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
ADV4645	Programatic Media and Buying	Fall Spring	3	0	3	5

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

Basic information

Language of instruction:	English
Type of course:	Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Prof. Dr. HASAN KEMAL SUHER
Course Objectives:	Programmatic media is a rapidly growing field in the business world. This course is an introduction to this field. Various roles of organizations in total marketing programs will be explained, students will learn all aspects of digital advertising applications. This course will provide students with 360 degree programmatic advertising information and aim to gain the ability to use programmatic advertising formats, programmatic advertising participants, all media buying methods. Another aim of the course is to train future and new age advertisers with the skill of using the new age media, creating alternative channels and necessary application techniques.

Learning Outcomes

The students who have succeeded in this course;
1) to learn the basic principles of digital media and programmatic media theories.
2) to distinguish between classical and digital media strategies.
3) to grasp the concept of new digital life in advertising.
4) to understand the concept of "Word of Mouse (Computer to computer advertising)".
5) to learn about the main participants in the programmatic advertising ecosystem.
6) to learn basic and advanced tactics followed by publishers to manage ad inventory, increase ad viewability, increase ad revenues.
7) to learn about the main challenges faced by advertisers and publishers in the programmatic advertising environment.
8)to learn different ways to buy media programmatically.

Course Content

The program is designed to enable students to find insights and answers in databases and real-time data streams using their intellectual curiosity. In today's industry, those who can not only understand but strategically activate data will have opportunities to move into specialized roles as an ad account manager, media planner, media sales representative, and programmatic advertising specialists or digital advertising analysts.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Orientation
2)	Programmatic Advertising and Media Buying Fundamentals
3)	Programmatic Advertising as a New Method Used in Digital Marketing and Its Importance
4)	Conceptually Programmatic Advertising
5)	Evolution of Programmatic Advertising
6)	Users of Programmatic Advertising
7)	Midterm
8)	Advantages and Disadvantages of Programmatic Advertising, How Programmatic Advertising Works
9)	Programmatic Ad Buying Algorithm and Programmatic Transactions
10)	Effects of Programmatic Advertising
11)	Examining Programmatic Advertising Examples
12)	Final Project Brief Announcement
13)	Final Project Idea Critics
14)	Final Project Draft Critics

Sources

Course Notes / Textbooks:	O, Busch (2016). (Programmatic Advertising : The Successful Transformation to Automated, Data-Driven Marketing in Real-Time/ edited by Oliver Busch, Springer.
References:

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 30
Final	1	% 70
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 30
PERCENTAGE OF FINAL WORK		% 70
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Study Hours Out of Class	15	5	75
Homework Assignments	1	3	3
Midterms	1	4	4
Final	1	4	4
Total Workload			125

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.	3
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	2
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.	5
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.	3
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)	5
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.	1
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.	2
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.	5
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)	4
12)	To be able to identify and meet the demands of learning requirements.	2
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	5