| MATHEMATICS (TURKISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| REK5214 | Strategıc Advertising and Brand Management | Fall | 3 | 0 | 3 | 8 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | Tr |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Dr. Öğr. Üyesi HANDE BİLSEL |
| Course Lecturer(s): |
Dr. Öğr. Üyesi HANDE BİLSEL Dr. Öğr. Üyesi ŞAFAK ŞAHİN Prof. Dr. YAMAN ÖZTEK |
| Course Objectives: | The aim of this course is to provide students with a solid grounding in theories, principles, strategies, and practice of strategic advertising. Students also will learn and apply effective marketing communication tactics that are necessary for different categories and for different segments. |
|
The students who have succeeded in this course; 1. will be able to analyse differentiation strategy in advertising and promotion 2. will be able to develop strategic plan 3. will be able to manage message creating process 4. will be able to evaluate and apply creative tactics 5. will be able to use of advertising and other tools |
| In this course, the necessities for an effective advetising campaign are identified and analysed. Strategic planning process including steps such as selecting target audience, understanding target audience decision making process, creative tactics are identified and management of strategic planning process is analysed. |
| Week | Subject | Related Preparation | |
| 1) | Introduction: What is advertising and promotion? | ||
| 2) | What does it take for successful advertising and promotion? | ||
| 3) | Strategic Planing Process (Which steps should be taken, in which cases and situations?) | ||
| 4) | Selecting Target Audience | ||
| 5) | Processing the message | ||
| 6) | Understanding Decision Making Process Target Audience. Understanding the cognitive process. Defining the strategy according to their motivations. | ||
| 7) | Review | ||
| 8) | Brand awareness and brand attitude strategies | ||
| 9) | Creative tactics | ||
| 10) | Creative Execution | Preparation of homework | |
| 11) | Advertising for Best Positioning | ||
| 12) | Creative Execution | Preparation of presentation | |
| 13) | Effective promotion tactics | ||
| 14) | Overview of the semester | ||
| Course Notes: | 1. Strategic Advertising Management, 2009 (Larry Percy, Richard Elliott) |
| References: | 1. Reklam Nasıl İşe Yarar? Araştırmanın Rolü John Philip Jones Reklamcılık Vakfı Yayınları 2. What Sticks-Akılda Kalan Nedir? Rex Briggs & Greg Stuart Mediacat 3. Masallar ve Gerçeklerle Reklamcılık – Reklamcılığın Doğru Bilinen 28 Yanlışı John Philip Jones Mediacat Reklamın Şifresini Kırmak Goldengerg-Levav-Mazursky-Solomon Starcom MediaVest Yayınları |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | 1 | % 10 |
| Presentation | 1 | % 10 |
| Project | % 0 | |
| Seminar | % 0 | |
| Midterms | 1 | % 30 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 40 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 14 | 48 | |
| Laboratory | |||
| Application | |||
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | 14 | 45 | |
| Presentations / Seminar | 2 | 8 | |
| Project | |||
| Homework Assignments | 8 | 27 | |
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | |||
| Paper Submission | |||
| Jury | |||
| Final | 9 | 36 | |
| Total Workload | 164 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |