Social Responsibility Practicum in Advertising

Course Code:

ADV 416

Course Type:

Elective

P:

2

Lab:

2

Credits:

3

ECTS:

5

Course Language:

English

Courses given by:

Gülşah AYDIN

Course Objectives:

The aim of this course is to convey the role played by social responsibility in sales and brand reputation.

Course Content:

The conceptual framework of social responsibility and CSR practices

Course Methodology:

1-Lecture 2- Interactive Lecture 7- Brainstorming 8- Pairwork 19- Guest Speaker

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) Comprehends the concepts, framework of social responsibility.	4,5,7,10	1,2,7,8	A
2) Discusses current trends - philanthropy, stakeholder diversity, etc.	4,5,7,8,9,10	1,2,7,8,19	A,B
3) Develops a strategic communication plan for CSR	1,2,3,4,5,6,7,8,9,10	1,2,7,8	A,B,C,E
4) Understands the critical elements of a CSR	4,5,7,9,10	1,2,7,8,19	A,B
5) Discusses the practice and trends of CSR	4,5,7,10	1,2,7,8,19	A,B,C

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Introduction to Social Responsibility and its Role in Advertising.	Weekly readings, presentations
2	Historical Background of Social Responsibility	Weekly readings, presentations
3	Ethics and Social Responsibility in Advertising: Theories of Ethics and Social Responsibility Practices	Weekly readings, presentations
4	Sustainability and Social Responsibility: Current Practices and Opportunities	Weekly readings, presentations
5	The Effect of Non-Profit Organizations in Social Responsibility	Weekly readings, presentations
6	Social Responsibility Strategy in Advertising: The Role of Key Stakeholders-Customers, Employees, Governments and Civil Society	Weekly readings, presentations
7	Midterm
8	Review of the Role of Ethics in Social Responsibility Practices
9	Social Responsibility Strategy in Advertising: Guest Speaker - Unethical Practices and Opportunities from Real Life	Weekly readings, presentations
10	Social Responsibility Strategy in Advertising: Guest Speaker - Real Life Practices and Examples	Weekly readings, presentations
11	Implementation of advertising campaigns: Defining how to prepare ad campaign projects, by the help of case studies V	Weekly readings, presentations
12	Discussion on Final Project: Step 1-Research	Weekly readings, presentations
13	Discussion on Final Project: Step 1-Planning	Weekly readings, presentations
14	Discussion on Final Project: Step 1-Implemention	Weekly readings, presentations
15	Final Presentations
16	FINAL EXAM

Recommended Sources

RECOMMENDED SOURCES
Textbook	Coombs, Timothy & Holladay, Sherry J., Managing Corporate Social Responsibility: A Communication Approach, Wiley Blackwell, New York, 2011.
Additional Resources	McElhaney, Kellie A., Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand, Berrett Koehler Publishers, New York, 2008. Mc Kenzie, Doug, Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing, New Society Publishers, New York, 2011. Spence, Edward & Heekeren, Brett Van, Advertising Ethics, Pearson, New York, 2004. Steckel, Richard & Simons, Jeffrey, Making Money While Making a Difference: How to Profit with a Non-Profit Partner, High Tide Press, New York, 1999. Yoon, Sukki & Oh, Sangdo, Social and Environmental Issues in Advertising, Routledge, London, 2016.

Material Sharing

MATERIAL SHARING
Documents
Assignments
Exams

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-term	1	40
Homework	1	60
Total		100
Contribution of Final Examination to Overall Grade		40
Contribution of In-Term Studies to Overall Grade		60
Total		100

COURSE CATEGORY

Elective Courses

Course’s Contribution to Program

COURSE CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	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.				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	2	28
Homework	12	2	24
Mid-terms (Preparation and presentation)	1	5	5
Final examination (Project and presentation)	1	10	10
Total Work Load			123
Total Work Load / 25 (h)			4,92
ECTS Credit of the Course			5

None

Search form