POSITIONING STRATEGIES IN ADVERTISING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
RTI303	POSITIONING STRATEGIES IN ADVERTISING	5	3	3	8

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
Instructor(s) of the Course Unit	Assist.Prof. SEYRA KESTEL
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of the course is to convey to the student information about how strategic advertising planning is carried out and the positioning strategies used in advertising.
Contents of the Course Unit:	Advertising management, the development process of advertising and advertising today, types of advertising, media, campaign process, introduction to positioning in advertising, the importance of positioning in advertising, positioning strategies in advertising (printed media, audio-visual media, digital media, different media) and examples of positioning strategies in advertising. constitutes the content of the course.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
It explains advertising positioning strategies accurately, whenever desired, within the framework of basic concepts of communication.
Advertising positioning strategies classifications determine the required characteristics in terms of purpose, target, message, time and medium.
Explains the purposes of advertising to inform, persuade and remind.
Remembers at least 3 of the positioning strategies in advertising and associates these strategies with the program in question in an existing communication program.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading a book chapter on the subject	Introduction: Introduction of the course and weekly topics	Lecture, Question-answer method, Sample Ad Review
2	Reading a book chapter on the subject	The development process of advertising, advertising today	Lecture, Question-answer method, Sample Ad Review
3	Reading a book chapter on the subject	Ad types	Lecture, Question-answer method, Sample Ad Review
4	Reading a book chapter on the subject	Advertising channels	Lecture, Question-answer method, Sample Ad Review
5	Reading a book chapter on the subject	Advertising campaign process	Lecture, Question-answer method, Sample Ad Review
6	Reading a book chapter on the subject	Advertising campaign process	Lecture, Question-answer method, Sample Ad Review
7	Reading a book chapter on the subject	Introduction to positioning in advertising	Lecture, Question-answer method, Sample Ad Review
8	-	MID-TERM EXAM	-
9	Reading a book chapter on the subject	The importance of positioning in advertising	Lecture, Question-answer method, Sample Ad Review
10	Reading a book chapter on the subject	Positioning strategies in advertising (written media)	Lecture, Question-answer method, Sample Ad Review
11	Reading a book chapter on the subject	Positioning strategies in advertising (audiovisual media)	Lecture, Question-answer method, Sample Ad Review
12	Reading a book chapter on the subject	Positioning strategies in advertising (digital channels)	Lecture, Question-answer method, Sample Ad Review
13	Reading a book chapter on the subject	Positioning strategies in advertising (different media)	Lecture, Question-answer method, Sample Ad Review
14	Reading a book chapter on the subject	Examples of positioning strategies in advertising	Lecture, Question-answer method, Sample Ad Review
15	Reading a book chapter on the subject	Examples of positioning strategies in advertising	Lecture, Question-answer method, Sample Ad Review
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Elden, M. ve Kocabaş, F. (2015). Reklamcılıkta kavramlar, kararlar, kurumlar. İletişim Yayınları
Elden, M. (2016). Reklam ve Reklamcılık. İstanbul: Say Yayınları.
Ries, A. ve Trout, J. (2013). Konumlandırma Tüketici Zihnini Fethetme Savaşı. Mediacat Yayınevi

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Alanında ileri düzeyde bilgilere sahiptir.					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam Tasarımı ve İletişimi alanındaki temel bilgileri disiplinler arası çalışmalarda kullanır.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	1-Alana ilişkin bilgileri çalışanlar ve ekip arkadaşlarına aktarabilme becerisine sahiptir.						5
2	-Karar, uygulama ve davranışlarında alana ilişkin edindiği bilgileri kullanmak suretiyle verileri yorumlayabilme, analiz edebilme, sorunları tanımlayabilme ve çözüm önerileri getirebilme becerisine sahiptir						5

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam kampanyası dahilinde iletişim programları yaratır					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Alana ilişkin konularda araştırma ve çalışma yapar.					4
2	Proje yürütücüsü ya da katılımcısı olarak proje hedeflerine uygun sorumluluk alır						5
3	Örgüt/Kurum için amaç ve hedef belirler.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Edindiği bilgi ve becerileri eleştirel olarak değerlendirir.					4
2	Öğrenme gereksiniminin sürekliliğini kavradığını gösterir.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Alanı ile ilgili edindiği bilgi ve beceriler düzeyindeki düşüncelerini ve önerilerini ilgililere yazılı ve sözlü olarak aktarır.						5
2	Mesleki alanda paydaşlarla etkili iletişim kurar.						5
3	Alanının gerektirdiği en az Avrupa Bilgisayar Kullanma Lisansı İleri Düzeyinde bilgisayar yazılımı ile birlikte bilişim ve iletişim teknolojilerini kullanır.					4
4	Bir yabancı dili en az Avrupa Dil Portföyü B1 Genel Düzeyinde kullanarak alanındaki bilgileri izler ve meslektaşları ile iletişim kurar					4

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Örgüt/Kurum, iş ve toplumsal etik değerlere uygun davranır.						5
2	Örgütün/Kurumun paydaşlarıyla ilişkilerini analiz eder ve etkin biçimde yürütür.						5
3	Yenilikleri teşvik edebilme becerisine sahiptir.					4
4	Örgüte/kuruma ilişkin eleştirel düşünür.					4
5	Sosyal hakların evrenselliği, sosyal adalet, kalite ve kültürel değerler ile çevre koruma, iş sağlığı ve güvenliği konularında yeterli bilince sahiptir.						5

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	13	6	78
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	12	6	72
Assignment (Homework)	0	0	0
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	1	7	7
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	6	6
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	43	0	207