Ders Planı

Lesson Information

Course Credit
Course ECTS Credit
Teaching Language of Instruction	Türkçe
Level of Course	Bachelor's Degree, TYYÇ: Level 6, EQF-LLL: Level 6, QF-EHEA: First Cycle
Type of Course
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?
Course Coordinator	Assoc. Prof. (Ph.D.) GONCA YILDIRIM ÖGE
Instructor (s)
Course Assistant

Purpose and Content

The aim of the course	It is aimed that the students who take this course understand the communication world of the future through examples about the creative and effective usage of emerging media used in advertising field, be prepared for forecasting and obtain general information about media marketing.
Course Content	Digital Advertising and the emerging new communication technologies, new trends and advertising environments

Learning Outcomes

Students have the professional field knowledge about integrated marketing, integrated marketing communication and advertising.
Students have sufficient theoretical knowledge in the field of advertising.
Students know the relationship between the target audience and the creation of advertising messages.
Students know advertising campaign processes and strategies for all communication environments.
Students will be able to know media planning and purchasing strategies for all communication environments.
Students will be able to know data literacy, research methods and techniques that will be used to create strategies in advertising.
Students know the legal regulations and ethical values in the field of communication and advertising.
Students will be able to know national and international institutions, associations and professional organizations operating in the field, legislation and quality standards of these institutions
Students know current presentation techniques and presentation in the field of communication and advertising.
Students analyze the economic, social and psychological reactions of the society and create advertising messages.
Students create advertising messages based on audience and communication environment
Students plan and execute the advertising strategy and campaign according to the different advertising characteristics of all communication environments.
Students apply the legislation and quality standards of national and international institutions, associations and professional organizations and act in accordance with ethical rules.
Students observe, analyze and reflect consumer behavior in their work.
Students create a project using current presentation techniques.
students have the ability to select and use appropriate equipment and tools to create advertising messages
Students apply creative thinking methods and techniques in their field.
Students will be able to compile, implement, analyze and interpret data in the field of communication and advertising.
Students critically evaluate the advanced knowledge and skills acquired in the field.
Students make interdisciplinary and interdisciplinary teamwork focused on solutions to problems in the field.
Students conduct an advanced study related to their field independently.
students follow the national and international contemporary problems in the field of advertising, comments, offers solutions.
students follow the innovations in advertising and form their content in this direction.
Students behave in accordance with laws, regulations, legislation and social, scientific and professional ethical values.
Students will create and apply brand and communication strategy.
students use computer and software programs in accordance with the requirements of advertising.
Students will be able to communicate effectively both in Turkish and in a foreign language.
Students will be able to apply occupational health and safety knowledge in their field.

Weekly Course Subjects

1	Introduction to the course, general information and resources related to the course.
2	Understanding the relationship between technology, marketing and advertising
3	Transition from traditional marketing to digital
4	The Rise of Digital Advertising (2000 and beyond): The emergence of technology-based, online, interactive advertising in parallel with the development of new communication technologies.
5	New marketing and advertising media in 2000 and beyond
6	Augmented Reality and Virtual Reality Applications in Advertising
7	Midterm
8	New brand strategies emerging after 2000
9	Interactive video advertising
10	creative new generation outdoor work
11	Project work
12	Project work
13	Project presentations
14	Project presentations

Resources

1-Jones, T., Dewing, C., Future Agenda: 2020, Optimist Yayınevi, İstanbul: 2011
Kotler, P., Kartajaya, H., Setiawan, I. (2017). Pazarlama 4.0. İstanbul: Optimist
Ryan, D. (2016). Dijital pazarlama: dijital kuşağa seslenmek için pazarlama stratejileri. İstanbul: İş Bankası Kültür Yayınları

CLASS 1

CLASS 2

CLASS 3

CLASS 4

Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

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