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	7.5

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:	Mirdaim Axhami , Ph,D 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:	This course is designed to cover integrated marketing communications theory and practice. The course content assembles advertising theories and research, case studies and promotional planning in different business contexts. Focus in course implementation is given to modern communication techniques and tools including mobile technologies and social media communications.
Course Objectives:	Course objectives include having students; comprehend main communication theories relevant to advertising management; learn from practical applications of communication and advertising theories through case studies, and; develop skills by preparation of a social media promotion plan for a local business

COURSE OUTLINE

Week	Topics
1	Course Introduction and planning Chapter 1: An Introduction to Integrated Marketing Communications; Case study presentation 1
2	Chapter 2: The Role of IMC in the Marketing Process Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations; Case presentations 2 and 3 Establishment of case study presentation groups and dates Establishment of promotion plan groups Chapter 15: Social Media Marketing Plan (Barker et al. 2013) Appendix: Barker et al. (2013)
3	Chapter 4: Perspectives on Consumer Behavior Chapter 5: The Communication Process; Case presentations 4 and 5
4	Group meetings to identify businesses in Albania for promotion plans
5	Chapter 6: Source, Message and Channel Factors Chapter 7: Establishing Objectives and Budgeting for the Promotional Program; Case presentations 6 and 7
6	Chapter 8: Creative Strategy: Planning and Development Chapter 9: Creative Strategy: Implementation and Evaluation Case presentations 8 and 9
7	Midterm exams
8	Chapter 10: Media Planning and Strategy Chapter 11: Evaluation of Media: TV and Radio; Case presentations 10 and 11
9	Chapter 12: Evaluation of Media: Magazines and NewspapersChapter 13: Support Media Case presentations 12 and 13
10	Chapter 14: Direct Marketing Chapter 15: The Internet: Digital and Social Media; Case presentations 14 and 15
11	Chapter 16: Sales Promotion Chapter 17: Public Relations, Publicity and Corporate Advertising: Case presentations 16 and 17
12	Chapter 18: Measuring the Effectiveness of the Promotional Program Chapter 19: International Advertising and Promotion Case presentations 18 and 19
13	Chapter 20: Regulation of Advertising and Promotion Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion; Case presentations 20 and 21 Chapter 22: Personal Selling (Online) (Eliminated)
14	Group project presentations , Next week: Final Exam

Prerequisite(s):	Introductory marketing courses
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.
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:	No
Computer Usage:	Yes
Others:	No

COURSE LEARNING OUTCOMES

1	Evaluate and comment on the role of communication and advertising theories in business
2	Use main concepts of advertising management in devising promotion plans
3	Propose social media communication strategies for companies
4	Devise a promotion plan for a local business in Albania

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

No	Program Competencies	Cont.
Master of Science in Business Administration Program
1	Integrate theories from business and economics to tackle business problem	5
2	Inspire an open minded-attitude through continuous learning and team-work.	5
3	Demonstrate ethical, social, and legal responsibilities in organizations	5
4	Organize and pursue scientific research projects	5
5	Enhance persuasive communication and presentation capabilities.	5
6	Critically evaluate contemporary research in specific business areas.	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	25
Presentation	1	10
Project	1	20
Case Study	1	15
Final Exam	1	25
Attendance		5
	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)	3	12	36
Hours for off-the-classroom study (Pre-study, practice)	5	12	60
Mid-terms	1	2	2
Assignments	1	40	40
Final examination	1	2	2
Other	1	10	10
Total Work Load:			150
Total Work Load/25(h):			6
ECTS Credit of the Course:			7.5