FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 350 | Course Introduction and Application Information
| Course Name |
Advertising Management
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 350
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | Online | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkProblem SolvingCase StudyQ&ALecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The course will concentrate on different aspects of the management of advertising, both on an institutional basis in our society and free economy as well as a fundamental managerial function. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | Recap of “management” function in general and of advertising in specific - Notion of “accountability of advertising” as a crucial tool of management, budgeting and beyond - Management of “creative” dimension of advertising in its various planning stages - Managing the advertiser-advertising agency relationship - The participants do not have to have a specific work experience in advertiser or advertising agency management. However, having taken courses in marketing, marketing communications, finance, management is definitely a plus. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction of the course and course schedule | |
| 2 | IMC and advertising | Belch E.G. and Belch A. M. (2021). Advertising and Promotion: An Integrated Communications Perspective, 12 e. McGraw Hill, pp.2-42 Belch E.G. and Belch A. M. (2007). Advertising and Promotion: An Integrated Communications Perspective, McGraw Hill, pp.2-17 |
| 3 | Evolution of advertising | https://softcube.com/the-entire-history-of-advertising/, https://offers.hubspot.com/history-advertising, https://www.researchgate.net/publication/320719721_THE_HISTORY_OF_ADVERTISING, https://kritter.in/post/evolution-of-advertising-the-past-the-present-and-the-future/, http://rd.org.tr/Assets/uploads/1cc3c0b2-236d-4ada-9cbe-8a24420611c5.pdf |
| 4 | The role of ad agencies and other marcom organizations | Belch E.G. and Belch A. M. (2021). Advertising and Promotion: An Integrated Communications Perspective, 12 e. McGraw Hill, pp.68-109 Belch E.G. and Belch A. M. (2007). Advertising and Promotion: An Integrated Communications Perspective, McGraw Hill, pp.69-99 |
| 5 | The role of ad agencies and other marcom organizations | Belch E.G. and Belch A. M. (2021). Advertising and Promotion: An Integrated Communications Perspective, 12 e. McGraw Hill, pp.68-109 Belch E.G. and Belch A. M. (2007). Advertising and Promotion: An Integrated Communications Perspective, McGraw Hill, pp.69-99 |
| 6 | Creative strategy: Planning and development | Belch E.G. and Belch A. M. (2021). Advertising and Promotion: An Integrated Communications Perspective, 12 e. McGraw Hill, pp. 254-285 Belch E.G. and Belch A. M. (2007). Advertising and Promotion: An Integrated Communications Perspective, McGraw Hill, pp.234-291 |
| 7 | Creative strategy: Implementation and evaluation | Belch E.G. and Belch A. M. (2021). Advertising and Promotion: An Integrated Communications Perspective, 12 e. McGraw Hill, pp.286-323 Belch E.G. and Belch A. M. (2007). Advertising and Promotion: An Integrated Communications Perspective, McGraw Hill, Chapter 7 |
| 8 | Media planning and strategy | Belch E.G. and Belch A. M. (2021). Advertising and Promotion: An Integrated Communications Perspective, 12 e. McGraw Hill, pp. 324-359 Belch E.G. and Belch A. M. (2007). Advertising and Promotion: An Integrated Communications Perspective, McGraw Hill, Chapter 8 |
| 9 | Measuring the effectiveness of advertising and IMC program | Belch E.G. and Belch A. M. (2021). Advertising and Promotion: An Integrated Communications Perspective, 12 e. McGraw Hill, pp. 592-630 Belch E.G. and Belch A. M. (2007). Advertising and Promotion: An Integrated Communications Perspective, McGraw Hill, Chapter 15 |
| 10 | Evaluating the social, ethical and economic aspects of advertising | Belch E.G. and Belch A. M. (2021). Advertising and Promotion: An Integrated Communications Perspective, 12 e. McGraw Hill, pp. 710-741 Belch E.G. and Belch A. M. (2007). Advertising and Promotion: An Integrated Communications Perspective, McGraw Hill, Chapter 18 |
| 11 | Goodvertising, Non-profit Advertising | https://www.marketingturkiye.com.tr/haberler/cannes-lionsun-en-iyi-10-goodvertising-reklami/ https://goodvertising.site/imo/ https://www.jcdecaux.com/blog/goodvertising-cannes-lions-2018-advertising-does-more-justsell https://www.marketingturkiye.com.tr/haberler/dunyayi-kurtaran-reklamcilar/ https://www.marketingturkiye.com.tr/haberler/mr-goodvertising-amacin-anlamini-kaybettik/ https://www.wildapricot.com/blog/nonprofit-advertising#takeaway- https://www.thebalancesmb.com/what-is-nonprofit-marketing-2295530 https://blog.hubspot.com/marketing/how-to-run-a-lean-mean-nonprofit-marketing-machine |
| 12 | Business-to-business Advertising | https://blog.hubspot.com/marketing/b2b-marketing, https://adespresso.com/blog/50-amazing-b2b-facebook-ads-inspire/, https://www.warc.com/content/article/bestprac/what-we-know-about-business-to-business-marketing/110505, https://www.warc.com/content/article/bestprac/the-warc-guide-to-rethinking-b2b-marketing/136323, https://www.warc.com/content/article/mkt/business-to-business-whats-different-about-b2b-marketing/96370, https://www.warc.com/content/article/event-reports/how-and-why-microsoft-has-transformed-its-b2b-marketing-focus-from-product-to-people/134824 |
| 13 | International Advertising | Belch E.G. and Belch A. M. (2021). Advertising and Promotion: An Integrated Communications Perspective, 12 e. McGraw Hill, pp.630-665 Belch E.G. and Belch A. M. (2007). Advertising and Promotion: An Integrated Communications Perspective, McGraw Hill, Chapter 16 |
| 14 | Case studies’ discussion: Success and failures in advertising management, estate, health-care, and purpose-driven advertising | http://eds.b.ebscohost.com/eds/results?vid=0&sid=9dc1c814-afaa-4147-8b8c-b52cd4bd94c2%40sessionmgr102&bquery=failures%2Bin%2Badvertising&bdata=JmNsaTA9RlQxJmNsdjA9WSZsYW5nPXRyJnR5cGU9MCZzZWFyY2hNb2RlPVN0YW5kYXJkJnNpdGU9ZWRzLWxpdmU%3d, https://www.fastcompany.com/90565253/the-25-most-spectacular-branding-fails-of-the-last-25-years, https://adespresso.com/blog/real-estate-advertising-facebook/, https://blog.homespotter.com/2019/04/02/catchy-real-estate-ads/, https://penji.co/best-healthcare-ads/, https://www.ama.org/marketing-news/the-5-best-healthcare-marketing-ads-of-2019/, https://healthcaresuccess.com/, https://www.warc.com/content/article/event-reports/best-practices-for-purpose-driven-marketing-from-the-warc-awards-cannes-lions-and-ogilvy-awards/132396, https://www.warc.com/newsandopinion/opinion/in-a-global-crisis-brands-purpose-shifts-to-how-can-we-help/3813, https://www.warc.com/newsandopinion/news/why-getting-purpose-right-matters--for-brands-and-agencies/42865, https://www.warc.com/content/article/event-reports/toms-shoes-five-basic-best-practices-for-purpose-driven-marketing/102394, https://www.warc.com/newsandopinion/opinion/purpose-ushers-in-a-new-era/2890 |
| 15 | Semester Review | |
| 16 | Final Project |
| Course Notes/Textbooks | ||
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury |
1
|
40
|
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
30
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
60
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
1
|
14
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
23
|
23
|
| Presentation / Jury |
1
|
40
|
40
|
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
25
|
25
|
| Final Exam |
0
|
||
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field. |
X | ||||
| 2 | To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods. |
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| 3 | To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice. |
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| 4 | To be able to use analytical thinking skills in the field of Public Relations and Advertising. |
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| 5 | To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders. |
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| 6 | To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field. |
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| 7 | To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems. |
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| 8 | To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise. |
X | ||||
| 9 | To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes. |
|||||
| 10 | To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising. |
X | ||||
| 11 | To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1) |
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| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
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| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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