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Course Code: 
ADV 241
Course Period: 
Autumn
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
4
Prerequisite Courses: 
Course Language: 
English
Course Coordinator: 
Courses given by: 
Course Objectives: 
The aim of this course is to help students understand the importance of integrating all advertising and marketing communications and how they are produced and transmitted.
Course Content: 

The course covers the following topics: integrated marketing communications, IMC advertising tools, IMC promotional tools, advertising design, sales promotions and IMC planning process

Course Methodology: 
1-Lecture 2- Interactive Lecture 12- Group work 16- Oral Exam
Course Evaluation Methods: 
A Exam B- Oral Exam / Presentation E- Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes  Program Learning Outcomes Teaching Methods  Assessment Methods 
1) Defines integrated advertising and marketing communications

 

1,2,3,4,5,6,9,10 1,2,16 A,B,C
2) Defines integrated marketing communications promotional tools 1,2,4,5,6,10 1,2,16 A,B,C
3) Understands advertising campaign management  1,2,4,5,6,10 1,2,12,16 A,B,C
4) Defines IMC and advertising tools         1,2,4,5,6,10 1,2,12,16 A,B,C
5) Develops an Integrated Advertising and

Marketing Communications campaign

        1,2,4,5,6,7,8,9,10 1,2,12,16 A,B,C

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Introduction  
2 The Integrated Marketing Communications Foundation Chapter 1
3 Brand management- buyer behaviours Chapter 2-3
4 IMC advertising tools Chapter 5-6-7
5 IMC promotional tools Chapter 11
6 Advertising design Chapter 11
7 Midterm  
8 Sales promotions Chapter 12
9 Integrated Advertising and

Marketing Communications

 
10 Integrated Advertising and

Marketing Communications

 
11 Integrated Advertising and

Marketing Communications

 
12 Project Presentations  
13 Project Presentations  
14 Project Presentations  
15 Evaluation   
16 FINAL EXAM  

Recommended Sources

RECOMMENDED SOURCES
Textbook Clow, K. E., & Baack, D. (2004). Integrated advertising, promotion & marketing communications. Upper Saddle River, N.J: Pearson Prentice Hall.

 

Additional Resources  

Material Sharing

MATERIAL SHARING
Documents  
Assignments Group project 
Exams Midterm and Final

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-term 1 40
Project  1 30
Presentation 1 30
Total   100
Contribution of Final Examination to Overall Grade   60
Contribution of In-Term Studies to Overall Grade   40
Total   100

 

COURSE CATEGORY Field Course

Course’s Contribution to Program

COURSE CONTRIBUTION TO PROGRAM
No Program Learning Outcomes Contribution
1 2 3 4 5
1 Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences         x
2 Students design advertisements suitable for both traditional and digital media.         x
3 Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives.       x  
4 Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards.         x
5 Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes.         x
6 Students create and lead media strategies in the field of advertising.      x    
7 Students abide by universal values, law and ethical principles. x        
8 Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members.   x      
9 Students adopt the critical approach in evaluating knowledge and skills related to the field. x        
10 Students demonstrate knowledge and understanding of the concepts and models related to the field.       x  

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration 14 3 42
Hours for off-the-classroom study (Pre-study, practice) 15 3 45
Mid-term 1 3 3
Project and presentation of the project 1 10 10
Final  1 3 3
Total Work Load     103
Total Work Load / 25 (h)     4,12
ECTS Credit of the Course     4