Information Package / Course Catalogue
Advertising and Promotion Techniques
Course Code: İK452
Course Type: Area Elective
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 6
Objectives of the Course

Advertising will be introduced within the context of marketing.

Course Content

This course will examine marketing advertising and promotion issues.

Name of Lecturer(s)
Prof. Fisun YÜKSEL
Learning Outcomes
1.Preparing a draft of advertising budgeting.
2.Measuring the effectiveness of advertising.
3.Distinguishing required communication skills in marketing communications issues.
4.To associate advertising message with consumer behavior.
5.Implementing knowledge and skills of advertising in marketing.
Recommended or Required Reading
1.Lecture Notes
2.K. Clow, D. Baack, Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi, Nobel Akademik Yayıncılık, 2024.
3.G. BELCH, Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw Hill Higher Education, 2003.
Weekly Detailed Course Contents
Week 1 - Theoretical
Introduction to Advertising and Promotion
Week 2 - Theoretical
Culture, Society and Identity
Week 3 - Theoretical
Interaction and Change
Week 4 - Theoretical
Human Psychology
Week 5 - Theoretical
Consumer Behavior
Week 6 - Theoretical
Life style
Week 7 - Theoretical
Advertising and Theme
Week 8 - Theoretical
Promotion: Advertising, Public Relations, Sales Promotion, Promotion
Week 9 - Theoretical
Communication Process
Week 10 - Theoretical
Relational Management
Week 11 - Theoretical
media planning
Week 12 - Theoretical
Perception management
Week 13 - Theoretical
Promotion Action Plan
Week 14 - Theoretical
Digitalisation
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory132365
Individual Work130339
Midterm Examination120121
Final Examination125126
TOTAL WORKLOAD (hours)151
Contribution of Learning Outcomes to Programme Outcomes