Advertising Practicum

Course Code:

ADV 311

Course Type:

Elective

P:

2

Lab:

2

Credits:

3

ECTS:

15

Course Language:

English

Courses given by:

Gülşah AYDIN

Course Objectives:

The primary objective for the class is to gain a thorough understanding of the entire advertising campaign process: everything from marketing strategy, planning and creative development

Course Content:

The purpose of this course is to provide students with hands-on opportunity to develop an advertising campaign plan for a client.

Course Methodology:

7- Brainstorming 12- Groupwork 13- Fieldwork 16- Oral Exam

Course Evaluation Methods:

B- Oral Exam / Presentation C- Assignment E- Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
1) Develop the skills used in creating advertising and marketing communications, focusing on: research, strategies, copy and design, media selection, sales promotion and public relations	1,2,4,5,6,8,9,10	7,12,13,15,16	B,C,E
2)Understand the structure and cohesiveness of the Big Idea in an advertising campaign strategy and present those ideas persuasively in a Pitch.	1,2,4,5,6,8,9,10	7,12,13,15,16	B,C,E
3) Apply the terminology, techniques and procedures used in the business of marketing communications and advertising	1,2,4,5,6,8,9,10	7,12,13,15,16	B,C,E
4) Designs and executes advertising/marketing communications campaign projects.	1,2,4,5,6,8,9,10	7,12,13,15,16	B,C,E

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Course policy and requirements. Introduction.
2	Forming work teams, topic selection
3	Submit the Team Information Sheet
4	Step : Communication audit
5	Step 2 :Problem definition
6	Step 3: Define your communication goals and objectives
7	Step 4: Identify your target audience and stakeholders
8	Midterm Exam: Presentation of designed project
9	Step 5: Develop key messages and a “big idea”
10	Step 6 Define your project
11	Step 7: Develop a strategy and implementation plan
12	Step 8: Media Planning
13	Final Presentations
14	Final Presentations
15	Evaluation
16	Final

Recommended Sources

RECOMMENDED SOURCES
Textbook	No specific text is required for this class.
Additional Resources

Material Sharing

MATERIAL SHARING
Documents
Assignments
Exams

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-terms (Presentation of the prospect project)	1	80
Assignment	14	20
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
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.
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 (15x Total course hours)	14	4	56
Hours for off-the-classroom study (Pre-study, practice)	16	10	160
Assignment (Preparation for the final project)	14	5	70
Mid-terms (Presentation of the prospect project)	1	2	2
Final (Project)	1	80	80
Presentation (Final project presentation)	1	2	2
Total Work Load			370
Total Work Load / 25 (h)			14,8
ECTS Credit of the Course			15

None

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