HRE453 Advertisement Sales ManagementIstanbul Okan UniversityDegree Programs Civil Engineering (English)General Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Civil Engineering (English)
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Ders Genel Tanıtım Bilgileri

Course Code: HRE453
Ders İsmi: Advertisement Sales Management
Ders Yarıyılı: Fall
Ders Kredileri:
Theoretical Practical Credit ECTS
3 0 3 6
Language of instruction: TR
Ders Koşulu:
Ders İş Deneyimini Gerektiriyor mu?: No
Type of course: Compulsory
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery: Face to face
Course Coordinator : Öğr.Gör. GÜLLÜ DOĞA DAĞDEVİREN
Course Lecturer(s): Prof. Dr. AHMET TUĞRUL SAVAŞ
Course Assistants:

Dersin Amaç ve İçeriği

Course Objectives: The purpose of this course is to aim to understand the advertising theories and practices and to apprehend the differences of each advertisement on the media. This course also aims to know the consumers and customers and to gain the essential informations in order to sell the convenient advertising channels by presenting their expectations.
Course Content: Presentation of medium; Classification and characteristic of the ad; The importance in itself of print advertising; A general evaluation of advertisements; The importance of networking; Advantages and disadvantages of advertisements; A general evaluation of Outdoor Advertising; Customer types and characteristics; The importance of sales dynamics; Sales and its types; The importance and criterias of information collecting; The importance of presenting; The importance of closing sales,

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) Understand the basic concepts and differences in marketing and sales management
2) Recognize the place and importance of advertising in marketing activities in the media.
3) Explain the classification and characteristics of advertisements
4) Learn the individual characteristics of advertisements in the media
5) Comprehend how companies can make a difference with advertisements in a competitive environment.
6) Apply the importance of advertising sales management and how sales techniques are used
7) will be able to discuss why each advertisement made in each medium is more successful.
2 - Skills
Cognitive - Practical
3 - Competences
Competence to Work Independently and Take Responsibility
Field Specific Competence
Learning Competence
Communication and Social Competence

Ders Akış Planı

Week Subject Related Preparation
1) Introduction of the course - Introduction of the media - Listing of advertisements in the channels - Classification of advertisements - Explaining marketing and sales management - Discussion of theoretical issues Review of subject To do source scans Reading and evaluating related parts of resources
2) - Classification of advertising and explanation of its features - Explanation of advertisements with examples according to the maker - Explanation of advertisements with examples according to their purpose - Explanation of advertisements with examples according to the target audience - Explanation of advertisements with examples according to the message they carry - Explanation of advertisements with examples according to time - Explanation of advertisements with examples according to geographical criteria - An overview of all the ads. Review of subject To do source scans Reading and evaluating related parts of resources
3) - Explanation of the types of advertisements and their characteristics - Explanation of the characteristics of printed advertisements (newspaper, magazine, catalog, brochure, flyer, insert) - Explanation on the importance of print advertising in itself - Explaining the differences in companies' approaches to print advertisements - Explanation of the advantages and disadvantages of print ads - An overview of print ads Review of subject To do source scans Reading and evaluating related parts of resources
4) - To review the types and characteristics of advertisements handled in the media - Explanation of the characteristics of radio, TV, cinema advertisements - Evaluation of the features of advertisements in terms of companies - Explanation of the advantages and disadvantages of advertisements - Explaining the differences in firms' and consumers' approaches to advertisements - To make a general evaluation of advertisements. Review of subject To do source scans Reading and evaluating related parts of resources
5) - To review the types and characteristics of advertisements handled in the media - Explanation of the features of cinema, internet, social media advertisements - Evaluation of the features of advertisements in terms of companies - Explanation of the advantages and disadvantages of advertisements - Explaining the differences in firms' and consumers' approaches to advertisements - To emphasize the importance of networking - To make a general evaluation of advertisements. Review of subject To do source scans Reading and evaluating related parts of resources
6) - Explaining the importance and characteristics of customers and consumers - Customer and consumer expectations and purchasing behavior - Customer types and characteristics - Customer segmentation and its importance - Firms' strategies according to customers' expectations Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
7) - Introduction to Sales Management, explanation of basic concepts - Market/market relationship and its importance - Explanation of the characteristics of sales organization according to channels - The importance of sales dynamics - Customer Relationship Management Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
8) - Explanation of sales and its types - Features of Advertising sales in service sales - Explanation of the stages of advertising sales I (planning - approach) - Explanation of the criteria for setting objectives in planning - Approach - techniques for making appointments - In the approach - explaining the aspects to be considered during the customer visit Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
9) - Explanation of the stages of advertising sales II (information gathering - need validation) - Explaining the importance and criteria of information gathering - Stating the importance of asking questions in information gathering with an example - Explanation of the issues to be considered in need validation - Addressing objections that may be encountered Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
10) - Explanation of the stages of advertising sales III (presentation- proposal and pricing) - The importance of making a presentation will be emphasized - Preparing a product presentation based on the information collected - Explanation of proposals suitable for customer needs - The importance of quoting a price for the service offered will be explained. Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
11) - Stages of ad sales IV (closing the sale - meeting objections) - The importance of closing sales will be emphasized - Sales closing techniques and their characteristics will be explained. - Objection handling techniques and their features will be emphasized - General evaluation of sales stages will be made. Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
12) - Stages of ad sales IV (closing the sale - meeting objections) - The importance of closing sales will be emphasized - Sales closing techniques and their features will be explained. - The techniques and features of meeting objections will be emphasized General evaluation of sales stages will be made. Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
13) - Stages of ad sales IV (closing the sale - meeting objections) - The importance of closing sales will be emphasized - Sales closing techniques and their characteristics will be explained. - Objection handling techniques and their features will be emphasized None

Sources

Course Notes / Textbooks: Basın İşletmelerinde Reklâm ve Satış Yönetimi
Yard. Doç. Dr. A.Tuğrul SAVAŞ
2010 Derin Yayınları
ISBN: 978-9944-350-94-8
References: Pazarlama Yönetimi- Philip Kotler
Nejat Muallimoğlu
Beta Yayınları / Ekonomi Dizisi

Pazarlama İlkeleri
Prof. Dr. İsmet Mucuk
Türkmen Yayınevi 2010
ISBN : 9789757337591

Kavram ve Kuramlarıyla Reklâm
Prof. Dr. Filiz Balta Peltekoğlu
Beta Yayınları

Ders - Program Öğrenme Kazanım İlişkisi

Ders Öğrenme Kazanımları

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Program Outcomes
1) Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
3) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues according to the nature of the design.)
4) Ability to select and use modern techniques and tools needed for analyzing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively.
5) Ability to design and conduct experiments, gather data, analyze and interpret results for investigating complex engineering problems or discipline specific research questions.
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to communicate effectively, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
8) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9) Knowledge on behavior according ethical principles, professional and ethical responsibility and standards used in engineering practices.
10) Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about sustainable development.
11) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.

Ders - Öğrenme Kazanımı İlişkisi

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
3) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues according to the nature of the design.)
4) Ability to select and use modern techniques and tools needed for analyzing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively.
5) Ability to design and conduct experiments, gather data, analyze and interpret results for investigating complex engineering problems or discipline specific research questions.
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to communicate effectively, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
8) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9) Knowledge on behavior according ethical principles, professional and ethical responsibility and standards used in engineering practices.
10) Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about sustainable development.
11) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.

Öğrenme Etkinliği ve Öğretme Yöntemleri

Bireysel çalışma ve ödevi
Course
Okuma
Homework
Sosyal Faaliyet
Örnek olay çalışması

Ölçme ve Değerlendirme Yöntemleri ve Kriterleri

Yazılı Sınav (Açık uçlu sorular, çoktan seçmeli, doğru yanlış, eşleştirme, boşluk doldurma, sıralama)
Sözlü sınav
Bilgisayar Destekli Sunum
Uzman / Jüri Değerlendirmesi

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Midterms 1 % 40
Final 1 % 60
total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
total % 100

İş Yükü ve AKTS Kredisi Hesaplaması

Activities Number of Activities Duration (Hours) Workload
Course Hours 3 3 9
Presentations / Seminar 1 1 1
Homework Assignments 1 1 1
Midterms 1 1 1
Final 1 1 1
Total Workload 13