Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS Credits
3GRF202Advertising and Promotional Campaigns4+0+046

 
Course Details
Language of Instruction Turkish
Level of Course Unit Associate Degree
Department / Program Graphic Design
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course The Advertising and Promotion Campaigns course aims to equip students with the fundamental principles, processes, and strategic planning and management skills in advertising and promotional campaigns. It also aims to develop students' ability to generate and implement creative and innovative ideas for advertising campaigns, analyze media tools, and improve based on feedback.
Course Content This course teaches the planning, implementation, and management processes of advertising and promotion campaigns. Students will learn about the media tools and techniques used in campaigns, develop strategic planning skills, and make improvements based on feedback. Additionally, they will develop creative ideas for advertising campaigns and evaluate the impact of campaigns.
Course Methods and Techniques Theoretical lectures
Case analysis and discussions
Group work
Project development and presentations
Campaign implementations
Prerequisites and co-requisities None
Course Coordinator Instructor Seda MÜFTÜOĞLU
Name of Lecturers Instructor Seda MÜFTÜOĞLU
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Advertising & Promotion: An Integrated Marketing Communications Perspective by George Belch and Michael Belch
In this course, theoretical knowledge related to advertising and promotional campaigns will be provided to students. In addition, case studies, campaign examples, and strategic planning exercises will be conducted. Throughout the course, students will work on creative idea development and strategic media planning.
Proje Teslim Ara Sınav, Proje Teslim Ara Sınav

Course Category
Field %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Project 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 2 28
Hours for off-the-c.r.stud 14 5 70
Assignments 6 3 18
Practice 14 2 28
Project 4 4 16
Final examination 1 1 1
Total Work Load   Number of ECTS Credits 6 161

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Knows and applies the basic principles and processes of advertising and promotional campaigns.
2 Develops and applies creative and innovative ideas for advertising campaigns.
3 Analyzes and uses media tools and techniques employed in advertising campaigns.
4 Carries out strategic planning and management for advertising and promotional campaigns.
5 Evaluates the effects of advertising campaigns and makes improvements based on feedback.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 1st Week: Introduction and Course Overview Advertising & Promotion: An Integrated Marketing Communications Perspective by George Belch and Michael Belch The Copywriter's Handbook by Robert Bly
2 2nd Week: Basic Principles of Advertising and Promotion Campaigns Ogilvy on Advertising by David Ogilvy Advertising Principles and Practices by William D. Wells
3 3rd Week: Developing Creative and Innovative Ideas Hey, Whipple, Squeeze This by Luke Sullivan Creativity in Advertising by Margaret A. Morrison
4 4th Week: Using Media Tools and Techniques The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying by Helen Katz
5 5th Week: Strategic Planning and Management Strategic Advertising Management by Larry Percy and Richard Elliott Advertising Campaign Strategy by Donald E. Parente
6 6th Week: Receiving Feedback and Improvement The Feedback Fix by Joe Hirsch Radical Candor by Kim Scott
7 7th Week: Applied Project Work The Creative's Guide to Starting a Business by Harriet Kelsall
8 8th Week: Evaluation of Advertising Effectiveness Advertising Campaign Planning by Jim Aitchison
9 9th Week: Managing Digital Advertising Campaigns Digital Advertising by Andrew McStay
10 10th Week: Campaign Optimization The Art of Client Service by Robert Solomon
11 11th Week: Marketing Communication Strategies Marketing Communications: A Brand Narrative Approach by Micael Dahlen
12 12th Week: Preparing a Creative Brief for Advertising Campaigns Advertising Creative: Strategy, Copy, and Design by Tom Altstiel
13 13th Week: Project Presentation and Evaluation Presentation Zen: Simple Ideas on Presentation Design and Delivery by Garr Reynolds
14 14th Week: Final Project Presentations and Evaluation The Presentation Secrets of Steve Jobs by Carmine Gallo

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12
C1 5 5
C2 4 5
C3 4 5
C4 5 4
C5 4 5

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