ADV3303 Advanced Studies in AdvertisingBahçeşehir UniversityDegree Programs ADVERTISINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementBologna CommissionNational Qualifications
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
ADV3303 Advanced Studies in Advertising Fall 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 : Assoc. Prof. GÜL ŞENER
Course Objectives: This course aims to provide advanced theoretical and practical knowledge in the field of advertising, enhancing students' competency in designing strategic and creative advertising campaigns. The focus includes multi-platform advertising strategies, brand communication, consumer behavior, and trend analysis.

Learning Outcomes

The students who have succeeded in this course;
1.Gains the ability to develop brand strategies and design effective 2.communication plans.
3.Analyzes the impact of consumer behavior on advertising strategies.
4.Creates integrated advertising campaigns for digital and traditional platforms.
5.Applies innovative creativity techniques in advertising projects.
6.Develops standout strategies by conducting trend analysis.

Course Content

Advanced concepts and theories in advertising, Brand strategies and positioning, Consumer behavior and decision-making processes, Digital advertising strategies and performance tracking, Advertising planning in traditional media, Writing and applying creative briefs, Integrated marketing communication campaigns, Creativity techniques and practical workshops,
Ethics and social responsibility in advertising, Advertising trends and innovative approaches, Data-driven strategies and advertising analytics, Advertising campaign presentations

The teaching methods to be used are as follows;
Lecture: Explaining course topics to students.
Implementation: Students will make advertising applications.


Weekly Detailed Course Contents

Week Subject Related Preparation
1) Advanced concepts and theories in advertising
2) Brand strategies and positioning
3) Consumer behavior and decision-making processes
4) Digital advertising strategies and performance tracking
5) Advertising planning in traditional media
6) Writing and applying creative briefs
7) Integrated marketing communication campaigns
8) Midterm
9) Ethics and social responsibility in advertising
10) Advertising trends and innovative approaches
11) Data-driven strategies and advertising analytics
12) Innovative creativity executions
13) Presentations
14) Presentations

Sources

Course Notes / Textbooks: Advertising Design and Typography, Alex White (Allworth Press-2006)
• Cutting Edge Advertising, Jim Aitchison (Practice Hall-2004)
• Advertising Principles and Practice, Sandra E. Moriarty (Pearson Education-2009).
References: Mann, E. M. (2012). Advertising: Types, Trends, Controversies. Nova Science.

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Presentation 1 % 20
Midterms 1 % 30
Final 1 % 50
Total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
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
Presentations / Seminar 1 1 1
Midterms 1 3 3
Final 1 3 3
Total Workload 119

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. 3
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 5
8) To analyze and develop solutions to problems encountered in the practical field of advertising 4