ADV4684 Advertising Account ManagementBahçeşehir UniversityDegree Programs ADVERTISINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
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
ADV4684 Advertising Account Management Spring 3 0 3 4

Basic information

Language of instruction: English
Type of course: Must Course
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Hybrid
Course Coordinator : Dr. Öğr. Üyesi ÖNDER YÖNET
Course Lecturer(s): Dr. Öğr. Üyesi ÖNDER YÖNET
Recommended Optional Program Components: None
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;
I. Define the meaning of “advertising account management” in general.
II. Recognize Information Management System
III. Recognize specific conference report and call reports
IV. Recognize specific what media planners, creatives and clients want
V. Define different types of advertising agencies
VI. Recognize specific account management styles in the era of IMC
VII. Know about the evolution of the agency-client relations
VIII. Approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.
IX. Critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising
X.Present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency
XI. 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.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Oryantasyon - Giriş - Dersi ve birbirimizi tanıma None
2) Twenty-Four Hats, Only One Head (Class interaction+case studies to be answered+An Idiom) Preparation for the related subjects
3) Twenty-Four Hats, Only One Head + Basic Vocabulary (Class interaction+case studies to be answered) Preparation for the related subjects
4) What a Ride! + Everyday Super-Human Preparation for the related subjects
5) Writing a conference report and writing a status report Preparation for the related subjects
6) Critiquing a Creative Brief (Class interaction+case studies to be answered) None
7) Providing Feedback On a Creative Idea (Class interaction+case studies to be answered) None
8) Proposing and Presenting Ideas (Class interaction+exercise ~ video cv) Review
9) RFP (Request for Proposal) Preparation for the related subjects
10) Writing a Statement of Work (Class interaction+case studies to be answered) Preparation for the related subjects
11) Evaluating a Media Plan (Class interaction+case studies to be answered) Preparation for the related subjects
12) New Business (Class interaction+case studies to be answered) Preparation for the related subjects
13) Account Management and IMC None
14) Managing for Account Profitability None

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 Workload
Course Hours 14 41
Study Hours Out of Class 13 26
Homework Assignments 6 20
Midterms 1 5
Final 1 10
Total Workload 102

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. 5
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. 5
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. 1
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) 3
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. 5
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. 4
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. 5
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. 4
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) 3
12) To be able to identify and meet the demands of learning requirements. 3
13) To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession. 2