ADVERTISING | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ADV4684 | Advertising Account Management | Spring | 3 | 0 | 3 | 4 |
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. |
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 |
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. |
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 |
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. |
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 |
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 |
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 |