STRATEGIC MARKETING AND BRAND MANAGEMENT (TURKISH, NON-THESIS, GÖZTEPE)
Master	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
REK5214	Strategıc Advertising and Brand Management	Fall Spring	3	0	3	8

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	Turkish
Type of course:	Departmental Elective
Course Level:
Mode of Delivery:	Face to face
Course Coordinator :	Dr. Öğr. Üyesi HANDE BİLSEL
Course Lecturer(s):	Prof. Dr. YAMAN ÖZTEK Dr. Öğr. Üyesi HANDE BİLSEL
Recommended Optional Program Components:	None
Course Objectives:	The aim of this course is to provide students with a solid grounding in theories, principles, strategies, and practice of strategic advertising. Students also will learn and apply effective marketing communication tactics that are necessary for different categories and for different segments.

Learning Outcomes

The students who have succeeded in this course;
1. will be able to analyse differentiation strategy in advertising and promotion
2. will be able to develop strategic plan
3. will be able to manage message creating process
4. will be able to evaluate and apply creative tactics
5. will be able to use of advertising and other tools

Course Content

In this course, the necessities for an effective advetising campaign are identified and analysed. Strategic planning process including steps such as selecting target audience, understanding target audience decision making process, creative tactics are identified and management of strategic planning process is analysed.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction: What is advertising and promotion?
2)	What does it take for successful advertising and promotion?
3)	Strategic Planing Process (Which steps should be taken, in which cases and situations?)
4)	Selecting Target Audience
5)	Processing the message
6)	Understanding Decision Making Process Target Audience. Understanding the cognitive process. Defining the strategy according to their motivations.
7)	Review
8)	Brand awareness and brand attitude strategies
9)	Creative tactics
10)	Creative Execution	Preparation of homework
11)	Advertising for Best Positioning
12)	Creative Execution	Preparation of presentation
13)	Effective promotion tactics
14)	Overview of the semester

Sources

Course Notes / Textbooks:	1. Strategic Advertising Management, 2009 (Larry Percy, Richard Elliott)
References:	1. Reklam Nasıl İşe Yarar? Araştırmanın Rolü John Philip Jones Reklamcılık Vakfı Yayınları 2. What Sticks-Akılda Kalan Nedir? Rex Briggs & Greg Stuart Mediacat 3. Masallar ve Gerçeklerle Reklamcılık – Reklamcılığın Doğru Bilinen 28 Yanlışı John Philip Jones Mediacat Reklamın Şifresini Kırmak Goldengerg-Levav-Mazursky-Solomon Starcom MediaVest Yayınları

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Homework Assignments	1	% 10
Presentation	1	% 10
Midterms	1	% 30
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	14	48
Study Hours Out of Class	14	45
Presentations / Seminar	2	8
Homework Assignments	8	27
Final	9	36
Total Workload		164

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)	Being able to develop and deepen their knowledge in the same or a different field at the level of expertise, based on undergraduate level qualifications.
2)	To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field of marketing and branding.
3)	To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field of marketing and branding and to produce solutions by taking responsibility.
4)	To be able to critically evaluate the knowledge and skills acquired in the field of marketing and branding expertise and to direct their learning.
5)	To be able to systematically convey the current developments in the field of marketing and branding and their own studies to groups in and outside the field, in written, verbal and visual forms, by supporting them with quantitative and qualitative data.
6)	To be able to develop strategy, policy and implementation plans in the field of marketing and branidng and to evaluate the results obtained within the framework of quality processes.