Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
3GRF202Advertising and Promotional Campaigns4+0+03604.06.2026

 
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
Team work
Project development and presentations
Campaign implementations
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof. Betül GÜNDOĞAN https://abis.gedik.edu.tr/betul-gundogan betul.gundogan@gedik.edu.tr
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Advertising & Promotion: An Integrated Marketing Communications Perspective by George Belch and Michael Belch
Sullivan, L. (2016). Hey, Whipple, squeeze this: The classic guide to creating great ads (5th ed.). Wiley
Course Slides
Course Notes In this course, students will be provided with theoretical knowledge regarding advertising and promotional campaigns. Additionally, the course will include case studies, campaign examples, and strategic planning exercises. Throughout the course, students will work on developing creative ideas, strategic media planning, and preparing an advertising campaign.
Exams Ödev, Ara Sınav, Yarıyıl Sonu Sınavı

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 % 0
Final examination 1 % 50
Total
2
% 50

 
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 1 5 5
Presentation 1 5 5
Mid-terms 1 5 5
Practice 14 2 28
Final examination 1 15 15
Total Work Load   Number of ECTS Credits 6 156

 
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.
6 Prepares and presents an example of an advertising campaign as part of a team project.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 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 Basic Principles of Advertising and Promotion Campaigns Ogilvy on Advertising by David Ogilvy Advertising Principles and Practices by William D. Wells
3 Developing Creative and Innovative Ideas Hey, Whipple, Squeeze This by Luke Sullivan Creativity in Advertising by Margaret A. Morrison
4 Media Selection, Planning, and Utilization The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying by Helen Katz
5 Strategic Planning and Management Strategic Advertising Management by Larry Percy and Richard Elliott Advertising Campaign Strategy by Donald E. Parente
6 Receiving Feedback and Improvement The Feedback Fix by Joe Hirsch Radical Candor by Kim Scott
7 Evaluation of Advertising Campaigns The Creative's Guide to Starting a Business by Harriet Kelsall
8 Management of Digital Advertising Campaigns Advertising Campaign Planning by Jim Aitchison
9 Campaign Optimization The Art of Client Service by Robert Solomon
10 Marketing Communication Strategies Marketing Communications: A Brand Narrative Approach by Micael Dahlen
11 Preparing a Creative Brief for an Advertising Campaign Hey, Whipple, Squeeze This – Luke Sullivan
12 Campaign Presentations I Presentations
13 Campaign Presentations II Presentations
14 Campaign Presentations III Presentations

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12
C1 4
C2 4 5
C3 5 4
C4 4 5 4
C5 4 5
C6 5 4

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  https://obs.gedik.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=240205&curProgID=55&lang=en