Advertising Management
nnevinn@gmail.com
Content
Objective
Explaining how can we create and apply advertising activities via theory and practice
Course Content
Week 1. Integrated marketing communication concept
Week 2. Advertising as a component of promotion mix.
Week 3. Advertising concept, classification, advantages and disadvantages.
Week 4. Advertising theories.
Week 5. Advertising organization and ad agencies
Week 6. Advertising campaign planning
Week 7. Advertising objectives
Week 8.advertising budgeting
Week 9. Creativity in advertising
Week 10. Creativity in advertising II
Week 11. Media planning
Week 12. Advertising effectiveness and ad research
Week 13. Advertising semiology
Week 14. Ad creation workshop
Course Learning Outcomes
1. Students will be able to implement their knowledge and skills about advertising in marketing.
2. Students will be able to develop advertising strategies.
3. Students will be able to make advertising campaign and media planning.
4. Students will be able to prepare advertising performance budget.
5. Students will be able to calculate effectiveness of advertising.
References
Adversiting and Promotion-George Belch
Adversiting and Promotion-Chris Hackley
Weekly Contents
| Week | Weekly Contents |
|---|---|
| 1 | Integrated marketing communication concept |
| 2 | Advertising as a component of promotion mix. |
| 3 | Advertising concept, classification, advantages and disadvantages. |
| 4 | Advertising theories. |
| 5 | Advertising organization and ad agencies |
| 6 | Advertising campaign planning |
| 7 | Advertising objectives |
| 8 | advertising budgeting |
| 9 | Mid-term |
| 10 | Creativity in advertising |
| 11 | Media planning |
| 12 | Advertising effectiveness and ad research |
| 13 | Advertising semiology |
| 14 | Ad creation workshop |
Assessment System
| Activities | Number | Contribution |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Total | 2 | 100 |
| Activities | Number | Contribution |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 40 |
| Project | 0 | 0 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 0 |
| Total | 1 | 40 |
Relation of Proficiency
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | At the end of the program successful students, Will have a good command of the concepts and theories of different areas of Business Administration such as Production, Marketing, Accounting/Finance, Management and Organizational Behavior and will have an integrative point of view to understand the interaction between these domains. | X | ||||
| 2 | Will be able to grasp the operation of different functions (Accounting /Finance, Marketing, Human Resources, and Management) of organizations and also will be able to create hypotheses for research proposals. | X | ||||
| 3 | Will be able to do research for determining changes, diagnosing problems and developing solutions in business world. | X | ||||
| 4 | Will have a command of qualitative and quantitative research methodology. | X | ||||
| 5 | Will be able to conduct statistical analyses and interpret the results. | X | ||||
| 6 | Will have a command of scientific studies (writing articles, presenting papers) | X | ||||
| 7 | Should have mastery of at least one foreign language at a scientific level to be able to realize cross-cultural studies. | X | ||||
| 8 | Should be able to update his/her professional knowledge and skills continuously to be able to adapt to changes in scientific area. | X | ||||
| 9 | Should be able to do team work in researches and studies and contribute to information flow. | X | ||||
| 10 | Will be able to have a holistic approach to Business Administration and prepare a thesis on a special area of the field. | X | ||||
| 11 | être en mesure d’avoir une perspective globale de la gestion et de fournir une thèse en se spécialisant dans une des sphères de ce domaine. | X | ||||
ECTS
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 3 | 42 |
| Working Hours out of Class | 12 | 3 | 36 |
| Assignments | 1 | 15 | 15 |
| Presentation | 0 | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 15 | 15 |
| Project | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Other Applications | 0 | 0 | 0 |
| Final Examinations (including preparation) | 1 | 17 | 17 |
| Quiz | 0 | 0 | 0 |
| Term Paper/ Project | 0 | 0 | 0 |
| Portfolio Study | 0 | 0 | 0 |
| Reports | 0 | 0 | 0 |
| Learning Diary | 0 | 0 | 0 |
| Thesis/ Project | 0 | 0 | 0 |
| Seminar | 0 | 0 | 0 |
| Other | 0 | 0 | 0 |
| Total Workload | 125 | ||
| Total Workload / 25 | 5.00 | ||
| Credits ECTS | 5 | ||