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Course Code: 
ADV 492
Course Period: 
Spring
Course Type: 
Core
P: 
2
Lab: 
4
Credits: 
4
ECTS: 
8
Course Language: 
English
Course Objectives: 
"For students who prefer to write a thesis: Gaining knowledge of the content and organization of an undergraduate thesis related to advertising, marketing, and marketing communications. Gaining the capability of associating the subjects related to advertising, marketing, and marketing communications with the interdisciplinary fields such as sociology, psychology, economics, and management. Specializing on technical issues such as in-text and end-text citation, hypothesis/research question submission, and limitations and strengthening the understanding of academic integrity. Gaining the capability of adapting a specific research method and evaluating its results. Gaining the capability of proving/refuting their hypotheses. For students who prefer to prepare a campaign project: Internalizing marketing/advertising strategies such as segmentation, creating the main message for the target market, tracking behavioral trends of the target market, choosing the right media for the target market. Strengthening the capability of adapting knowledge and skills related to the field. "
Course Content: 

Students who prefer to write a thesis:

• Reading of academic texts; Associating those texts with the practices of advertising, marketing and marketing communications; Expressing ideas in accordance with academic guidelines.

 

For students who prefer to make a campaign project:

• Analyzing cases in marketing, advertising and marketing communications; Doing analyses such as competitor analysis, competition analysis, and SWOT; Adapting knowledge and skills to the processes like positioning, designing, and copywriting.  

Course Methodology: 
2- Interactive Lecture 6- Case Study 7- Brainstorming 15- Assignment 16- Oral Exam 17- Survey / Questionnaire
Course Evaluation Methods: 
B- Oral Exam / Presentation C- Homework E- Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes (Students who prefer to write a thesis) Program Learning Outcomes Teaching Methods  Assessment Methods 
1) Demonstrate critical reading and analytical skills. 9 2, 15, 16 B, C, E
2) Collect and combine data from various sources based on academic integrity. 3, 5, 7, 8 2, 15, 16 B, C, E
3) Submit hypotheses/research questions based on theoretical framework. 5, 7, 8 2, 15, 16 B, C, E
4) Apply a specific research method and evaluate its results. 5, 7 2, 15, 16, 17 B, C, E
5) Specialize in producing an academic text in accordance with the APA guidelines. 5, 7 2, 15, 16 B, C, E

 

Learning Outcomes (Students who prefer to make a campaign project) Program Learning Outcomes Teaching Methods  Assessment Methods 
1) Apply analyses (The target market analysis, a competitor analysis, a competition analysis, etc.) that determine the campaign plan. 1, 3, 5, 8, 9 2, 6, 7, 15, 16, 17 B, C, E
2) Determine the positioning of their brandmark. 1, 5 2, 6, 7, 15, 16, 17 B, C, E
3) Create the corporate identity of their brandmark in line with the positioning. 2, 3 2, 6, 7, 15, 16, 17 B, C, E
4) Create the communications plan. 1, 2, 4, 6, 8 2, 6, 7, 15, 16, 17 B, C, E
5) Adapt their professional and intellectual knowledge and skills to the campaign. 2, 3, 4, 6, 7 2, 6, 7, 15, 16, 17 B, C, E

Course Flow

COURSE CONTENT (for students who prefer to write a thesis)
Week Topics Study Materials
1 Student-Counselor discussion/research about the selection of the thesis subject related to advertising, marketing, and marketing communications.   
2 Selection of the thesis subject Reading the texts mentioned below or to be determined by the professor.
3 Beginning of the search for references. Reading the texts mentioned below or to be determined by the professor.
4 Search for references (continues); Submission of the problem and the aim of the thesis based on the provided data. Reading the texts mentioned below or to be determined by the professor.
5 Search for references (continues); Determining the structure (The table of contents) of the thesis based on the problem and the aim.  Reading the texts mentioned below or to be determined by the professor.
6 Beginning of the theoretical framework based on the table of contents. Reading the texts mentioned below or to be determined by the professor.
7 Discussion about content development and fluency.  
8 Discussion about content development and fluency (continues).  
9 Discussion about content development and fluency (continues); Checking the APA guidelines adaption to the thesis.  
10 Discussion about content development, fluency, and  the APA guidelines adaption to the thesis (continues).  
11 Submission of the hypotheses/research questions; Determination of the research methodology.  
12 Peer management: Feedback given by classmates about the content, the format, and the research methodology.   
13 Discussion about the application of the research methodology.  
14 Discussion about the evaluation of the research data and their association with the theoretical framework.  
15 Final revision of the thesis   
16 Thesis defense in front of the thesis committee (The academics in the Department of Advertising Design and Communication).  

 

COURSE CONTENT (for students who prefer to make a campaign project)
Week Topics Study Materials
1 Student-Counselor discussion/research about the selection of the product category.  
2 Selection of the product category and brandname. Reading the necessary parts of the references mentioned below.
3 Beginning of the market research. Reading the necessary parts of the references mentioned below.
4 Analyzing the cases in the same product category. Selection of the cases in the same product category.
5 Determining the campaign idea and the preliminary study about the campaign idea.  
6 Beginning of the research process (some research into the potential target market preferences/expectations, a competitor analysis, a competition analysis, SWOT, some primary and secondary research into the product, the product category, and the potential target market) Reading the necessary parts of the references mentioned below.
7 Determining the target market; Doing some prototypical research (a one-to-one interview, a survey, etc.) into the sampling that represents the target audience, and tracking consumer digital footprints at a small scale.  
8 Discussion about the data of the prototypical research and the digital footprints.  
9 Determining the positioning and the media strategy based on the whole research data.  
10 Beginning of the corporate identity works.  
11 Developing the corporate identity works.  
12 Peer management: Feedback given by classmates about the positioning, media strategy and the corporate identity works.  
13 Beginning of the communications plan.  
14 Discussion about the content and form of the campaign communications.  
15 Final revision of the campaign project.  
16 Project presentation in front of the thesis committee (The academics in the Department of Advertising Design and Communication, the graduates of the department and the industry representatives).  

Recommended Sources

Material Sharing

MATERIAL SHARING
Documents www.coadsys.yeditepe.edu.tr
Assignments www.coadsys.yeditepe.edu.tr
Exams  

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Presentation (Weekly discussions) 14 60
Assignment 14 40
Total   100
Contribution of Final Examination to Overall Grade   60
Contribution of In-Term Studies to Overall Grade   40
Total   100

 

COURSE CATEGORY Field Courses

Course’s Contribution to Program

COURSE CONTRIBUTION TO PROGRAM (For students who prefer to write a thesis)
No Program Learning Outcomes Contribution
1 2 3 4 5
1 Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences          
2 Students design advertisements suitable for both traditional and digital media.          
3 Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives.         X
4 Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards.          
5 Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes.         X
6 Students create and lead media strategies in the field of advertising.           
7 Students abide by universal values, law and ethical principles.         X
8 Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members.       X  
9 Students adopt the critical approach in evaluating knowledge and skills related to the field.         X
10 Students demonstrate knowledge and understanding of the concepts and models related to the field.          

 

COURSE CONTRIBUTION TO PROGRAM (for students who prefer to make a campaign project)
No Program Learning Outcomes Contribution
1 2 3 4 5
1 Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences         X
2 Students design advertisements suitable for both traditional and digital media.         X
3 Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives.         X
4 Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards.         X
5 Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes.         X
6 Students create and lead media strategies in the field of advertising.          X
7 Students abide by universal values, law and ethical principles.       X  
8 Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members.       X  
9 Students adopt the critical approach in evaluating knowledge and skills related to the field.     X    
10 Students demonstrate knowledge and understanding of the concepts and models related to the field.          

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration 14 4 56
Hours for off-the-classroom study (Pre-study, practice) 16 4 64
Assignment 14 3 42
Presentation (Weekly discussions) 14 2 28
Final (Thesis defense & thesis submission/Project presentation & file submission) 1 2 2
Total Work Load     192
Total Work Load / 25 (h)     7,68
ECTS Credit of the Course     8