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
ADV4651	Progressive Advertising	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. EDA ÖZTÜRK
Course Lecturer(s):	Assoc. Prof. EDA ÖZTÜRK
Course Objectives:	The course gives students the skills and knowledge necessary to understand the changing dynamics of today’s advertising. Students learn how to leverage purposeful marketing and advertising to better connect with consumers in this course. Students also examine issues related to purposeful marketing including brand activism and progressive advertising and how advertising can use progressively to support brands' purposeful marketing agenda.

Learning Outcomes

The students who have succeeded in this course;
1) to explain what constitutes true progressive advertising.
2) to identify effective and ineffective progressive advertising strategies.
3) to understand how advertising principles can be used to foster individual and societal wellbeing.
4) to define purposeful marketing.
5) to explain the difference between corporate responsibility and purposeful marketing.
6) to explain the difference between shock advertising and progressive advertising.
7) to recognize ethical problems.
8) to reinforce skills developed in previous advertising courses.

Course Content

Purposeful marketing, societal marketing, purposeful marketing strategies, brand activism, purposeful marketing and brand activism typoligies, gender equality in advertising, femvertising, inclusion and diversity in advertising, cultural fluency in advertising, intersectionality in advertising.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Definition of progressive advertising and its role in purposeful marketing.
2)	Brief history of progressive advertising.
3)	Fundamentals of purposeful marketing and its evolution.
4)	Differences between purposeful marketing and societal marketing/corporate social responsibility/green marketing. Purposeful marketing strategies and typologies.
5)	Midterm
6)	Brand activism strategies: Creating monstrous hybrids, challenging the establishment, and demonstrating exemplarity."
7)	Brand activism scorecard.
8)	Femvertising and gender equality in advertising, 3P Metric.
9)	Midterm
10)	Cultural fluency. Importance of inclusivity and diversity in progressive advertising.
11)	Intersectionality in advertising.
12)	Dilemmas of progressive advertising: Brand boycotts.
13)	How to deal with brand boycotts?
14)	Summary of the course topics, directions and notices for the final exam.

Sources

Course Notes / Textbooks:	1. Philip Kotler, Christian Sarkar, Brand Activism: From Purpose to Action, 2nd Ed./Idea Bites Press. 2. Andrew S. Winston, Net Positive: How Courageous Companies Thrive by Giving More Than Take 1st Ed./Harward Business Review Press. 3. Nancy R. Lee, Philip Kotler ,Social Marketing, 5th Ed./Sage Publications."
References:	1. Nina Montgomary, Perspective on Purpose: Leading Voices on Building Brands and Businesses for Twenty First Century, 1.st Ed./Routladge. 2. Richard H. Thaler, Cass R. Sunstein , Nudge, Penguin Books."

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Midterms	2	% 40
Final	1	% 60
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	12	3	36
Study Hours Out of Class	12	7	84
Midterms	2	4	8
Final	1	4	4
Total Workload			132

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	3
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	5
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.	2
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	2
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	2