Courses given by:
Course Objectives:
Applying theories and practices of advertising through case studies.
Course Content:
Advertising case studies in education, food and drink, fashion and beauty, charity, social media, finance green and ethical issues, travel, health and pharmaceutical, sports and retail.
Course Methodology:
1-Lecture 2- Interactive Lecture 5- Problem Solving 6- Case Study 7- Brainstorming 8- Pairwork 15- Assignment
Course Evaluation Methods:
A-Exam C- Homework
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
| Solves advertising case studies for strategic decision making in organizations. | 1, 2, 3, 4, 5, 6, 7, 8, 10 | 2, 5, 6, 7, 8, 15 | A, C |
| Analyzes the contemporary practices in advertising as case studies. | 1, 2, 3, 4, 5, 6, 7, 8, 10 | 2, 5, 6, 7, 8 | A, C |
| Reinforces the theories in advertising through case studies. | 1, 2, 3, 4, 5, 6, 7, 8, 10 | 2, 5, 6, 7, 8, 15 | A, C |
| Gains the capability of solving case studies. | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 | 1, 2, 5, 6, 7, 8 | A, C |
| Reinforces his/her theoretical and practical knowledge through case studies. | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 | 2, 5, 6, 7, 8, 15 | A, C |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction: What is a case study analysis and why is it important? | |
| 2 | How to solve a case study | |
| 3 | Case study: Education | |
| 4 | Case study: Food and Drink | |
| 5 | Case study: Fashion and Beauty | |
| 6 | Case study: Charity | |
| 7 | Midterm | |
| 8 | Case study: Social media | |
| 9 | Case study: Social media | |
| 10 | Case study: Finance | |
| 11 | Case study: Green and ethical | |
| 12 | Case study: Travel | |
| 13 | Case study: Health and pharmaceutical | |
| 14 | Case study: Sports | |
| 15 | Case study: Retail | |
| 16 | Final | |
Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook |
http://eds.a.ebscohost.com.lproxy.yeditepe.edu.tr/eds/pdfviewer/pdfviewer?vid=17&sid=629b77d7-9cea-4223-b5f7-0e3332de599f%40sessionmgr4006
& Professor’s slides |
| Additional Resources |
Greenland S., Bainbridge J., Galloway C., and Gill R.-(2012). Strategic Communication: Cases in Marketing, public Relations, Advertising and Media. New York: Pearson
https://www.theguardian.com/advertising/case-studies http://www.warc.com/Pages/CaseStudies/CaseFinder.aspx
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Material Sharing
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Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms | 1 | 50 |
| Assignment | 3 | 20 |
| Pairwork (Classwork) | 12 | 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. | 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 | 3 | 42 |
| Hours for off-the-classroom study (Pre-study, practice) | 14 | 1 | 14 |
| Mid-terms | 1 | 2 | 2 |
| Pairwork (Classwork) | 12 | 2 | 24 |
| Homework | 3 | 4 | 12 |
| Final examination | 1 | 2 | 2 |
| Total Work Load | 96 | ||
| Total Work Load / 25 (h) | 3,84 | ||
| ECTS Credit of the Course | 4 | ||
None