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	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 Lecturer(s):	Assist. Prof. NESLİHAN UYSAL
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)	Integrated Campaign Planning in a Programmatic
12)	The CMOs Challenge.- Ralf E. Strauss and Jonathan Becher
13)	Stakeholder choices about programmatic advertising Attitudes to programmatic advertising
14)	Systems and Platforms that back up the Programmatic advertising	Book 3 Chapter 15-24

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 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	4
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	2
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	4
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.	2
6)	To address and solve the needs and problems of the field through the developed scientific perspective	4
7)	To recognize and understand all the dynamics within the field of advertising	3
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	3