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
ADV1602	Introduction to Advertising	Spring	3	0	3	5

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 :	Prof. Dr. YEŞİM ULUSU
Course Lecturer(s):	Assoc. Prof. EDA ÖZTÜRK
Course Objectives:	This course provides a critical and contemporary exploration of the evolving landscape of advertising. We will discuss traditional marketing communications models as well as the multifaceted role of advertising in contemporary society and marketing. Focusing on strategic creativity, cultural impact, and ethical considerations, we will delve into the latest trends, technologies, and strategies shaping the advertising industry today.

Learning Outcomes

The students who have succeeded in this course;
1) explains basic and recent concepts of advertising.
2) distinguishes the relations between advertising, consumers, and target market.
3)develops a deep understanding of advertising campaign planning and development.
4) explains factors to evaluate advertising campaigns.
5) understands the importance of staying informed about current advertising and brand trends.

Course Content

This course equips students with a comprehensive understanding of the core principles and practices of advertising within the context of today's dynamic media environment. By examining key concepts, analyzing real-world examples, and developing critical thinking skills, this course serves as a cornerstone for further specialized studies within the advertising program.
The teaching methods to be used are as follows;
Lecture: Explaining course topics to students.
Reading: Students reading course materials.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction: The Background and role of advertising
2)	Advertising and IMC Today
3)	The Scope of Advertising: From Local to Global
4)	Marketing and Consumer Behavior: The Foundations of Advertising
5)	New Ways of Advertising: What is Purposeful Marketing? What is not?
6)	New Ways of Advertising: Real-Time Advertising & Influencer Marketing
7)	Midterm Exam
8)	Marketing Segmentation and the Marketing Mix: Determinants of Advertising Strategy
9)	Marketing Segmentation and the Marketing Mix: Determinants of Advertising Strategy
10)	Branded Entertainment: Tv and Digital Platforms
11)	Fundamental Concepts: Positioning Strategies
12)	Communication & Consumer Behaviour
13)	Communication & Consumer Behaviour
14)	The Big Picture: The Evolution of Advertising

Sources

Course Notes / Textbooks:
References:	1. Contemporary Advertising & Integrated Marketing Communications 17th edition; Arens, Weingold, Arens; McGraw-Hill. 2. Ogilvy on Advertising in the Digital Age, Miles Young, Bloomsbury USA.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 20
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	14	3	42
Study Hours Out of Class	14	5	70
Homework Assignments	1	4	4
Midterms	1	4	4
Final	1	4	4
Total Workload			124

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	3
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	4
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	5
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	2
7)	To recognize and understand all the dynamics within the field of advertising	4
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	2