midterms	1	4	4
Final	1	4	4
Total Workload			146

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	3
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	3
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	2
4)	To be able to follow and interpret innovations in the field of advertising	3
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	3
6)	To address and solve the needs and problems of the field through the developed scientific perspective	2
7)	To recognize and understand all the dynamics within the field of advertising	5
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	4