1	Course Title:	MARKETING COMMUNICATION AND ADVERTISING
2	Course Code:	ISL5113
3	Type of Course:	Optional
4	Level of Course:	Second Cycle
5	Year of Study:	1
6	Semester:	1
7	ECTS Credits Allocated:	5
8	Theoretical (hour/week):	2
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:	None
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Prof. Dr. ERKAN ÖZDEMİR
16	Course Lecturers:	Prof. Dr. Erkan Özdemir
17	Contactinformation of the Course Coordinator:	Prof. Dr. Erkan Özdemir E-posta: eozdemir@uludag.edu.tr Telefon: 0224 294 11 53 Adres: Uludağ Üniversitesi İİBF İşletme Bölümü, Görükle, Nilüfer 16059 - Bursa
18	Website:
19	Objective of the Course:	The aim of this course is to improve the knowledge and skills of the students about the content of the marketing communication and advertising activities of the enterprises, the strategies followed and the practices carried out.
20	Contribution of the Course to Professional Development	Our students who take this course will gain knowledge and skills about how marketing communication and advertising activities are carried out in businesses and what kind of strategies are followed. In this way, students will be able to come to a level where they can realize the marketing communication and advertising management and applications of a business.

21

Learning Outcomes:

1 Understanding the importance and role of marketing communication and advertising within the business; 2 Ability to make marketing communication and advertising plan within the business; 3 Learning about advertising agencies, their types and activities and how to choose the appropriate advertising agencies; 4 Having the knowledge and skills to follow the processes by advertising decision makers and mastering the advertising campaign processes; 5 Being able to effectively brief advertising agencies for marketing communication and advertising creative work and evaluate the presented advertising plan; 6 Learning the characteristics of traditional and digital advertising environments and understanding their usage areas; 7 Learning the budget allocation methods for marketing communication and advertising and planning the budget according to the communication mix; 8 To learn the methods used in measuring advertising effectiveness and to evaluate the success of marketing communication and advertising; 9 Learning current advertising practices and new technological trends; 10 Recognizing and avoiding unethical practices in advertising;

22	Course Content:

Week	Theoretical	Practical
1	Marketing communication and advertising concepts and their place and importance in marketing
2	Marketing communication types and advertisement classifications
3	Marketing communication and advertising planning process
4	Advertising agencies, its types and activities
5	Advertising campaign concept and advertising campaign management processes
6	Creative studies and strategies followed in advertising production
7	Traditional advertising and marketing communication media and its features
8	Digital advertising and marketing communication media and its features
9	Media planning in the creation of the marketing communication mix
10	Marketing communication and advertising budget allocation methods and pricing methods of advertising media
11	Advertising effectiveness measurement in traditional and digital environments and methods used
12	The current situation of the advertising industry and future projections for the industry
13	Unethical practices and case studies in the advertising industry
14	Evaluation of marketing communication and advertisement examples in practice and presentation of homework

23	Textbooks, References and/or Other Materials:	Kenneth E. Clow and Donald Baack, (Çev. R. Gülay Öztürk), Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi, Nobel Yayınları, Nisan 2016, Ankara. Muazzez Babacan, Nedir Bu reklam, Beta Yayınları, 2012 Füsun Kocabaş ve Müge Elden, Reklamcılık, kavramlar, kararlar, kurumlar, iletişim yayınları, İstanbul; W. Glenn Griffin, Deborah Morrison, The Creative Process Illustrated: How Advertising's Big Ideas Are Born; Larry Percy Strategic advertising management, Oxford University Press.
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	0	0
Quiz	0	0
Homeworks, Performances	1	40
Final Exam	1	60
Total	2	100
Contribution of Term (Year) Learning Activities to Success Grade		40
Contribution of Final Exam to Success Grade		60
Total		100
Measurement and Evaluation Techniques Used in the Course	Homework and written/essay exam will be used for assessment and evaluation.
Information	The success of the students is evaluated via homework and presentation to be prepared and a written/essay exam to be held at the end of the semseter.

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ECTS / WORK LOAD TABLE

Activites	NUMBER	TIME [Hour]	Total WorkLoad [Hour]
Theoretical	14	2	28
Practicals/Labs	0	0	0
Self Study and Preparation	14	3	42
Homeworks, Performances	1	30	30
Projects	0	0	0
Field Studies	0	0	0
Midtermexams	0	0	0
Others	0	0	0
Final Exams	1	50	50
Total WorkLoad			150
Total workload/ 30 hr			5
ECTS Credit of the Course			5

26	CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS
PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ9 PQ10 PQ11 PQ12 LO1 4 3 2 1 1 2 1 1 1 1 3 1 LO2 4 4 3 4 4 4 3 1 1 1 4 3 LO3 3 4 2 4 3 1 1 1 1 1 3 1 LO4 4 4 3 3 2 4 1 1 1 1 2 1 LO5 4 5 4 4 3 4 5 4 1 1 4 1 LO6 4 5 3 3 2 3 4 1 1 1 3 3 LO7 3 4 2 5 1 1 3 1 1 1 4 3 LO8 3 4 5 1 1 4 3 1 1 1 3 4 LO9 3 1 1 1 3 1 3 4 1 1 3 4 LO10 4 1 4 2 1 1 1 1 1 5 3 4

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High