ADVERTISING

Course Description

This course introduces the fundamental principles and practices of advertising within contemporary marketing environments. It examines the role of advertising in integrated marketing communications and explores how brands develop persuasive messages to reach target audiences across traditional and digital media. Students will learn key concepts such as audience analysis, positioning, creative strategy, copywriting, media planning, and campaign evaluation. The course also addresses ethical considerations, regulatory issues, and the impact of emerging technologies on advertising effectiveness. By the end of the course, students will be able to critically analyze advertising campaigns and design basic strategic advertising plans.

ADVERTISING

Evaluation Tools (Active Term)

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 Belch, G. E., & Belch, M. A. (2020). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw Hill.

Learning Outcomes

1. L01 Assess the importance and role of advertising in the corporate marketing strategy SOLO 4
2. L02 Evaluate the role of the advertising agency in the design of successful advertising programs SOLO 4
3. L03 Construct a market targeting plan (segmentation, targeting and positioning) SOLO 5
4. L04 Study and evaluate the nature and role of various media vehicles in disseminating marketing messages SOLO 4
5. L05 Appraise the advantages and disadvantages of each type of media as communication methods incorporated in an integrated media strategy SOLO 4
6. L06 Design and evaluate an advertising campaign SOLO 5
7. L07 Build an integrated marketing communications campaign SOLO 5

Program Outcomes

1. P01 Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied knowledge in these areas in complex engineering problems.
2. P02 Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
3. P03 Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way as to meet the desired result; ability to apply modern design methods for this purpose.
4. P04 Ability to devise, select, and use modern techniques and tools needed for analysing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively
5. P05 Ability to design and conduct experiments, gather data, analyse and interpret results for investigating complex engineering problems or discipline specific research questions.
6. P06 Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7. P07 Ability to communicate effectively in Turkish, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
8. P08 Recognition of the need for lifelong learning ; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9. P09 Consciousness to behave according to ethical principles and professional and ethical responsibility; knowledge on standards used in engineering practice.
10. P10 Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about sustainable development.
11. P11 Knowledge about the global and social effects of engineering practices on health, environment, and safety, and contemporary issues of the century reflected into the field of engineering; awareness of the legal consequences of engineering solutions.

Po-Lo Matrix