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
ADV2613	Creative Communication	Fall	3	0	3	5

Basic information

Language of instruction:	English
Type of course:	Must Course
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Dr. Öğr. Üyesi ŞAFAK ŞAHİN
Course Lecturer(s):	Dr. Öğr. Üyesi ŞAFAK ŞAHİN Dr. Öğr. Üyesi GÜL ŞENER Dr. Öğr. Üyesi EDA ÖZTÜRK
Recommended Optional Program Components:	None
Course Objectives:	The goal of this course is to help you learn to perceive multiple possibilities when considering an issue rather than being limited to routine responses! A presentation of theoretical approaches to the creative process is followed by concrete examples of how others have applied creative solutions to specific problems in small groups, organizations, written communication, and persuasive encounters. The course will depend on the the effective interaction between the instructor and students. By the end of the course the students will be able to realize creative communication solutions to different business or marketing problems within the light of integrated communications.

Learning Outcomes

The students who have succeeded in this course;
I. This course provides an overview of the major theories and current issues in the field of creativity.

II. Demonstrate specific techniques for enhancing their own creative abilities and communicate their ideas with confidence.

III. A modern understanding of the creative person, the creative process and the techniques for enhancing creative functioning.

IV. Identify their own creative strengths and weaknesses.

V. Increased self-actualization and skill in creative thinking (sensitivity to problems, fluency, flexibility, originality, and elaboration through visual and verbal exercises.)

Course Content

The content of the course focuses on examining, explaining and exemplifying the creative strategy and approach required for the discipline of advertising. In this direction, creative memory and creative idea applications are taught.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	1.Week : Introduction/Deciding Groups for Homework
2)	2.Week : Introduction: the four ways of creativity. Homework evaluation/case study analyses.
3)	3.Week : Chapter 1. Be Creative, Free your habits of mind. Homework evaluation/case study analyses.
4)	4.Week : Recommended book evaluation. Homework evaluation/case study analyses.
5)	5.Week : Chapter 2. How to focus: Learning new ways of seeing. Homework evaluation/case study analyses.
6)	6.Week : Recommended book evaluation
7)	7.Week : Midterm and Chapter 3. Looking inward: how to develop creative thinking.
8)	8.Week : Chapter 4. Looking inward: how to use your creative memory. Homework evaluation/case study analyses
9)	9.Week : Chapter 5. Being sociable: it’s a state of mind. Homework evaluation/case study analyses.
10)	10.Week : Chapter 6. Creating ideas in practice. Homework evaluation/case study analyses. Recommended book evaluation.
11)	11.Week : Chapter 7. Create an innovative work environment. Homework evaluation/case study analyses
12)	12.Week : Homework evaluation/case study analyses
13)	13.Week : Chapter 8. Healthy body, creative mind Homework evaluation/case study analyses
14)	14.Week : The brief for the final project-talking about the brief Homework evaluation/case study analyses.

Sources

Course Notes / Textbooks:

Cracking Creativity, Michael Michalko, Ten Speed Press / Yaratıcı Dehanın Sırları, Michael Michalko, Koridor Yayınevi

References:

Gerekli Okumalar:
Fikir Nasıl Bulunur? Jack Foster, MediaCat Kitapları
How to Get Ideas? Jack Foster, Berrett-Koehler Publishers
Yaratıcılık: Kuralları Boşverin, John Hegarty\ Mediacat Yayınları
Hegarty on Creativity: There are no rules, John Hegarty, Thames and Hudson
Blink, Düşünmeden Düşünebilmenin Gücü, Malcolm Gladwell, MediaCat Kitapları
Blink: The Power of Thinking Without Thinking, Malcolm Gladwell, Back Bay Books.
Other required readings will be uploaded to students via Itslearning. If you cannot access any material, please contact the instructor of the course.
Recommended Readings:
Şekil ve Resimlerle Sorun Çözme ve İkna, Dan Roam, MediaCat Kitapları
Back of the Napkin: Solving problems and selling ideas with picture, Dan Roam, Portfolio; Expanded Edition.
Başkalarının Aklı, Tali Sharot, Domingo Yayınevi
The Influential Mind: What the Brain Reveals About Our Power to Change Others, Tali Sharot, Henry Holt and Co.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Quizzes	2	% 10
Homework Assignments	13	% 30
Midterms	1	% 20
Final	1	% 30
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 70
PERCENTAGE OF FINAL WORK		% 30
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Study Hours Out of Class	13	3	39
Homework Assignments	2	20	40
Quizzes	2	6	12
Midterms	1	3	3
Final	1	3	3
Total Workload			136

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 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
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	2
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.	3
4)	To be able to analyze primary and secondary research data for a variety of products and services.	2
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.	2
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)	2
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.	3
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.	5
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)	3
12)	To be able to identify and meet the demands of learning requirements.	4
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	4