INTRODUCTION TO ADVERTISING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HTP112	INTRODUCTION TO ADVERTISING	2	4	3	7

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	Lecturer ZEYNEP ÖZCAN
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	With this course; By introducing the concept, theories and principles of advertising to students, it aims to create the necessary infrastructure for a successful advertising application.
Contents of the Course Unit:	The content of the course covers the definition of advertising, its historical development, functions, purposes, types and environments, advertising models, advertising agencies, advertising-related organizations and control mechanisms, ethics in advertising, advertising campaign process, target audience and creativity.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Have the basic theoretical and theoretical knowledge about advertising.
Understands how advertising communication works.
Observes advertisement persuasion methods.
Understands advertising campaigns and processes, designs them according to their purpose.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Literature Review, Brainstorming	Definition of Marketing, Marketing Communication and Advertising	Lecture, Question and Answer
2	Literature Review, Brainstorming	Historical Development of Advertising, Functions and Purposes of Advertising	Lecture, Question and Answer
3	Literature Review, Brainstorming	Advertising Models	Lecture, Question and Answer
4	Literature Review, Brainstorming	Advertising Types and Advertising Environments I	Lecture, Question and Answer
5	Literature Review, Brainstorming	Advertising Types and Advertising Environments II	Lecture, Question and Answer
6	Literature Review, Brainstorming	Advertising Agencies + Application Study I	Lecture, Question and Answer, Application Study
7	Literature Review, Brainstorming	Ethics in Advertising + Application Study II	Lecture, Question and Answer, Application Study
8	-	MID-TERM EXAM	-
9	Literature Review, Brainstorming	Research Phase I in Advertising Campaign (Institution/Product/Service Analysis, Competitor and Market Analysis) + Application Study III	Lecture, Question and Answer, Application Study
10	Literature Review, Brainstorming	Research Phase II in Advertising Campaign (Target Audience Analysis) + Application Study IV	Lecture, Question and Answer, Application Study
11	Literature Review, Brainstorming	Planning Phase I in Advertising Campaign (Determining Objectives, Creative Strategy and Creative Idea) + Application Study V	Lecture, Question and Answer, Application Study
12	Literature Review, Brainstorming	Planning Phase II in Advertising Campaign (Advertising Writing) + Application Study VI	Lecture, Question and Answer, Application Study
13	Literature review, brainstorming	Planning Phase III in Advertising Campaign (Media and Budget Planning) + Application Study VII	Lecture, Question and Answer, Application Study
14	Literature review, brainstorming	Application and Measurement-Evaluation Stages in Advertising Campaign + Application Study VIII	Lecture, Question and Answer, Application Study
15	Literature review, brainstorming	An Overview	Lecture, Question and Answer
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Peltekoğlu, Balta, F.(2019). Kavram ve Kuramlarıyla Reklam, İstanbul: Beta Yayınları.
İzgören, A. Ş. (2015) Eşikaltı Büyücüleri, İstanbul: Elma Yayınevi
Elden, M. (2009). Reklam ve Reklamcılık, İstanbul: Say Yayınları

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	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.						5

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.			2
2	A specific conceptual model using the methods of modern public relations knows.			2

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.				3
2	PR issues involved in the field selects the appropriate research methods and techniques, apply.		1
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.		1
2	May carry out work effectively as an individual.				3
3	Ability to work effectively within a team and take responsibility shows.						5

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.					4

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.			2

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.						5
2	With professional and ethical responsibility of spreading awareness in the society has this responsibility.					4

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	4	56
Preliminary & Further Study	0	0	0
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	5	10	50
Project Work	5	10	50
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	5	5	25
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	1	1	1
Preparation for the Mid-Term Exam	0	0	0
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	31	0	183