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
APR4001	Graduation Project I	Fall	3	2	4	8

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 :	Prof. Dr. YEŞİM ULUSU
Course Lecturer(s):	Assist. Prof. ÖYKÜ TÜRKELİ Assist. Prof. NESLİHAN UYSAL Assist. Prof. SELCAN YEŞİLYURT Assoc. Prof. GÜL ŞENER Instructor HAKKI PINAR KILIÇ Assist. Prof. ÖNDER YÖNET Prof. Dr. BURCU EKER AKGÖZ Assoc. Prof. EDA ÖZTÜRK Prof. Dr. ELİF ENGİN Prof. Dr. YEŞİM ULUSU Prof. Dr. İDİL KARADEMİRLİDAĞ SUHER Prof. Dr. HASAN KEMAL SUHER Prof. Dr. ÇİSİL SOHODOL
Course Objectives:	The aim of this course is for students to gain the ability to prepare a communication campaign correctly. In this direction, starting from a real brief, using qualitative or quantitative research methods, students will analyze the target audience, identify problems and goals, analyze trends and risks and identify problems or opportunities. They determine the message strategy appropriate to the purpose of the communication campaign, implement the implementation plan and finally evaluate it. They will then present and defend their work in front of a jury consisting of department professors and relevant brand managers.

Learning Outcomes

The students who have succeeded in this course;
1) Designs a primary/secondary research.
2) Differentiates the target group.
3) Differentiates the most important problem of the target group.
4) Analyzes the competitors and compose a positioning plan.
5) Appraises why the target auidience should prefer the product or cooperation
6) Determines the campaign promise
7) Decides the creative concept or solution.
8) Creates effective campaigns.
9) Recommends effective integrated communications mix solutions.
10) Aplies an effective media planning and budgeting.

Course Content

In this course, the students will entegrate all their previous knowledge and learn how to design an Communication campaign from research to budgeting according to a real-time brief by groups. Through out this process an advisor will guide each grup

The teaching methods to be used are as follows;
Applied Studies: Students will conduct communication campaign applications.
Student presentations: Students will present the presentation they have prepared in front of the jury.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction.	None
2)	Strategic solution: Target audience, most important problem of target audience.	It will be cleared out by the advisor of each group.
3)	Strategic solution: Positioning.	It will be cleared out by the advisor of each group.
4)	Strategic solution: Why should the customer prefer the brand or the cooperation?	It will be cleared out by the advisor of each group.
5)	Strategic solution: What should the campaigns promise be?	It will be cleared out by the advisor of each group.
6)	Developing a crative solution.	It will be cleared out by the advisor of each group.
7)	Creative solution (concept development).	It will be cleared out by the advisor of each group.
8)	Creative solution (concept development)- 1st homework assignment.	It will be cleared out by the advisor of each group.
9)	Communication applications.	It will be cleared out by the advisor of each group.
10)	Communication applications. 2nd homework assignment.	It will be cleared out by the advisor of each group.
11)	Integrated marketing mix applications.	It will be cleared out by the advisor of each group.
12)	Integrated marketing mix applications - 3rd Homework assignment	It will be cleared out by the advisor of each group.
13)	Media planning and budgeting.	It will be cleared out by the advisor of each group.
14)	Media planning and budgeting - 4th homework assignment.	It will be cleared out by the advisor of each group.

Sources

Course Notes / Textbooks:

• Kazananlar : 1. Effie Türkiye Etkinliği Yarışması 2005 (Winners: 1.Effie Turkey Advertising Effectiveness Awards), Editor: İsmet Uçarlı, Advertising Foundation Publications (20 campaigns awarded in 2005)
• Kazananlar / 2. Effie Türkiye Reklam Etkinliği Yarışması 2007 (Winners: 2.Effie Turkey Advertising Effectiveness Awards), Editor: İsmet Uçarlı, Advertising Foundation Publications (34 campaigns awarded in 2007).
• Kazananlar / 3. Effie Türkiye Reklam Etkinliği Yarışması 2009 (Winners: 3.Effie Turkey Advertising Effectiveness Awards), Editor: İsmet Uçarlı, Advertising Foundation Publications (36 campaigns awarded in 2009).

References:

Ders notları haftalık olarak verilecektir.

Course notes will be given weekly.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 0
Homework Assignments	4	% 30
Final	1	% 70
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 30
PERCENTAGE OF FINAL WORK		% 70
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Study Hours Out of Class	14	12	168
Homework Assignments	4	6	24
Final	1	8	8
Total Workload			200

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	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	2
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	3
7)	To recognize and understand all the dynamics within the field of advertising	4
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	5