| ADVERTISING | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV3619 | AI Powered Marketing Communication | Fall | 2 | 2 | 3 | 5 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | English |
| Type of course: | Departmental Elective |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. YEŞİM ULUSU |
| Course Lecturer(s): |
Instructor CAN BÜYÜKALKAN |
| Course Objectives: | The objective of this course is to empower participants with a comprehensive understanding of AI-powered marketing communication through a two-module approach. In the initial module, participants will delve into prompt engineering techniques, honing the skills essential for effective communication in the digital landscape. This foundational knowledge will serve as a springboard for the second module, where participants will seamlessly integrate prompt engineering techniques into real-world marketing scenarios. |
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The students who have succeeded in this course; 1. Demonstrate an understanding of the transformative impact of the digital age on social sciences. 2. Master prompt engineering techniques for effective communication in digital landscapes. 3. Apply prompt engineering skills to real-world marketing scenarios, emphasizing brand, product, and campaign strategies. 4. Navigate various digital platforms and applications, showcasing adept application of prompt engineering in marketing contexts. 5. Possess a strategic understanding of prompt engineering's intersection with major marketing facets. 6. Analyze data acquired from digital media, enabling informed decision-making based on research findings. 7. Appreciate the ethical considerations inherent in AI and their importance in the field of communication. 8. Utilize Critical Thinking and Problem Solving Skills with Marketing Communications. |
| This course helps you to make a combination between the theoretical and practical knowledge you will acquire for man machine interaction. The communication with AI (LLM’s) through prompt structure, types and techniques and able to apply the gained knowledge to marketing communication practices in real life. This course contributes the students to design prompts confidently and automate tasks in the field of marketing communications. The teaching methods to be used are as follows; Lecture: Explaining course topics to students Case study: Students analyze case studies. Problem Solving: Students solve problems with the help of Artificial Intelligence. |
| Week | Subject | Related Preparation |
| 1) | Orientation | |
| 2) | Evolution of AI & Prompt Structure & Prompt Types | |
| 3) | Prompt Formula Refinement & Prompt Techniques | |
| 4) | Prompt Techniques & Advanced Prompt Techniques and Use Cases | |
| 5) | Chain of Thought Technique | |
| 6) | Chain of Thought Technique 2 | |
| 7) | Midterm Exam | |
| 8) | Self Assuring Technic | |
| 9) | Chain of Prompt 1 | |
| 10) | Chain of Prompt 2 | |
| 11) | Tree of Thought 1 | |
| 12) | Tree of Thought 2 | |
| 13) | Augmented Generation & Vector Data Base Integredtion | |
| 14) | Mapping of Business Cases with 7 Technics |
| Course Notes / Textbooks: | |
| References: | 1) Brat H. (2023) Demystifying Prompt Engineering: AI Prompts at Your Fingertips (A Step-By-Step Guide) , 2) Kar S (2023) Natural Language Processing (NLP) and Generative AI for Beginners 3) Eckroth J. (2018) AI Blue Prints: How to Build and Deploy AI Business Projects |
| Semester Requirements | Number of Activities | Level of Contribution |
| Midterms | 1 | % 40 |
| Final | 1 | % 60 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 14 | 5 | 70 |
| Midterms | 1 | 3 | 3 |
| Final | 1 | 3 | 3 |
| Total Workload | 118 | ||
| 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 | 3 |
| 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 | 2 |
| 3) | To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising | 2 |
| 4) | To be able to follow and interpret innovations in the field of advertising | 5 |
| 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 | 3 |