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 :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Prof. HÜSEYİN DİKME
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	Has advanced knowledge in the field.					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses the basic information in the field of Advertising in interdisciplinary studies.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has the ability to transfer the knowledge of the field to employees and teammates.						5
2	Has the ability interpret and analyze data, define problems and propose solutions using acquired information relating to the area by using the information in decisions, practices and behaviors.						5

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Creates communication programs within the advertising campaign.					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conducts research and studies on subjects related to the field.					4
2	Takes responsibility in accordance with the project objectives as a project manager or participant.						5
3	Sets the purpose and target for the organization / institution.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluates critically the acquired knowledge and skills.					4
2	Shows that he/she understands the continuity of the learning need.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conveys his / her thoughts and suggestions at the level of knowledge and skills related to the field to those concerned in written and verbal form.						5
2	Communicates effectively with stakeholders in the professional field.						5
3	Uses information and communication technologies together with computer software at minimum advanced level of European Computer Driving License required by the field.					4
4	Follows the information in the field and communicates with colleagues by using a foreign language at least at the European Language Portfolio B1 General Level.					4

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Behaves in accordance with organization/institution, business and social ethical values.						5
2	Analyzes the relations of the organization/institution with its stakeholders and executes them effectively.						5
3	Has the ability to encourage innovations.					4
4	Thinks critically about the organization / institution.					4
5	Has sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.						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