COURSE INFORMATION Course Title: ADVERTISEMENT MANAGEMENT AND CREATIVITY

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 432	B	2	3	0	0	3	6

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Teoman Duman
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Classroom and Meeting Time:
Course Description:	Advertising Management and Creativity: The role of advertising in the marketing mix and its economic and social effects; advertising agencies, advertising campaign management - budgeting, media selection, and creation of the advertisement measurement of the effectiveness of advertising
Course Objectives:	This course is an upper level marketing management course designed to cover theoretical and practical aspects of business promotion management. The course content assembles advertising theories and research, case studies and promotional planning. Focus in course projects and practices is given to modern communication techniques and tools including mobile technologies and social media communication. Course objectives include teaching students main communication theories relevant to advertising management, having students understand practical application of theories through case studies and stimulating skill development in preparing promotion plan for a local business through group projects.

COURSE OUTLINE

Week	Topics
1	Course Planning; Chapter 1: An Introduction to Integrated Marketing Communications; Chapter 2: The Role of IMC in the Marketing Process
2	Planning for chapter presentations, case study and group project assignments Chapter 15: Social Media Marketing Plan (Barker et al. 2013) Appendix: Barker et al. (2013) Kerin and Peterson (2010). Chapter 3: Marketing Decision Making and Case Analysis. p. 53
3	Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations; Chapter 4: Perspectives on Consumer Behavior
4	Chapter 5: The Communication Process; Chapter 6: Source, Message and Channel Factors
5	Chapter 7: Establishing Objectives and Budgeting for the Promotional Program; Chapter 8: Creative Strategy: Planning and Development
6	Chapter 9: Creative Strategy: Implementation and Evaluation; Chapter 10: Media Planning and Strategy
7	Chapter 11: Evaluation of Media: TV and Radio; Chapter 12: Evaluation of Media: Magazines and Newspapers
8	Midterm Exam
9	Chapter 13: Support Media; Chapter 14: Direct Marketing
10	Chapter 15: The Internet: Digital and Social Media; Chapter 16: Sales Promotion
11	Chapter 17: Public Relations, Publicity and Corporate Advertising: Chapter 18: Measuring the Effectiveness of the Promotional Program
12	Chapter 19: International Advertising and Promotion;
13	Chapter 20: Regulation of Advertising and Promotion
14	Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion; Chapter 22: Personal Selling (Online)

Prerequisite(s):	BUS 221 Marketing 1 and BUS 222 Marketing II
Textbook:	Belch, G. E. and Belch M.A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill: New York, NY, USA. Barker, M., Barker, D., Bormann, N. and Neher, K. (2013). Social Media Marketing: A Strategic Approach. Cengage Learning: Boston, MA, USA. Kerin, R. A. and Peterson, R. A. (2010). Strategic Marketing Problems: Cases and Comments. 12th ed. Pearson: New Jersey, NJ, USA.
Other References:	Mahoney, L. M. and Tang, T. (2016). Strategic Social Media: From Marketing to Social Change. John Wiley and Sons Inc.: West Sussex, UK. Minazzi, R. (2015). Social Media Marketing in Tourism and Hospitality. Springer: London, UK.
Laboratory Work:	Yes
Computer Usage:	No
Others:	No

COURSE LEARNING OUTCOMES

1

1

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Master of Science in Banking and Finance Program
1	The students are gained the ability to look at the problems of daily life from a broader perspective. They gain the needed skills not only to understand economic problems in banking and finance but also to construct a model and defend in meaningful way.	1
2	They have knowledge about the finance and banking.	1
3	They have knowledge about the money and banking.	1
4	They have knowledge about the international finance and banking.	1
5	They have ability to use mathematical and statistical methods in banking and finance.	1
6	They know how to use computer programs in both daily office usage and statistical data evaluations in banking and finance department.	1
7	They have necessary banking and finance skills that needed in private and public sector.	1
8	They are intended to be specialist in one of departmental fields that they choose from the list of general economics, finance economics, public finance, corporate finance, finance management, international finance markets and institutions, banking and central banking, international finance and banking, money and banking, international trade and banking.	1
9	They have ability to utilize fundamental economic theories and tools to solve economic problems in banking and finance.	1
10	They are aware of the fact that banking and finance is a social science and they respect the social perspectives and social values of the society’s ethics.	1

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Presentation	1	40
Project	1	20
Final Exam	1	20
Other	1	20
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	14	2	28
Hours for off-the-classroom study (Pre-study, practice)	2	14	28
Mid-terms	1	2	2
Assignments	1	50	50
Final examination	1	3	3
Other	1	39	39
Total Work Load:			150
Total Work Load/25(h):			6
ECTS Credit of the Course:			6