Dokuz Eylül University Information Package / Courses Catalog

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type Of Course	D	U	L	ECTS
MRK 4222	ADVERTISING MANAGEMENT	ELECTIVE	3	0	0	5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR BILGE AYKOL

Offered to

BUSINESS ADMINISTRATION

Course Objective

This course aims to examine the nature and scope of advertising and its place within marketing strategy decisions and society. In addition, the objective of this course is to provide students a thorough understanding of studying methods of planning, preparing, placing and evaluating an advertising message in the applicable media considering the legal constraints.

Learning Outcomes of the Course Unit

1	Demonstrate an understanding of basic concepts and strategies related to advertising management.
2	Describe the processes in advertising campaign management in order to be able to handle an advertising campaign in real marketing situations.
3	Demonstrate an understanding of ethics in advertising and their responsibility within the framework of related regulations in order not to deceive the target audience and behave responsibly.
4	Recognize advertising concepts and strategies of companies through oral and/or written presentations. Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
5	Demonstrate high communication skills through presenting a written report.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week	Subject	Description
1	Introduction Integrated Marketing Communications	Ch. 1: Integrated Marketing Communications (Clow & Baack, 2012)
2	Integrated Marketing Communications	Ch. 1: Integrated Marketing Communications (Clow & Baack, 2012)
3	Advertising Management Creative Strategy	Ch.6: Advertising Management (Clow & Baack, 2012) Ch. 7: Advertising Planning and Strategy (Wells et al., 2003) Ch 11: Advertising Creative Strategy (Shimp, 1993)
4	Advertising Design: Theoretical Framework and Types of Appeals	Ch 7: Advertising Design: Theoretical Framework and Types of Appeals (Clow & Baack, 2012)
5	Advertising Design: Message Strategies and Executional Framework	Ch. 8: Advertising Design: Message Strategies and Executional Frameworks (Clow & Baack, 2012)
6	Copywriting	Ch 12: Copywriting (Wells, 2003)
7	Design and Production	Ch. 13: Design and Production (Wells, 2003)
8	Media Planning and Strategy	Ch. 11: Evaluation of Broadcast Media (Belch & Belch , 2004) Ch. 12: Evaluation of Print Media (Belch & Belch, 2004)
9	Media Planning and Strategy	Ch. 12: Evaluation of Print Media (Belch & Belch, 2004) Ch. 13: Support Media (Belch & Belch, 2004)
10	Evaluation of Advertising Programs	Ch 15: Evaluating an Integrated Marketing Program (Clow & Baack, 2012) Ch. 14: Assessing Advertising Effectiveness (Shimp, 1993)
11	Regulations and Ethical Concerns	Ch 14: Regulations and Ethical Concerns (Clow & Baack, 2012)
12	Term project presentations

Recomended or Required Reading

Clow, Kenneth E. & Baack, Donald (2012). Integrated Advertising, Promotion, and Marketing Communications. 2nd edition, New Jersey: Pearson Prentice Hall.
Wells, William, John Burnett, and Sandra Moriarty (2003). Advertising: Principles and Practice. New Jersey: Pearson.
Belch, George E. and Michael A. Belch (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill.
Shimp, Terence A. (1993). Promotion Management & Marketing Communications. Florida: Dryden Press.
Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1994). Promotional Strategy: Managing the Marketing Communications Process. New York: Irwin McGraw-Hill.

Planned Learning Activities and Teaching Methods

1. Written and Oral Presentations
2. Lecture
3. Assignment

Assessment Methods

SORTING NUMBER	SHORT CODE	LONG CODE	FORMULA
1	MT	Midterm
2	TP	TermProject
3	FN	Final
4	FCG	FINAL COURSE GRADE	MT * 0.40 +TP * 0.20 + FN * 0.40
5	RST	RESIT
6	FCGR	FINAL COURSE GRADE (RESIT)	MT * 0.40 + TP * 0.20 + RST * 0.40

Further Notes About Assessment Methods

Term project refers to the evaluation of recent advertising campaigns for a specific brand on pre-specified criteria. A guide regarding the evaluation criteria will be handed out in the class.

Assessment Criteria

1. Late submissions of reports will not be graded
2. No excuses for the assignments, discussions and presentations will be accepted.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students must obey the time limits of their presentation.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

Wednesday 15.20-17.20

Work Placement(s)