Week |
Subject |
Related Preparation |
1) |
Derse giriş. Konuların sunumu. |
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2) |
The Origins of Advertising and Early Advertising Agencies.
Principles of Free Market Economics and The Evolution of Advertising as an Economic Tool.
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The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.13-69.
Video to watch:
Harvard Business Review: Common Digital Miscommunications — and How to Avoid Them
https://www.youtube.com/watch?v=LoZ5zBxo1OE&t=10s
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3) |
1900-1944 / The Early Steps of Modern Advertising: J.Walter Thompson, Y&R. |
The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.71-121.
Video to watch:
Harvard Business Review: I Tried Three Popular Productivity Methods and This is What I Learned
https://www.youtube.com/watch?v=LaCXmw6vwfc
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4) |
1944-1980 / Madison Avenue and First Turkish Ad Agencies. 60’s: Tv Revolution. Bill Bernbach ve “Think Small”, Leo Burnett “Marlboro Man”. |
1944-1980 / Madison Avenue and Creative Revolution: David Ogilvy, Bill Bernbach ve “Think Small”, Leo Burnett “Marlboro Man”. |
5) |
1944-1980 / First Turkish Ad Agencies:
Eli Acıman, Necip
Akar, Reklam Moran,
İstanbul Reklam
|
The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.163-255.
Documentary to Watch:
Eli Acıman
https://www.youtube.com/watch?v=lKV-RKIXPs8
|
6) |
1944-1980 / Madison Avenue and Creative Revolution: Wells Rich Greene, Ally & Gargano |
The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.265-323.
Documentary to watch:
Art &Copy
https://www.youtube.com/watch?v=Pm4eQvFSGNE&t=3s
|
7) |
The Creative Revolution of British Advertising 1960-1980:
Collett Dickenson Pearce (CDP) Boase Massimi Pollitt (BMP) Saatchi&Saatchi
|
The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.325-358.
Documentary to watch:
The Men From The Agency - BBC
https://www.youtube.com/watch?v=VuxrlS3bnmE
|
8) |
Midterm
|
|
9) |
1980-1990 Globalization, Consolidation and The Changing Face of Media: Omnicom, WPP, Interpublic, Havas, Publicis. |
Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.9-74. |
10) |
Advertising Industry 1980-1990:
John Hegarty, David Abbott, Lee Clow “1984” & SuperBowl. Nike & Michael Jordan.
|
Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.75-120.
Interview to Watch:
Creating Icons: Lee Clow at TEDxChapmanU
https://www.youtube.com/watch?v=7jq7Gj09wcA
|
11) |
1990-2000 Marlboro Friday.
Internet Revolution and The Changing Face of Advertising.
Calvin Klein Jeans, Levi’s.
|
Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.121-155. |
12) |
1990-2000 / First Private Tv Channels in Turkey. Turkish Advertising Industry in 90’s. |
Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, s.156-196. |
13) |
2000-2010 / Digitization and Evolution of Advertising. |
Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.197-235. |
14) |
The Future of Advertising. |
David Droga: The Future of Advertising and What It Will Take to Succeed | Inc.
https://www.youtube.com/watch?v=wpbtYtP-1Xk
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Program Outcomes |
Level of Contribution |
1) |
Has theoretical and practical knowledge on management, business, trade, economy, entrepreneurship, innovation, sustainable development related to International Trade and Business and can use this information |
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2) |
Can collect data from different sources in the global business world and successfully apply research techniques, use information and communication technologies. |
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3) |
Can analyze opportunities and threats with strategic thinking skills by using different resources and channels in the ever-changing global business world. |
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4) |
Can communicate orally and in writing with a good knowledge of English grammar. |
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5) |
He / she can transfer the knowledge and skills he / she has acquired in the field to the relevant people in written and oral form and evaluate them critically. |
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6) |
Adopts the principles of business ethics with the awareness of professional responsibility and can apply these principles within the framework of legal rules in the field of global trade and business. |
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7) |
He / she can collaborate in and out of the field, take responsibility, respect cultural differences and have ethical values. |
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8) |
Has sufficient awareness of social rights, justice, cultural values, environmental awareness, occupational health and safety. |
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9) |
With the lifelong learning skill acquired, she/he can identify learning needs and improve herself/himself |
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