Week |
Subject |
Related Preparation |
1) |
Orientation |
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2) |
Why study advertising?
Discussion of the various reasons why advertising matters in shaping of society and consumption
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3) |
The history of advertising: Contexts, transformations and continuity |
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4) |
Analysing advertisements: Form, semiotics and ideology |
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5) |
Advertising, capitalism and ideology
Consumer society and the magic system
Selling capitalism
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6) |
Advertising commodities and commodity fetishism
The life cycle of the commodit
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7) |
Midterm |
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8) |
Audiences for sale: Quantification, segmentation and personalization
Conspicuous consumption
From nishification to personalization
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9) |
Advertising agencies: Organization, agency and internal conflict
Agency as form of chaos
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10) |
Advertising as art: From creativity to critique
Advertising changing the world
The stakes of advertising as ar
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11) |
Assignment topic presentations |
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12) |
Empowering consumers: Engagement, interpretation and resistance
What does the audience get from advertising?
Active audiences online
Activist resistance to advertising
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13) |
The politics of advertising: Capitalism, resistance and liberalism
The power of advertising
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14) |
Chapter reviews and total wrap up |
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Program Outcomes |
Level of Contribution |
1) |
To prepare the students to become communication professionals by focusing on strategic thinking, professional writing, ethical practice and innovative use of traditional and new media |
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2) |
To be able to create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics. |
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3) |
To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how public realtions works. |
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4) |
To be able to have the ability to explain and identify problems associated with the relationships between events and facts in the areas of public relations, persuasive communication, communication management, corporate communications. |
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5) |
To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices. |
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6) |
To be able to search, write, and design articles, newsletters, and fliers, brochures, and announcements, in styles and formats appropraite various audiences, mediums and settings. |
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7) |
To be able to apply the underlying theories of communication and the necessities of work safety to different types of public relations processes and campaigns. |
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8) |
To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices. |
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9) |
To be able to take responsibility in an individual capacity or as a team in generating solutions to given scenarios which can occur in public relations processes. |
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10) |
To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool. |
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11) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations. |
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12) |
To be able to to use information, communication technologies and computer software with the required level of public relations, marketing communication, persuasive communication, communication management, corporate communications. |
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13) |
To be able to explain and describe business marketing activities, economics, business law and global business practices. |
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14) |
To be able to recognize national and international, social and cultural dimensions of public relations. |
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