BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| 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 |
| ADV3303 | Advanced Studies in Advertising | Fall | 3 | 0 | 3 | 6 |
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 : | Assoc. Prof. GÜL ŞENER |
| Course Objectives: | This course aims to provide advanced theoretical and practical knowledge in the field of advertising, enhancing students' competency in designing strategic and creative advertising campaigns. The focus includes multi-platform advertising strategies, brand communication, consumer behavior, and trend analysis. |
Learning Outcomes
|
The students who have succeeded in this course; 1.Gains the ability to develop brand strategies and design effective 2.communication plans. 3.Analyzes the impact of consumer behavior on advertising strategies. 4.Creates integrated advertising campaigns for digital and traditional platforms. 5.Applies innovative creativity techniques in advertising projects. 6.Develops standout strategies by conducting trend analysis. |
Course Content
| Advanced concepts and theories in advertising, Brand strategies and positioning, Consumer behavior and decision-making processes, Digital advertising strategies and performance tracking, Advertising planning in traditional media, Writing and applying creative briefs, Integrated marketing communication campaigns, Creativity techniques and practical workshops, Ethics and social responsibility in advertising, Advertising trends and innovative approaches, Data-driven strategies and advertising analytics, Advertising campaign presentations The teaching methods to be used are as follows; Lecture: Explaining course topics to students. Implementation: Students will make advertising applications. |
Weekly Detailed Course Contents
| Week | Subject | Related Preparation |
| 1) | Advanced concepts and theories in advertising | |
| 2) | Brand strategies and positioning | |
| 3) | Consumer behavior and decision-making processes | |
| 4) | Digital advertising strategies and performance tracking | |
| 5) | Advertising planning in traditional media | |
| 6) | Writing and applying creative briefs | |
| 7) | Integrated marketing communication campaigns | |
| 8) | Midterm | |
| 9) | Ethics and social responsibility in advertising | |
| 10) | Advertising trends and innovative approaches | |
| 11) | Data-driven strategies and advertising analytics | |
| 12) | Innovative creativity executions | |
| 13) | Presentations | |
| 14) | Presentations |
Sources
| Course Notes / Textbooks: | Advertising Design and Typography, Alex White (Allworth Press-2006) • Cutting Edge Advertising, Jim Aitchison (Practice Hall-2004) • Advertising Principles and Practice, Sandra E. Moriarty (Pearson Education-2009). |
| References: | Mann, E. M. (2012). Advertising: Types, Trends, Controversies. Nova Science. |
Evaluation System
| Semester Requirements | Number of Activities | Level of Contribution |
| Presentation | 1 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 50 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| Total | % 100 | |
ECTS / Workload Table
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 14 | 5 | 70 |
| Presentations / Seminar | 1 | 1 | 1 |
| Midterms | 1 | 3 | 3 |
| Final | 1 | 3 | 3 |
| Total Workload | 119 | ||
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 | 3 |
| 3) | To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising | 3 |
| 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. | 3 |
| 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 | 5 |
| 8) | To analyze and develop solutions to problems encountered in the practical field of advertising | 4 |