Advertising and Promotion (MKTG 411)

2022 Fall
Sabancı Business School
Marketing(MKTG)
3
6
Barış Erman Depecik baris.depecik@sabanciuniv.edu,
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English
Undergraduate
MKTG301
Formal lecture,Interactive lecture
Interactive,Communicative,Discussion based learning,Project based learning,Task based learning
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Programs\Type Required Core Elective Area Elective
Management *
Management *

CONTENT

This course provides the student with a basic understanding of the major aspects of integrated marketing communications and promotion management. Topics covered include advertising, sales promotion, public relations, point-of- purchase communications, interactive marketing, and personal selling.

OBJECTIVE

This course will familiarize you with the topic of marketing communications and promotion management, and teach you the steps for strategically creating an integrated marketing campaign (IMC). The culmination of this course will be an IMC campaign that you will create, working in a team.

LEARNING OUTCOMES

  • Describe the major components of an IMC campaign.
  • Discuss the purposes of the major components of an IMC campaign.
  • Assess the advantages and disadvantages of major components of an IMC campaign.
  • Appreciate the importance of IMC in enhancing the equity of brands.
  • Understand the implications of consumer behavior for IMC.
  • Understand how the IMC approach is being used strategically by advertisers and marketers.
  • Develop an IMC campaign, creating an integrated promotional effort.

PROGRAMME OUTCOMES

1. Understand the world, their country, their society, as well as themselves and have awareness of ethical problems, social rights, values and responsibility to the self and to others. 3

2. Understand different disciplines from natural and social sciences to mathematics and art, and develop interdisciplinary approaches in thinking and practice. 3

3. Think critically, follow innovations and developments in science and technology, demonstrate personal and organizational entrepreneurship and engage in life-long learning in various subjects; have the ability to continue to educate him/herself. 4

4. Communicate effectively in Turkish and English by oral, written, graphical and technological means. 5

5. Take individual and team responsibility, function effectively and respectively as an individual and a member or a leader of a team; and have the skills to work effectively in multi-disciplinary teams. 5

1. Have an understanding of economics and main functional areas of management

2. Have a basic all-around knowledge in humanities, science, mathematics, and literature

3. Have a basic knowledge of law and ethics, awareness of social and ethical responsibilities

4. Work effectively in teams and environments characterized by people of diverse educational, social and cultural backgrounds

5. Demonstrate proficiency in oral and written communications in English

6. Pursue open minded inquiry and appreciate the importance of research as an input into management practice; thus, a.know how to access, interpret and analyze data and information by using current technologies b.use the results from analyses to make informed decisions

7. Use office softwares for written communication, presentation, and data analysis

8. Demonstrate awareness that business settings present different opportunities and challenges for managers due to environmental/contextual differences that arise in economic, political, cultural, legal-regulatory domains

ASSESSMENT METHODS and CRITERIA

  Percentage (%)
Quiz 50
Participation 10
Group Project 40

RECOMENDED or REQUIRED READINGS

Textbook

Advertising Promotion: And Other Aspects of IMC, by Terence A. Shimp (9th Edition), published by Thomson/Southwestern
Readings

Some supplementary readings may be assigned and will be available on SuCourse.