COURSE UNIT TITLE

: ADVERTISING MANAGEMENT

DEGREE PROGRAMMES

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 (English)

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR SUMEYRA DUMAN

Offered to

BUSINESS ADMINISTRATION (English)

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

Lecture

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MT Midterm
2 FN Final
3 FCG FINAL COURSE GRADE MT * 0.40 + FN * 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) MT * 0.40 + RST * 0.60


Further Notes About Assessment Methods

None

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)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparation for midterm exam 1 30 30
Preparation for final exam 1 50 50
Midterm 1 2 2
Final 1 2 2
TOTAL WORKLOAD (hours) 126

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.15522
LO.255
LO.34
LO.4555
LO.55555

CONTACT INFORMATION
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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