In today's people-oriented product, service, idea presentations; To give basic information about the purpose of the advertising function in the integrated communication mix, its historical development, advertising types, target audience, its relationship with marketing, research and other disciplines, the preparation of the advertising plan, strategy, budget and program, the ethical rules and legal obligations of the advertising profession, the functioning of the function scrutinize.
Prerequisite(s)
Principles of Marketing and/or Marketing Management recommended
Corequisite(s)
None
Special Requisite(s)
Basic marketing knowledge and and interest in marketing communications subjects
Instructor(s)
Assist. Prof. Dr. Tuğçe Ezgi Soyaltın
Course Assistant(s)
None
Schedule
Thursday, 15.00-16.50, Basın Ekspres Campus, Z-03
Office Hour(s)
By appointment with the Instructor
Teaching Methods and Techniques
- Lecture
- Visualization of topics with power point support
- Reinforcing what is explained in the lesson with gamification
- Supporting and discussing the topics with examples from life and case studies
- Sharing and discussing given homework in class
- Reinforcing the lectures with guest participants
Principle Sources
- Elden, Müge ve Bakır, Uğur. 2014. Reklam Ustaları 1. Detay Yayıncılık.
- Kocabaş, F. 2013. Reklamcılık Kavramlar, Kararlar, Kurumlar. İletişim Yayınları.
- Wells, W., Burnett, J. & Moriarty , S. 2015. Advertising Principles & Practice. Prentice Hall International, Inc.
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in Turkish, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
LO-1 To recognize the importance of advertising function in the integrated marketing communication mix and how to advertising process is work.
LO-2
LO-2 To understand the importance of market research, target audience research, public opinium research, before and after advertisment efficency research for advertising decisions and to recognize the importance of the researce results.
LO-3
LO-3 To understand those concepts; SWOT Analysis, Planning, Strategic Planning, Tactics in the advertising process and to establish relationships with other business disciplines.
LO-4
LO-4 To earn theoretical and practical business knowledge and abilities that complies with environmental conditions thus they can be able to design the advertising plan, advertising strategies, advertising program and budget.
LO-5
LO-5 To componets of the marketing mix -- product , price , place, promotion and element of the integrated marketing communication (promotion)—advertising, public realition, direct marketing, sales promotion how to use them as a communication tools to pursue its advertising aims in the target audience.
LO-6
LO-6 To earn knowledge and skills help to their choices for their future career also the opportunity to improve their knowledge which interested area in advertising process.
