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Description of Individual Course Units| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | 190500205100 | ADVERTISING STRATEGIES | Compulsory | 3 | 5 | 3 |
| | Level of Course Unit | | First Cycle | | Objectives of the Course | | 1. To acquire the necessary knowledge and ability to plan and manage customer relations by deeply examining the concepts and issues of advertising within the framework of strategic planning.
2. Contributing to their intellectual development, reading the advertising literature and being aware of the developments in the national and international society.
3.To develop their strategic thinking, writing and presentation skills; While doing this, it is expected that those who are not the creator of the advertisement but who design the strategy of the advertisement are also familiar with the concept and processes of creativity. | | Name of Lecturer(s) | | Dr.Öğr.Üyesi Sinan AKSEKİ | | Learning Outcomes | | 1 | 1- To understand what strategic planning is and how to use it, to be able to use it in a group project. | | 2 | 2- To plan marketing research and interpret the results. | | 3 | 3- Familiarity with consumer psychology and sociology. |
| | Mode of Delivery | | Daytime Class | | Prerequisites and co-requisities | | None | | Recommended Optional Programme Components | | None | | Course Contents | | This course includes the interrelationships of functions in advertising agencies, the relationships of creative team and brand strategists, current advertising literature, strategic brand moves, strategic thinking, strategic writing and strategic communication. | | Weekly Detailed Course Contents | |
| 1 | Communication, Communication Goals, Marketing Communication, Corporate Communication, Political Communication, Social and Public Communication | SlideShow | None | | 2 | Communication, Communication Goals, Marketing Communication, Corporate Communication, Political Communication, Social and Public Communication | Slideshow | None | | 3 | Advertising Fundamentals (History, Development, Present) | Slideshow, Discussing the Subject with Students | none | | 4 | What is advertising? What are its Purposes and Goals? | Slideshow, Discussing the Subject with Students | None | | 5 | Target Audience, Advertising Formation Processes | Slideshow, Discussing the Subject with Students | None | | 6 | Advertising Planning, Advertising Strategies, Advertising Program, Advertising Budget | Slideshow | None | | 7 | Audience Strategies in Advertising | Slideshow | None | | 8 | Exam | Exam | None | | 9 | Advertising Tools and Advertising Environments (Media), Media Planning | Slideshow, Discussing the Subject with Students | None | | 10 | Measuring Advertising Effectiveness | Slideshow, Discussing the Subject with Students | None | | 11 | Measuring Advertising Effectiveness | Slideshow, Discussing the Subject with Students | None | | 12 | Measuring Advertising Effectiveness | Slideshow, Discussing the Subject with Students | None | | 13 | Ethical and Legal Control in Advertising | Slideshow, Discussing the Subject with Students | None | | 14 | Ethical and Legal Control in Advertising | Slideshow, Discussing the Subject with Students | None | | 15 | Fınal Exam | Fınal Exam | None |
| | Recommended or Required Reading | | Truth, Lies, and Advertising: The Art of Account Planning, Jon Steel (1998). Publisher John Wiley & Sons, Inc.
How to Plan Advertising (2nd edition), edited by Alan Cooper, The Account Planning Group, London, 1997.
Qualitative Market Research: A comprehensive guide, by Dr. Hy Mariampolski (2001). Sage Publications | | Planned Learning Activities and Teaching Methods | | | Assessment Methods and Criteria | |
| Midterm Examination | 1 | 70 | | Brain Storming | 1 | 10 | | Individual Study for Mid term Examination | 1 | 10 | | Homework | 1 | 10 | | SUM | 100 | |
| Final Examination | 1 | 80 | | Individual Study for Final Examination | 1 | 20 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
| | Workload Calculation | |
| Midterm Examination | 1 | 1 | 1 | | Final Examination | 1 | 1 | 1 | | Individual Study for Mid term Examination | 14 | 2 | 28 | | Individual Study for Final Examination | 14 | 2 | 28 | | Homework | 14 | 2 | 28 | |
| Contribution of Learning Outcomes to Programme Outcomes | | | * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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Iğdır University, Iğdır / TURKEY • Tel (pbx): +90 476
226 13 14 • e-mail: info@igdir.edu.tr
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