Dokuz Eylül University Information Package / Courses Catalog

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type Of Course	D	U	L	ECTS
MRK 4222	ADVERTISING MANAGEMENT	ELECTIVE	3	0	0	5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR SUMEYRA DUMAN

Offered to

BUSINESS ADMINISTRATION

Course Objective

This course aims to examine the nature and scope of advertising and its place within marketing strategy decisions and society. In addition, the objective of this course is to provide students a thorough understanding of studying methods of planning, preparing, placing and evaluating an advertising message in the applicable media considering the legal constraints.

Learning Outcomes of the Course Unit

1	Demonstrate an understanding of basic concepts and strategies related to advertising management.
2	Describe the processes in advertising campaign management in order to be able to handle an advertising campaign in real marketing situations.
3	Demonstrate an understanding of ethics in advertising and their responsibility within the framework of related regulations in order not to deceive the target audience and behave responsibly.
4	Recognize advertising concepts and strategies of companies through oral and/or written presentations. Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
5	Demonstrate high communication skills through presenting a written report.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week	Subject	Description
1	INTRODUCTION
2	CHAPTER 5: Advertising Management
3	CHAPTER 6: Advertising Design
4	Assignment-1
5	CHAPTER 7: Traditional Media Channels
6	CHAPTER 8: Digital Marketing
7	Assignment-2
8	CHAPTER 9: Social Media CHAPTER 10: Alternative Marketing
9	Assignment-3
10	CHAPTER 11: Database and Direct Response Marketing and Personal Selling
11	CHAPTER 12: Sales Promotions CHAPTER 13: Public Relations and Sponsorship Programs
12	Assignment-4
13	CHAPTER 15: Evaluating an Integrated Marketing Program
14	Assignment-5

Recomended or Required Reading

Clow, Kenneth E. & Baack, Donald (2016). Integrated Advertising, Promotion, and Marketing Communications. 7th edition, New Jersey: Pearson Prentice Hall.

Planned Learning Activities and Teaching Methods

1. Presentations
2. Lecture
3. Assignment

Assessment Methods

SORTING NUMBER	SHORT CODE	LONG CODE	FORMULA
1	ASS	Assignment
2	TP	TermProject
3	FCG	FINAL COURSE GRADE	ASS * 0.60 + TP * 0.40

*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

Assignment (60 %) = The four assignments during the semester are worth 10 % each, the final assignment is worth 20 %. The assignments that are not presented will not be graded.

Term project (40 %) = Students will individually prepare a written report which will include topics covered throughout the semester. No presentation.

Assessment Criteria

1. Late submissions of reports will not be graded
2. No excuses for the assignments, discussions and presentations will be accepted.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students must obey the time limits of their presentation.

Contact Details for the Lecturer(s)

Assoc. Prof. Sumeyra Duman
Office: Room 131/B, e-mail: sumeyra.duman@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)