Organization and Management in Advertising Agencies
Course Code
Semester
Course Name
LE/RC/LA
Course Type
Language of Instruction
ECTS
ISN8208
Organization and Management in Advertising Agencies
2/0/0
DE
Turkish
3
Course Goals
The aim is to provide a detailed education, which prepare the student to business life,by means of such subjects: ‘How is an advertisement agency managed? What are the responsibilities of working in an advertisement agency? Are the advertisement agencies similar to other working places? What kind of differences do advertisers have from those working in other working branches? How do foreign and local advertisement agencies, media buying agencies get to customers? How do they earn money? What are the job descriptions of current digital agencies?’
Prerequisite(s)
Course Code Course Name…
Corequisite(s)
Course Code Course Name…
Special Requisite(s)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
- Karpat, Işıl., Eğinli,Ayşen Temel. ve Misçi, Sema,, Temel kavramlarla Reklam Ajansı ve Reklam Veren ilişkileri, İstanbul: Nobel Kitap, 2007.
- Avery,Jim. Kampanya Planlaması,İstanbul: Reklamcılık Vakfı Yayınları, 2005
-Dutka,Solomon. Dagmar Ölçülür Reklam Sonuçları için Reklam Hedeflerini Tanımak,
-İstanbul:Reklamcılık Vakfı Yayınları, 2002. - Steel, Jon. Konkur Nasıl Kazanılır?,
-İstanbul:Mediacat, 2007. - Müşteri İlişkileri Rehberi, İstanbul:Reklamcılık Vakfı Yayınları, 2000.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Meeting and syllabus, object of the course
Verbal Lecture
2. Week
Advertisers and internal organization
Verbal Lecture
3. Week
Internal advertisement director, staff and their job descriptions.
Verbal Lecture
4. Week
How does an enterprise choose its advertisement agency? What are the criteria?
Verbal Lecture
5. Week
Advertisement agencies, their tasks, types of agencies and agent organizations
Verbal Lecture
6. Week
Organizational structure in advertisement agencies- agency staff
Verbal Lecture
7. Week
Mid-term exam
Mid-term exam
8. Week
Establishing business and strategy
Verbal Lecture
9. Week
Incomes and new business – How does an advertisement agency make profit? How does it get new business?
Sample customer presentation. How is a perfect idea ruined with a weak presentation?
Verbal Lecture
13. Week
How is a perfect idea ruined with a weak presentation?
Verbal Lecture
14. Week
How can we make the customers demand more business after a perfect presentation?
Verbal Lecture
15. Week
Assessment
Assessment
16. Week
Assessment
Assessment
17. Week
Assessment
Assessment
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Attendance
1
10
Final Exam
1
50
Program Outcomes
PO-1
Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector.
PO-2
To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field.
PO-3
By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements.
PO-4
They will observe the technological, cultural and social improvements and will be able to practice these changes in the field.
PO-5
They will be able to analysis the subjects they read, perceived and understand.
PO-6
Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works.
PO-7
By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies.
PO-8
By improving their skills on management and leadership they will be able organize their time and sources effectively.
PO-9
They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy.
PO-10
Students will generate communication strategy in certain subjects and realize every related works.
PO-11
They will work creatively, freely and flexibly in their personal lines.
PO-12
Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways.
PO-13
During a relation with target group in a work they will be promoters who are encouraging the team work.
PO-14
Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time.
PO-15
They will improve solutions to problems in the communication process and able to use their initiatives.
Learning Outcomes
LO-1
The student will be able to define how an advertising agency operates
LO-2
The student will be able to define the job description and who is who in an advertisement agency.
LO-3
The student will be able to define the dynamics of coordinated work of creative groups and all creative teams.
LO-4
The student will be able to explain how to get the new business and how to maintain the customers.
LO-5
The student will be able to define how the ethical rules of the advertisement agencies operate?
LO-6
The student will be able to list existing and non-existing departments within the advertisement agencies.
LO-7
The student will be able to explain with whom the advertisement agencies cooperate during any advertisement campaign process or a small scale promotion activity.
LO-8
The student will be able to determine how advertisement agency staff develop themselves in their fields.
