MAN464 Advertising Management
MAN464 Advertising Management
Syllabus | International University of Sarajevo - Last Update on Mar 03, 2026
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Management
Course Objectives
This course combines the theory and experimential assignments to introduce the main concepts of both traditional and new advertising strategies, driven by the new media. After successful completion of the course, the student will be able to: Identify the target audience; Understand purchase patterns; Position the brand adequately; Determine the communication strategy; "Establish a media strategy and similar.
Learning Outcomes
After successful completion of the course, the student will be able to:
Course Materials
Required Textbook
Books and other references are available in the course slides.
Additional Literature
Available at the course.Teaching Methods
The methods include lectures (which may involve presentation
Video and audio aids)
Projects and class discussions.
Weekly Topics
| Week | Topic | Readings / References |
|---|---|---|
| 1 | Introduction | |
| 2 | Principles of Advertising and Promotion | |
| 3 | Perspectives on Advertising | |
| 4 | Advertising across Cultural Borders | |
| 5 | What it takes for successful Advertising | |
| 6 | Midterm Project | |
| 7 | The Strategic Planning Process | |
| 8 | Selecting the Target Audience | |
| 9 | Understand the Target Audience Decision Making | |
| 10 | Determining the best Positioning | |
| 11 | Developing a Communication Strategy | |
| 12 | Setting a Media Strategy | |
| 13 | Putting it All Together | |
| 14 | Overall Assessment of Advertising Management | |
| 15 | Final Project |
Course Schedule (All Sections)
Office Hours & Room
Assessment Methods and Criteria
Assessment Components
Final Project
AI: Not AllowedAlignment with Learning Outcomes :
Midterm Project
AI: Not AllowedAlignment with Learning Outcomes :
Assignment
AI: Not AllowedAlignment with Learning Outcomes :
Oral
AI: Not AllowedAlignment with Learning Outcomes :
Participation
AI: Not AllowedAlignment with Learning Outcomes :
Industrial Report
AI: Not AllowedAlignment with Learning Outcomes :
IUS Grading System
| Grading Scale | IUS Grading System | IUS Coeff. | Letter (B&H) | Numerical (B&H) |
|---|---|---|---|---|
| 0 - 44 | F | 0 | F | 5 |
| 45 - 54 | E | 1 | ||
| 55 - 64 | C | 2 | E | 6 |
| 65 - 69 | C+ | 2.3 | D | 7 |
| 70 -74 | B- | 2.7 | ||
| 75 - 79 | B | 3 | C | 8 |
| 80 - 84 | B+ | 3.3 | ||
| 85 - 94 | A- | 3.7 | B | 9 |
| 95 - 100 | A | 4 | A | 10 |
Late Work Policy
Information about late submission policies will be shared during class and posted in this section. Please check back for official guidelines.
ECTS Credit Calculation
📚 Student Workload
This 6 ECTS credit course corresponds to 150 hours of total student workload, distributed as follows:
Lectures
45 hours ⏳ (15 week × 3 h)
Home Study
45 hours ⏳ (15 week × 3 h)
Field
60 hours ⏳ (15 week × 4 h)
150 Total Workload Hours
6 ECTS Credits
Course Policies
Academic Integrity
All work submitted must be your own. Plagiarism, cheating, or any form of academic dishonesty will result in disciplinary action according to university policies. When in doubt about citation practices, consult the instructor.
Attendance Policy
Students are expected to adhere to the attendance requirements as outlined in the International University of Sarajevo Study Rules and Regulations. Excessive absences, whether excused or unexcused, may impact academic performance and eligibility for assessment. Mandatory sessions (e.g., labs, workshops) require attendance unless formally exempted. For detailed policies on absences, documentation, and penalties, please refer to the official university regulations.
Technology & AI Policy
Laptops/tablets may be used for note-taking only during lectures. Phones should be silenced and put away during all class sessions. Audio/video recording requires prior permission from the instructor.
Artificial Intelligence (AI) Usage: The use of AI tools (e.g., ChatGPT, Copilot, Gemini) varies by assessment component. Please refer to the AI usage indicator next to each assessment item in the Assessment Methods and Criteria section above. Submitting AI-generated content as your own work, where AI is not explicitly allowed, constitutes an academic integrity violation.
Communication Policy
All course-related communication should occur through official university channels (institutional email or SIS). Emails should include [MAN464] in the subject line.
Academic Quality Assurance Policy
Course Academic Quality Assurance is achieved through Semester Student Survey. At the end of each academic year, the institution of higher education is obliged to evaluate work of the academic staff, or the success of realization of the curricula.
Learning Tips
Be prepared to contribute thoughtfully during class discussions, labs, or collaborative work. Active participation deepens understanding and encourages critical thinking.
Complete assigned readings or prep materials before class. Take notes, highlight key ideas, and jot down questions. Aim to grasp core concepts and their applications—not just facts.
Use course frameworks or methodologies to analyze problems, case studies, or projects. Begin early to allow time for reflection and refinement. Seek feedback to improve your work.
Don’t hesitate to reach out when something is unclear. Use office hours, discussion boards, or peer networks to clarify concepts and stay on track.
Syllabus Last Updated on Mar 03, 2026 | International University of Sarajevo
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Referencing Curricula Print this page
| Course Code | Course Title | Weekly Hours* | ECTS | Weekly Class Schedule | ||||||
| T | P | |||||||||
| MAN464 | Advertising Management | 3 | 0 | 6 | Monday 15:00 - 18:00 | |||||
| Prerequisite | MAN205 | It is a prerequisite to | - | |||||||
| Lecturer | Office Hours / Room / Phone | Currently not available |
||||||||
| Assistant | Assistant E-mail | |||||||||
| Course Objectives | This course combines the theory and experimential assignments to introduce the main concepts of both traditional and new advertising strategies, driven by the new media. After successful completion of the course, the student will be able to: Identify the target audience; Understand purchase patterns; Position the brand adequately; Determine the communication strategy; "Establish a media strategy and similar. | |||||||||
| Textbook | Books and other references are available in the course slides. | |||||||||
| Additional Literature |
|
|||||||||
| Learning Outcomes | After successful completion of the course, the student will be able to: | |||||||||
|
||||||||||
| Teaching Methods | The methods include lectures (which may involve presentation, video and audio aids), projects and class discussions. | |||||||||
| Teaching Method Delivery | Online | Teaching Method Delivery Notes | ||||||||
| WEEK | TOPIC | REFERENCE | ||||||||
| Week 1 | Introduction | |||||||||
| Week 2 | Principles of Advertising and Promotion | |||||||||
| Week 3 | Perspectives on Advertising | |||||||||
| Week 4 | Advertising across Cultural Borders | |||||||||
| Week 5 | What it takes for successful Advertising | |||||||||
| Week 6 | Midterm Project | |||||||||
| Week 7 | The Strategic Planning Process | |||||||||
| Week 8 | Selecting the Target Audience | |||||||||
| Week 9 | Understand the Target Audience Decision Making | |||||||||
| Week 10 | Determining the best Positioning | |||||||||
| Week 11 | Developing a Communication Strategy | |||||||||
| Week 12 | Setting a Media Strategy | |||||||||
| Week 13 | Putting it All Together | |||||||||
| Week 14 | Overall Assessment of Advertising Management | |||||||||
| Week 15 | Final Project | |||||||||
| Assessment Methods and Criteria | Evaluation Tool | Quantity | Weight | Alignment with LOs | AI Usage |
| Final Project | 1 | 40 | Not Allowed | ||
| Semester Evaluation Components | |||||
| Midterm Project | 10 | Not Allowed | |||
| Assignment | 10 | Not Allowed | |||
| Oral | 10 | Not Allowed | |||
| Participation | 10 | Not Allowed | |||
| Industrial Report | 20 | Not Allowed | |||
| *** ECTS Credit Calculation *** | |||||
| Activity | Hours | Weeks | Student Workload Hours | Activity | Hours | Weeks | Student Workload Hours | |||
| Lectures | 3 | 15 | 45 | Home Study | 3 | 15 | 45 | |||
| Field | 4 | 15 | 60 | |||||||
| Total Workload Hours = | 150 | |||||||||
| *T= Teaching, P= Practice | ECTS Credit = | 6 | ||||||||
| Course Academic Quality Assurance: Semester Student Survey | Last Update Date: 27/03/2026 | |||||||||