ADV1684 Introduction to AdvertisingBahçeşehir UniversityDegree Programs ADVERTISINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
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
ADV1684 Introduction to Advertising Spring 3 0 3 7

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 : Dr. Öğr. Üyesi EDA ÖZTÜRK
Course Lecturer(s): Dr. Öğr. Üyesi HANDE BİLSEL
Dr. Öğr. Üyesi EDA ÖZTÜRK
Recommended Optional Program Components: None
Course Objectives: This course aims to introduce students with the basic concepts and researches in the field of advertising and transfer information about general issues like target market, advertising campaign process, advertising media, strategic advertising research and planning, copywriting, creativity, design and production. It also explains advertising’s role in marketing and communication process.

Learning Outcomes

The students who have succeeded in this course;
The students will be ;
I. Will be able to explain basic concepts on advertising
II. Will be able to distinguish the relations between advertising, consumers and target market, analyze target market
III. Will practice developing the big idea
IV. Will be able to apply the big idea to the campaign process
V. Will be able to explain factors to evaluate advertising campaigns
VI. Will be able to assess individual or team’s ideas during the team work

Course Content

This course in advertising is about key advertising concepts,relationship between marketing and advertising, target audience, strategic planning, media planning and creativity

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Advertising Today
2) The Big Picture: The Evolution of Advertising
3) The Big Picture: Economic and Regulatory Aspects
4) The Scope of Advertising: From Local to Global
5) Marketing and Consumer Behavior: The Foundation of Advertising
6) Marketing and Consumer Behavior: The Foundation of Advertising
7) Market Segmentation and The Marketing Mix: Determinants of Advertising Strategy
8) Midterm
9) Research: Gathering Information for Advertising Planning
10) Marketing and Advertising Planning
11) Marketing and Advertising Planning
12) Planning Media Strategy: Disseminating The Message
13) Creative Strategy and the Creative Process
14) Creative Execution: Art and Copy
15) Relationship Building: Direct Marketing, Personal Selling and Sales Promotion
16) Final

Sources

Course Notes / Textbooks: Contemporary Advertising 13th Edition (William F. Arens, Michael F. Weigold , Christian Arens, 2011)

Reading Materials : 5 books Will Be Given On the beginning of the Semester each year boks will be updated
References: Ders notları haftalık olarak verilecektir.

Course notes will be given weekly.

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 10
Quizzes 2 % 10
Homework Assignments 1 % 20
Midterms 1 % 20
Final 1 % 40
Total % 100
PERCENTAGE OF SEMESTER WORK % 60
PERCENTAGE OF FINAL WORK % 40
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 13 3 39
Study Hours Out of Class 13 7 91
Homework Assignments 1 15 15
Quizzes 2 6 12
Midterms 1 4 4
Final 1 4 4
Total Workload 165

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. 5
2) To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising. 5
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. 3
4) To be able to analyze primary and secondary research data for a variety of products and services. 2
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) 3
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. 2
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. 5
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. 3
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. 3
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) 1
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. 2