ADVERTISING
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
ADV4626	Advanced Copywriting	Fall	3	0	3	5

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	English
Type of course:	Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Assoc. Prof. GÜL ŞENER
Recommended Optional Program Components:	ADV 3611 / Advertising Copywriting
Course Objectives:	The course aims to provide necessary advanced techniques for the craft of advertising copywriting and the strategies for idea generation and content development within the framework of integrated brand communication.

Learning Outcomes

The students who have succeeded in this course;
1- Recognize creative strategies and visual imagery in current advertising.
2- Recognize the basic tenets of a persuasive message.
3- Implement content development for different communication channels.
4- Acquire visualization skills in presenting visually attractive advertisements.
5- Recognize ways of propagating an idea or cause through writing.
6- Gain knowledge of building consumer trust in the copy.

Course Content

This course involves the development of strategically on brief, insight driven,culturally relevant advertising copy.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction: Review of the syllabus.
2)	Human touch: Connecting the product to the user.
3)	From insight into big idea. Homework assignment 1
4)	Brand promise through a story. Homework 2
5)	Metaphor as a creative pathway.
6)	Brand archetype.
7)	Postmodern advertising.
8)	Project presentation.
9)	Understanding the digital age: - General guidelines for communicating in the new media.
10)	Content generation and writing for Twitter.
11)	Content generation and writing for Facebook.
12)	Brand cases 1: How copywriting creates value?
13)	Brand cases 2: How copywriting creates value? Homework Assignment 3
14)	What kind of creativity for today's interactive consumers?

Sources

Course Notes / Textbooks:	Ders notları farklı kaynaklardan sağlanarak haftalık olarak ilan edilecektir. Course notes will be provided from different sources and will be given weekly.
References:	Ders notları haftalık olarak verilecektir. Course notes will be given weekly.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	3	% 30
Project	1	% 20
Final	1	% 50
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 30
PERCENTAGE OF FINAL WORK		% 70
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	4	56
Project	1	2	2
Homework Assignments	3	9	27
Final	1	3	3
Total Workload			130

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	4
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	4
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	4
4)	To be able to follow and interpret innovations in the field of advertising	3
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	3
6)	To address and solve the needs and problems of the field through the developed scientific perspective	2
7)	To recognize and understand all the dynamics within the field of advertising	3
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	4