| Week |
Subject |
Related Preparation |
| 1) |
Orientation |
• Meet-up
• Syllabus Review
• Course requirements
|
| 2) |
Storytelling in advertising |
Required readings from the course reader |
| 3) |
Storytelling and persuasion |
Required readings from the course reader |
| 4) |
Understanding a story
• Narrative Thinking
|
Required readings from the course reader |
| 5) |
Living a story:
• Transportation Theory
Homework assignment 1 |
Required readings from the course reader |
| 6) |
Basic elements of storytelling:
1- Message
2- Conflict
3- Characters
4- Plot |
Required readings from the course reader |
| 7) |
Basic elements of storytelling:
1- Message
2- Conflict
3- Characters
4- Plot
|
Required readings from the course readerk. |
| 8) |
Midterm Exam |
|
| 9) |
Hero’s Journey in Narrative Advertising |
Required readings from the course reader |
| 10) |
Inadequacy Marketing vs. Empowerment Marketing
Homework 2
|
Required readings from the course reader |
| 11) |
Constructing a brand mythology
• Sacred belief / brand worldview
• Brand agent
• Brand narrative
• Brand culture
|
|
| 12) |
Constructing a brand mythology
• Sacred belief / brand worldview
• Brand agent
• Brand narrative
• Brand culture
|
|
| 13) |
Perceptual elements of a brand and brand mythology |
|
| 14) |
Cultural Branding and Holt’s Myth Market Approach |
|
| 14) |
When storytelling becomes dialogue
- Letting the customers become part of the story
- Convergence and interaction
- Video storytelling and Youtube |
Required readings from the course reader |
| |
Program Outcomes |
Level of Contribution |
| 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 advertising and brand communication works in a free-market economy.
|
|
| 2) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
|
1 |
| 3) |
To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.
|
5 |
| 4) |
To be able to analyze primary and secondary research data for a variety of products and services.
|
|
| 5) |
To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.
|
|
| 6) |
To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)
|
|
| 7) |
To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.
|
4 |
| 8) |
To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.
|
|
| 9) |
To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.
|
2 |
| 10) |
To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.
|
4 |
| 11) |
To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)
|
|
| 12) |
To be able to identify and meet the demands of learning requirements.
|
|
| 13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
|
|
BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
