Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|---|---|---|---|---|
ADVERTISING STRATEGIES and THEORIES | PİRY1115021 | Fall Semester | 3+0 | 3 | 7 |
Course Program |
Prerequisites Courses | |
Recommended Elective Courses |
Language of Course | Turkish |
Course Level | Second Cycle (Master's Degree) |
Course Type | Elective |
Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
Name of Lecturer(s) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
Aim | This course will provide students understand advertising models and advertising strategies |
Course Content | This course contains; Strategical approaches to advertising,Determining strategy,AIDA VE DAGMAR MODELS,MASLOW'S MODEL,DAVID BERNSTEIN'S MODEL,DAGMAR AND EHRENBERG MODEL,HYERARCHY OF EFFECTS MODEL,Cialdini Model- Persuasion Model,Product Life Cycle Model,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations. |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
1. Define advertising model and strategies | 12, 13, 9 | |
2. Explain the advertising model and strategies. | 13, 16, 9 | A |
3. Evaluate advertising model and strategies | 13, 16, 9 | |
4. Define advertising models | 12, 14, 9 | A |
5. Define advertising strategies | 14, 16, 9 | |
6. Exemplify the methods of ensuring advertising | 12, 13, 16, 9 | A |
Teaching Methods: | 12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam |
Course Outline
Order | Subjects | Preliminary Work |
---|---|---|
1 | Strategical approaches to advertising | Related reading |
2 | Determining strategy | Related reading |
3 | AIDA VE DAGMAR MODELS | Related reading |
4 | MASLOW'S MODEL | Related reading |
5 | DAVID BERNSTEIN'S MODEL | Related reading |
6 | DAGMAR AND EHRENBERG MODEL | Related reading |
7 | HYERARCHY OF EFFECTS MODEL | Related reading |
8 | Cialdini Model- Persuasion Model | Related reading |
9 | Product Life Cycle Model | Related reading |
10 | Case studies on advertising models and strategies- student presentations | Related reading |
11 | Case studies on advertising models and strategies- student presentations | Related reading |
12 | Case studies on advertising models and strategies- student presentations | Related reading |
13 | Case studies on advertising models and strategies- student presentations | Related reading |
14 | Case studies on advertising models and strategies- student presentations | Related reading |
Resources |
Aksoy, Atilla, Yeni Reklamcılık, İstanbul Bilgi Üniversitesi Yayınları Jones, John Philip, Masallar ve Gerçeklerle Reklamcılık, MediaCat Kitapları Borça, Güven, Reklamlardan Sonra, MediaCat KitaplarıHopkins, Claude, Reklamcılık Yaşantım ve Bilimsel Reklamcılık, Yapı Kredi Yayınları |
Advertising Theory - 2nd Edition - Shelly Rodgers, ROUTLEGDE |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications | |||||||
No | Program Qualification | Contribution Level | |||||
1 | 2 | 3 | 4 | 5 | |||
1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | X | |||||
3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | ||||||
4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | X | |||||
6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | ||||||
9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | X | |||||
10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | X | |||||
12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | ||||||
16 | Plans social responsibility events and takes a role in implementation process. | ||||||
17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | ||||||
18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | ||||||
19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. |
Assessment Methods
Contribution Level | Absolute Evaluation | |
Rate of Midterm Exam to Success | 50 | |
Rate of Final Exam to Success | 50 | |
Total | 100 |
ECTS / Workload Table | ||||||
Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
Course Hours | 14 | 3 | 42 | |||
Guided Problem Solving | 0 | 0 | 0 | |||
Resolution of Homework Problems and Submission as a Report | 5 | 15 | 75 | |||
Term Project | 0 | 0 | 0 | |||
Presentation of Project / Seminar | 1 | 30 | 30 | |||
Quiz | 0 | 0 | 0 | |||
Midterm Exam | 1 | 30 | 30 | |||
General Exam | 1 | 35 | 35 | |||
Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
Total Workload(Hour) | 212 | |||||
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(212/30) | 7 | |||||
ECTS of the course: 30 hours of work is counted as 1 ECTS credit. |
Detail Informations of the Course
Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|---|---|---|---|---|
ADVERTISING STRATEGIES and THEORIES | PİRY1115021 | Fall Semester | 3+0 | 3 | 7 |
Course Program |
Prerequisites Courses | |
Recommended Elective Courses |
Language of Course | Turkish |
Course Level | Second Cycle (Master's Degree) |
Course Type | Elective |
Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
Name of Lecturer(s) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
Aim | This course will provide students understand advertising models and advertising strategies |
Course Content | This course contains; Strategical approaches to advertising,Determining strategy,AIDA VE DAGMAR MODELS,MASLOW'S MODEL,DAVID BERNSTEIN'S MODEL,DAGMAR AND EHRENBERG MODEL,HYERARCHY OF EFFECTS MODEL,Cialdini Model- Persuasion Model,Product Life Cycle Model,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations. |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
1. Define advertising model and strategies | 12, 13, 9 | |
2. Explain the advertising model and strategies. | 13, 16, 9 | A |
3. Evaluate advertising model and strategies | 13, 16, 9 | |
4. Define advertising models | 12, 14, 9 | A |
5. Define advertising strategies | 14, 16, 9 | |
6. Exemplify the methods of ensuring advertising | 12, 13, 16, 9 | A |
Teaching Methods: | 12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam |
Course Outline
Order | Subjects | Preliminary Work |
---|---|---|
1 | Strategical approaches to advertising | Related reading |
2 | Determining strategy | Related reading |
3 | AIDA VE DAGMAR MODELS | Related reading |
4 | MASLOW'S MODEL | Related reading |
5 | DAVID BERNSTEIN'S MODEL | Related reading |
6 | DAGMAR AND EHRENBERG MODEL | Related reading |
7 | HYERARCHY OF EFFECTS MODEL | Related reading |
8 | Cialdini Model- Persuasion Model | Related reading |
9 | Product Life Cycle Model | Related reading |
10 | Case studies on advertising models and strategies- student presentations | Related reading |
11 | Case studies on advertising models and strategies- student presentations | Related reading |
12 | Case studies on advertising models and strategies- student presentations | Related reading |
13 | Case studies on advertising models and strategies- student presentations | Related reading |
14 | Case studies on advertising models and strategies- student presentations | Related reading |
Resources |
Aksoy, Atilla, Yeni Reklamcılık, İstanbul Bilgi Üniversitesi Yayınları Jones, John Philip, Masallar ve Gerçeklerle Reklamcılık, MediaCat Kitapları Borça, Güven, Reklamlardan Sonra, MediaCat KitaplarıHopkins, Claude, Reklamcılık Yaşantım ve Bilimsel Reklamcılık, Yapı Kredi Yayınları |
Advertising Theory - 2nd Edition - Shelly Rodgers, ROUTLEGDE |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications | |||||||
No | Program Qualification | Contribution Level | |||||
1 | 2 | 3 | 4 | 5 | |||
1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | X | |||||
3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | ||||||
4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | X | |||||
6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | ||||||
9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | X | |||||
10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | X | |||||
12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | ||||||
16 | Plans social responsibility events and takes a role in implementation process. | ||||||
17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | ||||||
18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | ||||||
19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. |
Assessment Methods
Contribution Level | Absolute Evaluation | |
Rate of Midterm Exam to Success | 50 | |
Rate of Final Exam to Success | 50 | |
Total | 100 |