ADVERTISING CAMPAIGNS PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HTP255	ADVERTISING CAMPAIGNS	3	2	1	4

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	ASSOCIATE DEGREE, TYY: + 5.Level, EQF-LLL: 5.Level, QF-EHEA: Short Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Lecturer ATİLLA AKALIN
Instructor(s) of the Course Unit	Assist.Prof. SİMGE YILMAZ
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of this course is to provide students with fundamental knowledge and skills related to the planning, development, implementation, and evaluation of advertising campaigns. It also seeks to enhance students' understanding of target audience analysis, creative strategy development, and media planning processes.
Contents of the Course Unit:	Introduction to advertising campaigns, advertising and marketing communication concepts, advertising campaign planning process, target audience analysis, market research and consumer behavior, development of advertising strategies, creative strategy and message design, advertising copywriting and visual design principles, media planning and media buying, digital advertising campaigns, social media advertising, advertising budgeting and campaign management, measurement of advertising campaign effectiveness, analysis of successful advertising campaigns, and final project presentations.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explains the planning, implementation, and evaluation processes of advertising campaigns.
Develops advertising campaigns based on target audience analysis, market research, and communication strategies.
Analyzes and interprets the effectiveness of advertising campaigns using traditional and digital media tools.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	-	Introduction to Advertising Campaigns	-
2	-	Advertising and Marketing Communication Concepts	-
3	-	Advertising Campaign Planning Process	-
4	-	Target Audience Analysis	-
5	-	Market Research and Consumer Behavior	-
6	-	Development of Advertising Strategies	-
7	-	Creative Strategy and Message Design	-
8	-	Advertising Copywriting and Visual Design Principles	-
9	-	Media Planning and Media Buying	-
10	-	MID-TERM EXAM	-
11	-	Digital Advertising Campaigns	-
12	-	Social Media Advertising	-
13	-	Advertising Budgeting and Campaign Management	-
14	-	Measurement of Advertising Campaign Effectiveness and Analysis of Successful Advertising Campaigns	-
15	-	Final Project Presentations	-
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Dönmez, M. S. Reklam Kampanyası Yönetimi. İstanbul: Beta Yayınları.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description	Examination Method
Final Exam	1	100		Project Submission (No Examination)
TOTAL	1	100

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Communication Science explains the basic concepts of public relations and associate them with the theoretical foundation of Communication Sciences.						5

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Sosyloj and statistical issues related to their branches as they have in the theoretical and practical information solutions for public relations use.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyzes the social requirements and in accordance with the requirements of applications under realistic models of communication design.						5
2	A specific conceptual model using the methods of modern public relations knows.				3

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Existing applications in the field of Public Relations analyze, evaluate and develop applications for their development.					4
2	PR issues involved in the field selects the appropriate research methods and techniques, apply.				3
3	PR modern techniques and tools necessary for the application selects and uses effective.				3

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Research design and methods, surveys, collecting data, analyzing the results, evaluation of consciousness and responsibility to have.				3
2	May carry out work effectively as an individual.						5
3	Ability to work effectively within a team and take responsibility shows.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conscious of the necessity of lifelong learning, science and technology developments can be followed through the mass media and can renew themselves.						5
2	Project management, workplace practices, employee health, environmental and safety issues is conscious.				3
3	Social Responsibility solutions and applications are aware of the universal and social effects and is aware of the importance of this issue.						5

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Oral or written, express a problem and can communicate effectively and have at least one foreign language.				3

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Contact management, supervision, development and safety / reliability knowledgeable about and be able to apply this information in the study.					4
2	With professional and ethical responsibility of spreading awareness in the society has this responsibility.						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	2	28
Preliminary & Further Study	14	3	42
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	14	2	28
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	0	0	0
Mid-Term Exam	0	0	0
Preparation for the Mid-Term Exam	0	0	0
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	43	0	99