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
ADV3634	Creative Endustries	Fall Spring	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 :	Prof. Dr. HASAN KEMAL SUHER
Recommended Optional Program Components:	None
Course Objectives:	The main objective of the course is to provide techniques on how to use strategy and creativity in terms of effective marketing communication outcomes through today's marketplace case studies.

Learning Outcomes

The students who have succeeded in this course;
Upon completing this course students will;

1- Define marketing strategy and creativity.
2- Define the process of brand positioning.
3- Define the process of strategic planning.
4- Recognize marketing problem and provide solutions.
5- Recognize contemporary consumer research approaches.
6- Define new communication trends.
7- Define the constituting elements of strategic creativity.
8- Implemet the strategic briefing process.
9- Develop presentation skills.
10- Experiment the process of working in groups by preparing and presenting their term projects.

Course Content

This course involves the examination and execution of strategic brand building and brand survival techniques placing creativity at its core.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction: About strategy and creativity
2)	Course of strategic planning: - Category, consumer, brand, communication.	Related reading will be distributed.
3)	Being an advertiser: - Defining the problem and creating the relevant solution.	Related reading will be distributed.
4)	Reading the consumer: - New generation research techniques - Analysis, hypothesis, insight	Related reading will be distributed.
5)	Zeitgeist: - Trend quest. Homework assignment 1
6)	Brand positioning: - Brand Map exercises.
7)	Strategic creativity: - Laddering technique	Related reading will be distributed.
8)	Adstar: - Final project description, delivery to the groups.
9)	Brief that inspires.	Related reading will be distributed.
10)	Idea generation: - Brainstorming techniques. Homework assignment 2	Related reading will be distributed.
11)	Evaluation of the creative work.
12)	Persuasive presentation: - Pitching simulation. Presentation
13)	Guest speaker.
14)	Review for the Final Group Project presentations.
15)	Adstar Group Presentations 1
16)	Adstar Group Presentations 2

Sources

Course Notes / Textbooks:	Her hafta konuyla ilgili okuma listesi sağlanacaktır. / Selected readings will be distributed on a weekly basis.
References:	Ders notları haftalık olarak verilecektir. Course notes will be given weekly.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	2	% 20
Presentation	1	% 10
Project	1	% 10
Final	1	% 60
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 30
PERCENTAGE OF FINAL WORK		% 70
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	3	3
Project	1	4	4
Homework Assignments	2	3	6
Final	1	3	3
Total Workload			128

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.	4
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.	4
4)	To be able to analyze primary and secondary research data for a variety of products and services.	4
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.
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)
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.
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.
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)
12)	To be able to identify and meet the demands of learning requirements.
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.