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Course Code: 
ADV 232
Course Type: 
Elective
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
5
Course Language: 
English
Course Objectives: 
He/She provides advanced knowledge in strategic advertising and the acquisition of the skills required for the implementation of different strategic advertising studies.
Course Content: 

He/She is able to explain the meanings of the basic concepts related to strategic advertising, to create strategic campaign plans as creative.

Course Methodology: 
1-Lecture 2- Interactive Lecture 7- Brainstorming 8- Pairwork 12- Groupwork 15- Assignment
Course Evaluation Methods: 
A-Exam B- Oral Exam / Presentation C- Homework E- Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes  Program Learning Outcomes Teaching Methods  Assessment Methods 
1) He/She examines the concepts of advertising and marketing communications from the creative point of view. 1, 2, 4, 5, 10 1, 2, 7, 8, 12, 15 A, B, C, E
2) He/She understands the creative strategy production in advertising. 1, 2, 4, 5, 10 1, 2, 7, 8, 12, 15 A, B, C, E
3) The target group of the brand is the idea of a campaign strategy based on factors such as its positioning in the market. 1, 2, 4, 5, 10 1, 2, 7, 8, 12, 15 A, B, C, E
4) He/She examines examples of creative strategy in advertising profession. 1, 2, 4, 5, 7, 8, 9, 10 1, 2, 7, 8, 12, 15 A, B, C, E
5) He/She will be able to analyze strategic advertising applications. 1, 2, 4, 5, 6, 9, 10 1, 2, 7, 8, 12, 15 A, B, C, E

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Course Introduction/Review of the Advertising Planning Process  
2 The Art & Science Creative Thinking  
3 Advertising Campaigns and the Impetus Behind Them  
4 Discovering the Creative Strategy: Ideation and Opportunity  
5 Research involving Creative Strategy and Shifts in Culture  
6 Engaging the Audience through Creative Strategy that Hits the Mark   
7 MIDTERM  
8 Talking to Consumers with Resonance: Creative Strategy Research  
9 Creative Strategy as an Outcome of Strategic Media Planning  
10 Creative Strategy in Context: Short project 1   
11 Creative Strategy in Context: Short project 2  
12 Creative Strategy in Context: Short project 3  
13 Creative Strategy in Context: StoryBranding Research  
14 StoryBranding Research  
15 StoryBranding Research  
16 Final Project / Presentation  

Recommended Sources

RECOMMENDED SOURCES
Textbook Storyscaping: Stop Creative Ads, Start Creating Worlds (2014), by Gaston Legorburu and Darren McColl. 
Additional Resources Scientific Advertising (Reprint 2010) by Claude Hopkins.

Advertising Transformed: The New Rules for the Digital Age (2014), by Fons Van Dyck. 

Material Sharing

MATERIAL SHARING
Documents Course notes (Printed)
Assignments  
Exams  

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Midterm 1 40
Project (Short project) 3 30
Presentation 3 30
Total   100
Contribution of Final Examination to Overall Grade   60
Contribution of In-Term Studies to Overall Grade   40
Total   100

 

COURSE CATEGORY Elective Courses

Course’s Contribution to Program

COURSE CONTRIBUTION TO PROGRAM
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.          
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.         x

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration 14 3 42
Hours for off-the-classroom study (Pre-study, practice) 14 4 56
Mid-terms 1 3 3
Homework 3 3 9
Final (Project submission and presentation) 1 3 3
Total Work Load     113
Total Work Load / 25 (h)     4,52
ECTS Credit of the Course     5