BUS472 PRINCIPLES OF ADVERTISING
| Course Code: | 3530472 |
| METU Credit (Theoretical-Laboratory hours/week): | 3 (3.00 - 0.00) |
| ECTS Credit: | 6.0 |
| Department: | Business Administration |
| Language of Instruction: | English |
| Level of Study: | Undergraduate |
| Course Coordinator: | Assoc.Prof.Dr. YASEMİN M. UZGÖREN |
| Offered Semester: | Fall and Spring Semesters. |
Course Objectives
1. Explain the role of the marketing communications program within the context of a marketing plan and the critical importance of the concept and practice of integrated marketing communications.
2. Provide a thorough understanding of principles and theory behind effective advertising and promotions and a practical knowledge of the approaches and practices used by modern agencies and their clients.
3. Provide the skills to manage the marketing communications function, including how to work with third parties (i.e., ad agencies, BTL agencies, research agencies) in order to achieve the IMC program goals.
4. Enhance ability to critically evaluate advertising and promotions from business, regulatory, social and ethical perspectives.
5. Improve public speaking and business presentation skills.
6. Create an environment for participative learning with high student involvement in class discussions.
7. Ensure that every student who completes this course can create, implement and evaluate an IMC plan.
Course Content
The course aims to introduce the student to an overview of the world of advertising industry and provide the fundamentals for developing, creating and implementing advertising campaigns based on strategic marketing principles and planning. The idea of the course is to develop students` knowledge and understanding of the advertising process. By the end of the course students will grasp the role of advertising and get familiar with the basic concepts and terminology used in the business.
Course Learning Outcomes
LO1 Appreciate the role of advertising in modern marketing and consumer society
L02 Develop the skills to describe, apply, evaluate and augment theoretical models in the context of contemporary advertising
LO3 Apply advertising concepts and strategies in a dynamic, global, diverse and fragmented media landscape and to the ever-increasing significance of social media
LO4 Demonstrate an understanding of the relationship between brands and advertising and evaluate how these are affected by new technology and media.
LO5 Critically evaluate the social implications of advertising practices.