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	Spring 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 :	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 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
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)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising
4)	To be able to follow and interpret innovations in the field of advertising
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.
6)	To address and solve the needs and problems of the field through the developed scientific perspective
7)	To recognize and understand all the dynamics within the field of advertising
8)	To analyze and develop solutions to problems encountered in the practical field of advertising