Major: Advertising and Brand Communications Management (Reklam ve Marka İletişimi Yönetimi)
Program Overview
A creative and strategic program designed to train students in advertising, brand management, digital marketing, and integrated communications. Combines theoretical knowledge with hands-on projects to prepare graduates for careers in advertising agencies, brand management, digital media, and corporate communications in Turkey’s dynamic marketing and media industries.
Key Learning Objectives
- Master advertising principles and creative strategies.
- Learn brand management and positioning.
- Gain expertise in digital marketing and social media strategies.
- Develop skills in integrated marketing communications (IMC).
- Understand consumer behavior and market research.
- Explore content creation and storytelling for brands.
- Apply data analytics and performance measurement in marketing.
Core Courses
- Introduction to Advertising
- History, theories, and role of advertising in business.
- Brand Management and Positioning
- Brand identity, equity, and strategic positioning.
- Creative Advertising Strategies
- Copywriting, art direction, and campaign development.
- Digital Marketing and Social Media
- SEO, SEM, influencer marketing, and content strategy.
- Integrated Marketing Communications (IMC)
- Coordination of advertising, PR, sales promotion, and direct marketing.
- Consumer Behavior and Market Research
- Psychological and cultural factors influencing consumer decisions.
- Media Planning and Buying
- Traditional and digital media strategies, budgeting, and ROI.
- Content Creation and Storytelling
- Video, graphic design, and multimedia content for brands.
- Data Analytics and Performance Measurement
- Google Analytics, KPIs, and marketing metrics.
- Corporate Communications and PR
- Crisis management, internal communications, and stakeholder relations.
- Practicum in Advertising and Brand Communications
- Internships with advertising agencies, media companies, or corporate marketing departments.
- Capstone Project
- Develop a comprehensive advertising campaign or brand communication strategy for a real or hypothetical client.
Assessment Methods
- Advertising campaign proposals
- Brand positioning and creative briefs
- Digital marketing and social media projects
- Market research and consumer behavior analyses
- Capstone project presentations
Tools & Resources
- Software: Adobe Creative Suite (Photoshop, Illustrator, Premiere Pro), Google Analytics, Hootsuite, Canva
- Platforms: Meta Ads Manager, Google Ads, LinkedIn Marketing Solutions
- Books:
- Contagious: Why Things Catch On by Jonah Berger
- Building Strong Brands by David Aaker
- Hey, Whipple, Squeeze This by Luke Sullivan
Prerequisites
- Interest in marketing, advertising, or communications.
- Creativity and analytical thinking helpful but not required.
Program Duration
4 years (bachelor’s), including agency internships and real-world projects.
Certifications (Optional)
- Google Ads Certification
- Meta Certified Media Buyer
- HubSpot Content Marketing Certification
Career Paths
- Advertising Account Executive (agency client management)
- Brand Manager (corporate or agency-side brand strategy)
- Digital Marketing Specialist (SEO, SEM, social media)
- Creative Director (advertising campaigns, content creation)
- Media Planner/Buyer (media strategy and budget allocation)
- Corporate Communications Specialist (PR, internal communications)
- Market Research Analyst (consumer insights, data analysis)
- Content Strategist (multimedia storytelling, digital content)
Why This Major?
Turkey’s advertising and media industries are thriving, with high demand for creative and strategic professionals who can navigate digital transformation and global branding. This program provides hands-on training in advertising, brand management, and digital marketing, preparing graduates for dynamic careers in a fast-paced, innovative field. With strong industry connections and portfolio development, students gain a competitive edge in a globally relevant profession. Ideal for those passionate about creativity, strategy, and communication.
