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	Assoc.Prof. SARP BAĞCAN
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	Describe basic communication theories with the knowledge gained in public relations and publicity.				3
2	List the main features of communication in items.				3
3	Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.				3

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.		1
2	Evaluate the knowledge related to social and natural sciences and produce projects in professional life.		1
3	Tell the basic concepts of public relations and advertising in detail.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyze and evaluate social events at national and international level in the light of current debates.		1
2	Use the leadership, communication and presentation skills in occupational events.				3

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Follow the innovations in the field of communication and important written and oral communication tools related to the field.			2
2	Write press releases for the purpose of introducing the institution he/she works at or owns.		1
3	Create communication programs within the public relations and advertising campaign.					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluate the planning processes of past communication programs, public relations and advertising practices.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use communication techniques in the right place, environment and time.				3

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Plan communication programs in the awareness of ethical values in the professional work.		1

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