INTRODUCTION TO ADVERTISING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HIT104	INTRODUCTION TO ADVERTISING	2	3	3	6

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
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This course aims to explain the advertising planning process and the objectives of the advertisement by drawing a general framework on the concept of advertising and through examples.
Contents of the Course Unit:	Contents of the course include the subjects as in memorizing the properties of advertising, memorizing the functions of advertising, classification of advertisements, discussion of the effects of advertising, sampling of advertising.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Tell the purpose of advertising campaigns.
List at least 3 of the main objectives of the advertisement.
Tell the steps of the advertising campaign by means of a case study.
Summarize accurately the importance of the concept of advertising in integrated marketing.
Compare advertising images by basing on the features of outdoor advertising.
Explain the development process of advertising concept and its relationship with other fields.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading the related subject in the coursebook	Communication, marketing and advertising	Lecture & Question and Answer
2	Reading the related subject in the coursebook	Brand, new consumption trends and advertising	Lecture & Question and Answer
3	Reading the related subject in the coursebook	Goals In Advertising And Relations Of It With Other Disciplines	Lecture & Question and Answer
4	Reading the related subject in the coursebook	Classification Of Advertisement In Accordance With Target Market And Advertising Environments	Lecture & Question and Answer
5	Reading the related subject in the coursebook	Demographic, Socio-Cultural and Psychological Factors in Advertising	Lecture & Question and Answer
6	Reading the related subject in the coursebook	Campaign Concept And Importance Of Creativity	Lecture & Question and Answer
7	Reading the related subject in the coursebook	Creative Strategies Used In Advertising Campaigns	Lecture & Question and Answer
8	-	MID-TERM EXAM	-
9	Reading the related subject in the coursebook	Campaign Goals, Strategy And Budget	Lecture & Question and Answer
10	Reading the related subject in the coursebook	Measure Of Advertising Efficiency And Evaluation	Lecture & Question and Answer
11	Reading the related subject in the coursebook	Advertising Institutions And Organizations	Lecture & Question and Answer
12	Reading the related subject in the coursebook	Award-Winning Advertisements In Turkey And The World	Lecture & Question and Answer
13	Literature Review Case Study	Advertisements In Different Medias	Lecture & Question and Answer & Case Study Analysis
14	Literature Review Case Study	Advertisements In Different Medias	Lecture & Question and Answer & Case Study Analysis
15	Literature Review Case Study	General review for exam	Lecture & Question and Answer & Case Study Analysis
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Elden M. (2016). Reklam ve Reklamcilik. Istanbul: Say Publications
Babur Tosun, N. (2018). Reklam Yonetimi. Istanbul: Beta Publications
Brewster, A. J., & Palmer, H. H. (2001). Introduction to advertising. The Minerva Group, Inc..
Jugenheimer, D. W., Kelley, L. D., Hudson, J., Bradley, S. (2015). Advertising and public relations research. Routledge.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.

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.				3
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.					4

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

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.				3
3	Sets the purpose and target for the organization / institution.					4

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.					4
2	Communicates effectively with stakeholders in the professional field.				3
3	Uses information and communication technologies together with computer software at minimum advanced level of European Computer Driving License required by the field.		1
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.	0

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.				3
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.			2

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	14	3	42
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	14	4	56
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	6	6
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	5	5
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	46	0	153