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
ADV4651	Progressive Advertising	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 :	Dr. Öğr. Üyesi EDA ÖZTÜRK
Course Objectives:	The course gives students the skills and knowledge necessary to understand the changing dynamics of today’s advertising. Students learn how to leverage purposeful marketing and advertising to better connect with consumers in this course. Students also examine issues related to purposeful marketing including brand activism and progressive advertising and how advertising can use progressively to support brands' purposeful marketing agenda.

Learning Outcomes

The students who have succeeded in this course;
1) to explain what constitutes true progressive advertising.
2) to identify effective and ineffective progressive advertising strategies.
3) to understand how advertising principles can be used to foster individual and societal wellbeing.
4) to define purposeful marketing.
5) to explain the difference between corporate responsibility and purposeful marketing.
6) to explain the difference between shock advertising and progressive advertising.
7) to recognize ethical problems.
8) to reinforce skills developed in previous advertising courses.

Course Content

Purposeful marketing, societal marketing, purposeful marketing strategies, brand activism, purposeful marketing and brand activism typoligies, gender equality in advertising, femvertising, inclusion and diversity in advertising, cultural fluency in advertising, intersectionality in advertising.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Definition of progressive advertising and its role in purposeful marketing.
2)	Brief history of progressive advertising.
3)	Fundamentals of purposeful marketing and its evolution.
4)	Differences between purposeful marketing and societal marketing/corporate social responsibility/green marketing. Purposeful marketing strategies and typologies.
5)	Midterm
6)	Brand activism strategies: Creating monstrous hybrids, challenging the establishment, and demonstrating exemplarity."
7)	Brand activism scorecard.
8)	Femvertising and gender equality in advertising, 3P Metric.
9)	Midterm
10)	Cultural fluency. Importance of inclusivity and diversity in progressive advertising.
11)	Intersectionality in advertising.
12)	Dilemmas of progressive advertising: Brand boycotts.
13)	How to deal with brand boycotts?
14)	Summary of the course topics, directions and notices for the final exam.

Sources

Course Notes / Textbooks:	1. Philip Kotler, Christian Sarkar, Brand Activism: From Purpose to Action, 2nd Ed./Idea Bites Press. 2. Andrew S. Winston, Net Positive: How Courageous Companies Thrive by Giving More Than Take 1st Ed./Harward Business Review Press. 3. Nancy R. Lee, Philip Kotler ,Social Marketing, 5th Ed./Sage Publications."
References:	1. Nina Montgomary, Perspective on Purpose: Leading Voices on Building Brands and Businesses for Twenty First Century, 1.st Ed./Routladge. 2. Richard H. Thaler, Cass R. Sunstein , Nudge, Penguin Books."

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Midterms	2	% 40
Final	1	% 60
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	12	3	36
Study Hours Out of Class	12	7	84
Midterms	2	4	8
Final	1	4	4
Total Workload			132

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.	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)	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.	4
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.	1
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.	1