Course Language:
English
Courses given by:
Course Objectives:
The aim of this course is to make students of the department of Advertising Design and Communication be able to apply their theoretical knowledge in practice; know the functioning of the companies and institutions that implement them before they start looking for a job; also provide them a chance to create their portfolios to use as their references.
Course Content:
Creative marketing communication strategies, advertising approaches and ideas, to create media strategies; agency culture and account management methods, the ability of working in marketing communications firms, a simulation to give advantage in the process of job applying.
Course Methodology:
1-Lecture 2- Interactive Lecture 3- Special Support / Structural Examples 5- Problem Solving 7- Brainstorming 15- Assignment
Course Evaluation Methods:
A-Testing B- Oral Exam / Presentation C- Homework E- Project / Design
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
| 1) With the simulation created, they gain advertising / communication agency experience. | 1,2,4,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 2) They can create the applications (presentation, advertisement, banner, slogan, visual, name development etc.) required for the advertising strategy plan.. | 1,2,4,6,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 3) They are actually involved in the planning and implementation of advertising campaigns. | 1,2,4,5,6,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 4) They can plan and manage daily relationships, and the meetings for briefings, presentations, revisions. | 1,2,4,7,8,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 5) The course provides students an area to learn to present their communication / advertising campaigns to advertisers. | 1,2,4,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 6) Students gain experience of working in different positions of communication agency, discover their own suitability for the departments. | 1,2,4,7,8,9,10 | 1,2,3,5,7,15 | A,B,C,E |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction to the Course: What are the stages of a successful creative advertising campaign? | Presentation |
| 2 | How to write an accurate brief | Presentation |
| 3 | How to find the big idea and how to determine which is the big idea | Presentation |
| 4 | How to write the best advertising film parallel to the big idea | Presentation, project evaluation |
| 5 | How to find an idea for a radio spot consistent with the TV spot | Presentation, project evaluation |
| 6 | How to apply the big idea to printed materials | Presentation, project evaluation |
| 7 | Midterm | Presentation, project evaluation |
| 8 | How can solutions be provided to complementary mediums such as outdoor, ambient and guerilla applications? | Presentation, project evaluation |
| 9 | How to think to find applications parallel to the big idea on digital platforms? | Presentation, project evaluation |
| 10 | How are preparations made to create the campaign? What can be done in pre-production meetings? | Presentation, project evaluation |
| 11 | How are the materials needed for the campaign produced? | Presentation, project evaluation |
| 12 | How are the materials needed for the campaign produced? | Presentation, project evaluation |
| 13 | How to work with the third parties when we produce campaign materials? | Presentation, project evaluation |
| 14 | What are the presentation techniques required for the presentation of the campaign? | Presentation, project evaluation |
| 15 | General evaluation | Presentation, project evaluation |
| 16 | Final exam | |
Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook | Wells, Moriarty, Burnett, Advertising: Principles and Practice, Prentice Hall, USA, 2011 |
| Additional Resources | Projects and Cases. |
Material Sharing
| MATERIAL SHARING | |
| Documents | Slides, video, printed materials |
| Assignments | Campaign projects |
| Exams | Midterm (theoretical), Final (Project and examination) |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms (Preparation for the final project and its presentation) | 1 | 60 |
| Assignment | 12 | 40 |
| 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 | 4 | 56 |
| Hours for off-the-classroom study (Pre-study, practice) | 14 | 3 | 42 |
| Mid-terms (Preparation for the final project and its presentation) | 1 | 2 | 2 |
| Assignment | 12 | 1 | 12 |
| Final (Project and presentation) | 1 | 10 | 10 |
| Total Work Load | 122 | ||
| Total Work Load / 25 (h) | 4,88 | ||
| ECTS Credit of the Course | 5 | ||
None