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
ADV2226	Account Management	Spring	3	0	3	6

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 :	Assist. Prof. ÖNDER YÖNET
Course Objectives:	The main objective of the course is to analyze advertising account management; its definition, tools, relations with the other departments, role and duties, and its methods as a way of communication generation. Accordingly, the students taking the course will learn about the responsibilities of account management departments in advertising agencies and develop themselves in order to become effective account managers.

Learning Outcomes

The students who have succeeded in this course;
1) Defines the meaning of “advertising account management”.
2) Recognizes Information Management System.
3) Recognizes specific conference report and call reports.
4) Recognizes specific what media planners, creatives and clients want.
5) Defines different types of advertising agencies.
6) Recognizes specific account management styles in the era of IMC.
7) Knows about the evolution of the agency-client relations.
8) Approaches the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.
9) Critically discusses and interpret theories, concepts, methods, tools and ideas in the field of advertising.
10) Presents an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.
11) Define the relationship between account management and other departments in advertising agencies.

Course Content

In the course, account management will cover the point of view that account management is a bridge between clients and agencies. Accordingly, in the course the emphasis will be on knowledge and facilities that an account manager will need.
The teaching methods to be used are as follows;
Lecture: Explaining course topics to students.
Reading: Students reading course materials.
Case Study: Students analyze sample scenarios related to Account Management.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Orientation - Introduction - Getting to know about the course and each other
2)	Twenty-Four Hats, Only One Head (Class interaction+case studies to be answered+An Idiom)
3)	Twenty-Four Hats, Only One Head + Basic Vocabulary (Class interaction+case studies to be answered)
4)	What a Ride! + Everyday Super-Human
5)	Writing a conference report and writing a status report
6)	Critiquing a Creative Brief (Class interaction+case studies to be answered)
7)	Providing Feedback On a Creative Idea (Class interaction+case studies to be answered)
8)	Proposing and Presenting Ideas (Class interaction+exercise ~ video cv)
9)	RFP (Request for Proposal)
10)	Writing a Statement of Work (Class interaction+case studies to be answered)
11)	Evaluating a Media Plan (Class interaction+case studies to be answered)
12)	New Business (Class interaction+case studies to be answered)
13)	Account Management and IMC
14)	Managing for Account Profitability

Sources

Course Notes / Textbooks:

The New Account Manager
Don L.Dickinson
2ND Edition
2009
Portland State University School of Business

Gerçek, Yalanlar Reklamcılık: Müşteri Planlama Sanatı, Yazar: Jon Steel, Çeviri: İnci Berna Kalınyazgan, MediaCat Kitapları

Baked In- Kendi Kendine Satan Ürünler Yaratmak, Yazar : Alex Bogusky/ John Winsor, MediaCat Kitapları

The New Account Manager
Don L.Dickinson
2ND Edition 2009
Portland State University School of Business

Baked In: Creating Products and Businesses That Market Themselves, by Alex Bogusky and John Winsor, Agate B2 (December 1, 2010)

Truth, Lies and Advertising : The Art of Account Planning, by Jon Steel, Wiley; 1 edition (March 13, 1998)

References:

Haftalık olarak okuma metinleri verilecektir.
Reading material will be given on weekly basis

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 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	14	3	42
Study Hours Out of Class	14	7	98
Midterms	1	3	3
Final	1	3	3
Total Workload			146

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