Advanced Promotional Writing

Course Code:

PRP 352

Course Type:

Elective

P:

2

Lab:

2

Credits:

3

ECTS:

5

Courses given by:

Mario LEVİ

Course Objectives:

It aims to prepare students to the professional life through advertising campaigns developed together in the classroom. It also introduces a basic understanding of advertising to students with public relations background.

Course Content:

After introducing students to the theoretical background, it discusses and analyzes different existing advertisements. It also creates a simulation of agency while student prepare their campaigns.

Course Methodology:

1: Lecture, 2: Interactive Lecture, 6:Case Study, 9:Demonstration, 10:Simulation

Course Evaluation Methods:

A:Testing, B:Oral Exam/Presentation, C:Homework, E:Project/Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Outcomes	Teaching Methods	Assessment Methods
1)Learns the basic theories of advertising.	1,2,9,10	1,2,6,9,10	A,B,C,E
2)Develops brainstorming skills.	2,3,6,7,9	1,2,6,9,10	A,B,C,E
3) Improves advertising knowledge with different informations.	1,2,3,4,5,6,7,8,9,10	1,2,6,9,10	A,B,C,E
4) Gains the ability to work in multinational advertising agencies	1,2,3,4,5,10	1,2,6,9,10	A,B,C,E
5) Learn persuasive advertisement presentation methods.	1,2,7,8,9	1,2,6,9,10	A,B,C,E

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	What is and what is not advertising?
2	The brand building
3	Different tools in advertising
4	Different elements in advertising
5	The U.S.P.
6	Emotional advertising
7	The advertising agency
8	Midterm
9	The campaign (1): The Creative Brief
10	The campaign (2): Alternative tools
11	The campaign (3): The print advertisement, the headline and the body copy
12	The campaign (4): The outdoor advertisement
13	The campaign: (5): The television and the radio
14	How to make a convincing presentation?
15	General review
16	Final

Recommended Sources

RECOMMENDED SOURCES
Textbook
Additional Resources	Existing advertising campaigns

Material Sharing

MATERIAL SHARING
Documents
Assignments
Exams

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Midterm	1	60
Homework	1	40
Totall	2	100
Contribution of Final Examination to Overall Grade	1	60
Contribution of In-Term Studies to Overall Grade	1	40
Totall	2	100

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	S/he has theoretical knowledge about the field of public relations					x
2	S/he knows the research methods and techniques that are related to the field of public relations.					x
3	S/he has knowledge and awareness about the interdisciplinary issues that are required by the field. S/he comprehends the relation of those issues with public relations.				x
4	S/he is able to make oral presentations in English about her/his field.					x
5	S/he has the digital competencies that are required by the field.					x
6	S/he has the ability of creative thinking that is required by the field of public relations.					x
7	S/he has the abilities of research, planning, implementation, measurement and assessment that are necessary for a successful public relations practice.					x
8	S/he evaluates and applies the knowledge and abilities she/he has acquired in her/his field to partner organizations in the sector through teamwork.					x
9	S/he is able to evaluate the knowledge and abilities she/he has acquired in her/his field from an analytical and critical perspective.					x
10	S/he has the awareness of practicing and developing the profession of public relations by adhering to ethical rules.					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	14	5	70
Mid-terms	1	3	3
Homework	1	10	10
Final examination	1	3	3
Total Work Load			128
Total Work Load / 25 (h)			5,12
ECTS Credit of the Course			5

None

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