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 :	Assist. Prof. HANDE BİLSEL
Course Lecturer(s):	Assist. 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

1. Week : Orientation: Course Schedule Review
• Expectations
2.Week : Overview of Advertising and Promotion
What are Advertising and Promotion?
Perspectives on Advertising
Advertising across Cultural Borders
3.Week : What it Takes for Successful Advertising and Promotion
The Strategic Planning Process
4.Week : Selecting the Target Audience
Understanding Target Audience Decision Making
5.Week : Determining the Best Positioning
Developing a Communication Strategy
6.Week : Making it Work
Processing the Message
7.Week : Midterm
8.Week : Creative Tactics and example discussions
New Rules for talking to today’s consumer
9.Week : Creative Execution and example discussions
10.Week :Integrating Advertising and Promotion
Sales Promotion and Broader Communication Mix
11.Week : Campain Briefing and Strategy examples
Class Discussions
12.Week : Campain Briefing and Strategy examples
Class Discussions
13.Week : Professional Visit from the advertising industry
14. Week: Presentations-Client brief for final strategy assignment

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
Attendance	11	% 10
Homework Assignments	2	% 10
Presentation	1	% 30
Midterms	1	% 20
Final	1	% 30
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 70
PERCENTAGE OF FINAL WORK		% 30
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 be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.	4
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	4
3)	To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.	4
4)	To be able to analyze primary and secondary research data for a variety of products and services.	4
5)	To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.	2
6)	To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)	2
7)	To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.	3
8)	To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.	4
9)	To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.	5
10)	To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.	4
11)	To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)	3
12)	To be able to identify and meet the demands of learning requirements.	1
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	4