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Course Code: 
ADV 273
Course Period: 
Spring
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
4
Course Language: 
English
Courses given by: 
Course Objectives: 
The aim of this course is to make students adapt to digital media planning and procurement processes and to teach the digital media planning and purchasing processes by also teaching the working systems of digital advertising media, agencies and content producing mechanisms.
Course Content: 

Definition and history of digital media, advertising models, working methods of digital media, digital platforms, global and local measurements, working systems of digital planning and content production agencies, media purchasing processes and data segmentation, secure internet and misleading advertising methods, digitalized advertising media and sample working models etc.

Course Methodology: 
1-Lecture 2- Interactive Lecture 6- Case Study 7- Brainstorming 8- Pairwork 15- Assignment 19- Guest Speaker
Course Evaluation Methods: 
A-Exam B- Oral Exam / Presentation C- Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes  Program Learning Outcomes Teaching Methods  Assessment Methods 
1) Teaches the basic concepts and terms of Digital Advertising. 1, 2, 3, 5, 8, 10 1,2,6,7,8 A
2) Describes digital ad platforms and models. 1, 2, 3, 5, 8, 10 1,2,15,19 A,C
3) Indicates the importance of digital advertising in digital marketing. 1, 2, 3, 5, 8, 10 1,2,6,7,15,19 A,C
4) Teaches digital media planning, digital content production and creation of digital advertising projects with examples. 1, 2, 4, 5, 8, 10 1,5,6,8,15,19 A,B,C
5) Benefits from the experiences of the leading people in the advertising industry.  8, 10 1,2,6,7,15,19 A,C

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Introduction: Digital advertising history in the World and Turkey Banner, internet, new-media, social-media
2 Digital advertising terms and advertising platforms Facebook,twitter,instagram,youtube
3 Traditional digital advertising models and web platform Web, www, click, cpm, cpa, cpl, cpc,
4 Mobile Advertising Mobile Phone, App, Ios, Android
5 Search engine advertising, Sem & Seo Google Advertising
6 Social Media Twitter, Instagram, Facebook
7 MIDTERM  
8 Native advertising models Organic Advertising
9 Online Video Advertising Youtube, OTT
10 Global and local digital measurement methods,  Gemius, Google Analytics, Sizmek
11 Digital media strategy and content production Dijital Media Agency
12 BigData ; Programatic Programatic
13 Case Study examination  
14 Implementation of the campaign plan, review of campaign samples  
15 Project preparation Admob, GDN, Google Adwords, Google Adsense
16 Final  

Recommended Sources

RECOMMENDED SOURCES
Textbook New Generation Advertising, New Rules for the Digital Age, Fons Van DYCK.
Additional Resources Projects and case studies, wearesocial.com, hootsuite, iab-turkiye, advertisers association

Material Sharing

MATERIAL SHARING
Documents Slayt, video, printed materials
Assignments Campaign projects
Exams Midterm (theoretical), Final (Project and examination)

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms 1 60
Quizzes 1 10
Assignment 4 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 Courses

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-terms 1 2 2
Pop-quiz 1 1 1
Assignment 4 1 4
Final (Examination, project, and presentation) 1 15 15
Total Work Load     109
Total Work Load / 25 (h)     4,36
ECTS Credit of the Course     4