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 | ||
None