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Course Code: 
ADV 416
Course Type: 
Elective
P: 
2
Lab: 
2
Credits: 
3
ECTS: 
5
Course Language: 
English
Courses given by: 
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
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