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Course Code: 
ADV 410
Course Type: 
Elective
P: 
2
Lab: 
2
Credits: 
3
ECTS: 
15
Course Language: 
English
Courses given by: 
Course Objectives: 
Technology and communication tools are developing rapidly today; advertising principles and strategies can not be expected to remain the same. With the widespread use of mobile phones and the development of digital marketing, the target audience and customers have become more accessible. In this course, it is aimed to provide students with theoretical and practical knowledge about all the aspects of mobile marketing and advertising via the leading companies and to enable them to participate in the mobile marketing and advertising processes of those companies.
Course Content: 

Students will be familiar with all aspects of mobile marketing and advertising and will have theoretical and practical knowledge on topics in the education agenda which is coordinated by the Mobile Marketing Association (MMA).

Course Methodology: 
1-Lecture 2- Interactive Lecture 6- Case Study 7- Brainstorming 12- Groupwork 13- Fieldwork 15- Assignment 19- Guest Speaker
Course Evaluation Methods: 
A-Exam B- Oral Exam / Presentation C- Homework E- Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes  Program Learning Outcomes Teaching Methods  Assessment Methods 
1) Reinforcing knowledge of the new media components such as digital marketing, digital advertising, mobile marketing, mobile advertising and social media. 1, 2, 4, 5, 6, 8 1, 2, 6, 7, 15, 19 A, C
2) Reinforcing new media terminology 1, 4, 6, 8 1, 2, 15 A, C
3) Knowledge about trends and new technologies 1, 2, 4, 6, 8 1, 2, 6, 7, 15, 19 A, B, C, E
4) Reinforcing knowledge with educational materials and cases 1, 2, 3, 4, 5, 6, 7, 8 1, 2, 6, 7, 12, 13, 15, 19 B, C, E
5) Listening to different approaches of leading companies in the field of mobile marketing and advertising and contributing to their mobile marketing and advertising processes 1, 2, 4, 5, 6, 8 2, 6, 7, 12, 13, 15, 19 B, C, E

Course Flow

COURSE CONTENT
Week Topics Study Materials / 

Related Preparation

1 Introduction, Syllabus Evaluation and Review of the Plan NMA
2 Turkey in the Digital Data - Numbers Kantar
3 Google Advertising Solutions Google
4 Facebook Creative Advertising Facebook
5 Measurement & Analytical Adjust
6 Digital Content Creation & Planning Onedio
7 MID TERM  
8 Influencer Marketing GoogleAdLab
9 Application Development AppSamurai
10 Games, gameplay, and e-sports Gameloft
11 Mobile Commerce & Payment Tools Gitti Gidiyor-Sahibinden
12 Data: Data types, data storage and usage Zubizu-IBM
13 Other Advertising Types GroupM / Publicis
14 Media Planning Mediacom
15 Final discussion on digital marketing  
16 FINAL EXAM  

Recommended Sources

RECOMMENDED SOURCES
Textbook Advertising Media Planning, Seventh Edition (Jack Z. Sissors, Roger B. Baron), 2010
Media Planning (Ephron, Ervin.) 2006
Additional Resources Lecturer’s course notes

Material Sharing

MATERIAL SHARING
Documents Course notes will be given weekly.
Assignments Assignments will be given in class.
Exams  

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-term 1 20
Projects  5 40
Presentations 5 40
Total   100
Contribution of Final Examination to Overall Grade   60
Contribution of In-Term Studies to Overall Grade   40
Total   100

 

COURSE CATEGORY Elective 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 4 56
Hours for off-the-classroom study (Pre-study, practice) 14 12 168
Mid-terms 1 4 4
Projects 5 25 125
Presentations 5 2 10
Final  1 4 4
Total Work Load     367
Total Work Load / 25 (h)     14,68
ECTS Credit of the Course     15