Digital Advertising

Course Code:

ADV 273

Course Period:

Autumn

Course Type:

Core

P:

3

Lab:

0

Credits:

3

ECTS:

6

Course Language:

English

Courses given by:

Levent DİCLE

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
No	Program Learning Outcomes	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

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