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Course Code: 
ADV 101
Course Period: 
Autumn
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
3
Course Language: 
English
Courses given by: 
Course Objectives: 
The aim of this course is to introduce the basic terms of the advertising process and profession, explain how this process works, and how an advertising campaign project is planned and executed.
Course Content: 

The definition of advertising, its comparision with other promotional techniques, definition of duties in the profession, professional groups contributing the advertising process, the place of advertising in market communications, the preparation of an ad campaign project with all its steps.

Course Methodology: 
1-Lecture 2- Interactive Lecture 5- Problem Solving 6- Case Study 9- Demonstration 15- Assignment 19- Guest Speaker
Course Evaluation Methods: 
A-Exam C- Homework - Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes  Program Learning Outcomes Teaching Methods  Assessment Methods 
1) Explains advertising and marketing communications. 1, 3, 5, 7, 9, 10 1,2,6 A,C,E
2) Defines the characteristics of the advertising process and profession.  1, 4, 5, 7, 9, 10 1,2,6 A,C,E
3) Teaches the planning and execution of ad campaigns through case study examinations.  1, 2, 4, 5, 7, 10 1,2,6,15 A,C,E
4) Guides the students in preparing original work on the subject.   1, 2, 4, 5, 7, 9, 10 1,2,6,9,15 A,C,E
5) Encourages students in presenting their own campaign projects in the class environment. 1, 2, 4, 5, 6, 7, 8, 9, 10 2,15 A,C,E
6) Shares professionals’ experiences with the class.  1, 2, 4, 5, 7, 8, 9, 10 2,5,19 A,C,E

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Introduction, concepts of advertising, creative agency, media planning agency, agency departments, definitions of  advertising business roles, types of advertising. Books, personal notes
2 The place of advertising in marketing and marketing communications. Books, personal notes and materials
3 Research techniques in advertising, market research, SWOT analysis. Books, personal notes and materials, cases
4 The Planning process in advertising Books, personal notes and materials, cases
5 Segmentation and target group selection, media selection, communication strategies, budgeting etc. Books, examples and cases
6 Examining case studies. Cases
7 Midterm Examination  
8 Advertising Communication Models Books, personal notes and materials
9 Advertising media Books, personal notes and materials, media advertising examples
10 Types of Marketing Communication (Direct response, sponsorship, event marketing, sales promotion, public relations.) Definitions and differences. Books, personal notes and materials
11 Implementation of advertising campaigns: Defining how to prepare ad campaign projects, by the help of case studies I; Discussions about the term paper. Execution of Campaign Planning, cases
12 Implementation of advertising campaigns: Defining how to prepare ad campaign projects, by the help of case studies II; Discussions about the term paper. Execution of Campaign Planning, cases
13 Discussions about advertising campaigns, case studies, questions about the term paper Case studies
14 Discussions about advertising campaigns, case studies, questions about the term paper Case studies
15 Final discussion about the course and final questions  
16 FINAL EXAMINATION   

Recommended Sources

RECOMMENDED SOURCES
Textbook Wells, Moriarty, and Burnett, Advertising:Principles and Practice, Prentice Hall, USA, 2011
Additional Resources Projects and Cases. 

Material Sharing

MATERIAL SHARING
Documents Slides, video, printed materials
Assignments Campaign projects
Exams Midterm (theoretical), Final (Exam and project submission)

 

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms 1 80
Assignment  2 20
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) 4 3 12
Mid-terms 1 3 3
Assignments 2 6 12
Final (Exam and project submission) 1 3 3
Total Work Load     72
Total Work Load / 25 (h)     2,88
ECTS Credit of the Course     3