COURSE INFORMATION
Course Title: ADVERTISEMENT MANAGEMENT AND CREATIVITY
Code Course Type Regular Semester Lecture Recit. Lab Credits ECTS
BUS 432 B 2 - - - 3 6
Lecturer and Office Hours: Ledina Ferhati 3
Teaching Assistant(s) and Office Hours: -
Language: English
Compulsory/Elective: Elective
Classroom and Meeting Time: E 311 18:00
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: Comprehending of advertising life, analyzing consumer behaviors and decision processes, markets, analysis and firms, strategies in different markets.The course will begin by taking a brief look at the history and background of advertising, moving on to examine the myriad of ways advertising can be used by various practitioners. The role that advertising plays within both the marketing mix and the promotional mix is then identified, emphasizing the need for integration into the whole marketing planning process at every level.
COURSE OUTLINE
Week Topics
1 Introduction - Key Concepts in Advertising and Promotion
2 The growth of advertising and advertising methods
3 Advertising and marketing / Broader communication mix
4 Effective audience communication
5 How the advertising industry is organized
6 The strategic planning process
7 Knowing and understanding the audience
8 Processing the message
9 Midterm exam
10 Creative tactics and brand awareness
11 Ethics and Advertising
12 Global advertising
Prerequisite(s): N/A
Textbook: Strategic Advertisement Management ( Larry Percy-Richard Elliot) Consumer Behavior Matin .A. Khan Marketing Insights from A-Z Philip Kotler
Other References:
Laboratory Work:
Computer Usage:
Others: No
COURSE LEARNING OUTCOMES
1 Learning of advertising system and possibility analysis
2 Analyzing of economic deciding processes of a consumer
3 Determination of market, demand, functions as theoretically, practically. Fixing of elasticity's concerning these functions.
4 Learning of firm strategies in advertisement in short and long term
5 Learning how to have a global strategy and use it.
6 Analyzing the consumer behavior.
7 Rules of business ethics
COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution)
No Program Competencies Cont.
COURSE EVALUATION METHOD
Method Quantity Percentage
Midterm Exam(s)
1
40
Final Exam
1
50
Attendance
10
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) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Mid-terms 1 16 16
Assignments 0
Final examination 1 10 10
Other 1 28 28
Total Work Load:
150
Total Work Load/25(h):
6
ECTS Credit of the Course:
6