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) |
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
2) 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.
3) To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool.
4) To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations. |
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2) |
1) To be able to create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics.
2) To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices.
3) To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices.
4) To be able to explain and describe business marketing activities, economics, business law and global business practices. |
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3) |
1) 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.
2) 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.
Learning Competence
1) To be able to recognize national and international, social and cultural dimensions of public relations.
Field Specific Competence
1) 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.
2) 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.
Competence to Work Independently and Take Responsibility
1) 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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