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
ADV4640	Mobile Advertising	Spring	3	0	3	6

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	English
Type of course:	Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Assoc. Prof. GÜL ŞENER
Course Lecturer(s):	Assoc. Prof. GÜL ŞENER Instructor DUYGU ÖZEN
Recommended Optional Program Components:	None
Course Objectives:	The main objective of this course is to provide the basics of mobile advertising and terminology surrounding it.

Learning Outcomes

The students who have succeeded in this course;
Upon completing this course, students will;

1- Gain competency in basic mobile advertising terminology.
2- Recognize the components of the mobile advertising ecosystem.
3- Understand the functioning of mobile advertising.
4- Identify different mobile advertising outlets.
5- Gain knowledge of mobile advertising strategy and measurement.
6- Recognize the drivers for current digital consumers and their implications for mobile advertising.
7- Understand how the interactive/digital advertising industry is evolving, adapting to, and morphing within the Internet

Course Content

This course will introduce students to the various facets of mobil advertising from its place in digital marketing mix to its pros and cons, from the main pillars of mobile strategy to current mobile consumer trends.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction to the course
2)	Definition and scope of digital – Part 1	Selected reading from the course book.
3)	Definition and scope of digital – Part 2	Selected reading from the course book.
4)	Players of digital advertising – Part 1	Selected reading from the course book.
5)	Players of digital advertising – Part 2	Selected reading from the course book.
6)	Mobile Advertising in a nutshe	Selected reading from the course book.
7)	Digital advertising channels & tools	Selected reading from the course book.
8)	Presentations
9)	Presentations
10)	Digital advertising measurement tools & KPI’s	Selected reading from the course book.
11)	Digital media planning and measurement	Selected reading from the course book.
12)	Digital strategy planning – Part 1	Selected reading from the course book.
13)	Digital strategy planning – Part 2	Selected reading from the course book.
14)	Final review before final exam.	Selected readings from the course book.

Sources

Course Notes / Textbooks:

The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
Digital Marketing Strategy, Implementation and Practice – Dace Chaffey The best digital marketing campaigns in the world: mastering the art of customer engagement – 2014
Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Internet Marketing Essentials
Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook
Commercial Communication in the Digital Age

References:

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	1	% 20
Midterms	1	% 35
Final	1	% 45
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 55
PERCENTAGE OF FINAL WORK		% 45
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	6	84
Presentations / Seminar	1	4	4
Midterms	1	4	4
Final	1	4	4
Total Workload			138

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	4
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	2
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	4
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	3
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	2