- To give students general knowledge about integrated marketing communications and advertising
- Inform them about advertising's evolution, stress its importance and relevance for brand communication
- Show advertising's relationship with the other communication tools
- Give the necessary knowledge to be able to write a creative brief
Prerequisite(s)
Principles of Marketing and/or Marketing Management recommended
Corequisite(s)
None
Special Requisite(s)
Intermediate level English (Reading, writing, understanding and speaking), interest in communication
Instructor(s)
Lecturer Dr. Şule Özbaşar, Pınar Sarp
Course Assistant(s)
Yok
Schedule
Friday 13.00-14.45 BK A203
Office Hour(s)
Dr. Şule Özbaşar: Fridays between and after classes
Teaching Methods and Techniques
- Lecturing with the aid of power points prepared by the teacher, class discussion, case discussion, watching and discussing advertisements
Principle Sources
- Moriarty, S., Mitchell, N.& Wells, W. ''Advertising and IMC'' (Pearson 2015) (Main text)
-
Other Sources
- Clow, K. & Baack, R. ''Integrated Advertising, Promotion & Marketing'' (Pearson 2010)
- Kotler, P. & Armstrong, G. ''Principles of Marketing'' (Pearson 2018)
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction to advertising: Key components and common types
Lecturing
2. Week
Integrated marketing communication and its elements
Lecturing, class discussion
3. Week
Integrated marketing communication and its elements (continued)
Lecturing, class discussion, ads viewing
4. Week
Brand communication
Lecturing, class discussion
5. Week
Facets of impact
Lecturing,class discussion
6. Week
Factors that influence consumers
Lecturing, case study
7. Week
Segmenting and targeting the audience
Lecturing, class discussion
8. Week
Midterm exam
9. Week
Strategic research into consumer behaviour
Lecturing, class discussion
10. Week
Introduction to strategic planning
Lecturing
11. Week
Promotional writing
Lecturing, visual examples
12. Week
Media planning
Lecturing
13. Week
Student projects
Presentation of creative brief and a short advertisement flm
14. Week
Student projects
Presentation of creative brief and a short advertisement film
15. Week
Final exams
16. Week
Final exams
17. Week
Final exams
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
30
Program Outcomes
PO-1
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 English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students equipped with general knowledge about communication and integrated marketing communication and the function of each element in the communication mix of marketing management
LO-2
Students acknowledged about consumer behaviour and market segmentation
LO-3
Students enabled about promotional writing and media planning
LO-4
Students being able to apply their knowledge to develop a creative brief
LO-5
Students informed about strategic planning and its relationship to marketing and advertising planning
