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 Political Science and International Relations Program
1	Having and using advanced knowledge and comprehension supported by textbooks including actual knowledge in political sciences and international relations literature, materials and the other scientific resources.	1
2	Analyzing data, ideas and concepts of current political issues and international relations, determining complex events and topics, making discussions and developing new suggestions in accordance with researches.	1
3	Having knowledge and thought about actual topics and problems together with their historical, social and cultural aspects.	1
4	Introducing those who are interested in politics and international events with the topics of Political Science and IR and teaching clearly the problems and the types of solutions.	1
5	Improving skills of working together with the main social science disciplines and other disciplines which are related to Political Science and International Relations.	1
6	Improving critical thinking and skills in making research independently.	1
7	Developing solutions about the problems and conflicts which are common in national and international arena.	1
8	Improving skills for leadership and research and analyze capacity of those who is responsible with national and international ones.	1
9	Knowing any foreign language enough to communicate with colleagues and understand actual researches and articles.	1
10	Gaining IT skills to use computer and technology) in order to reach actual knowledge.	1
11	Gaining skills to follow societal, scientific and ethic values during collecting, interpreting, conducting of data related to social and political developments.	1
12	Having consciousness about human rights and environment.	1
13	Gaining the skills to follow actual developments and pursue long-life learning.	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