|
Week |
Subject |
Related Preparation |
1) |
Overview of the course |
|
2) |
Understanding and Evaluating Mass
Communication Theory
|
Baran and Davis, pp. 3-21 |
3) |
Four Eras of Mass Communication Theory |
Baran and Davis, pp. 22-41 |
4) |
The Rise of Media Industries and Mass Society Theory
|
Baran and Davis, pp. 44-70 |
5) |
The Rise of Media Theory In the Age of Propaganda
|
Baran and Davis, pp. 71-94 |
6) |
Normative Theories of Mass Communication
Limited-Effects Theory Emerges
|
Baran and Davis, pp. 95-99, 116-122,
128-140, 160-164
|
7) |
Contemporary Mass Communication Theory I
(Critical Theory)
|
Baran and Davis, pp. 198-218 |
8) |
Contemporary Mass Communication Theory II
(British Cultural Studies)
|
Baran and Davis,
pp. 198-218
|
9) |
Contemporary Mass Communication Theory II
(McLuhanism)
Media and Audiences: Uses-and-gratification
approach
|
Baran and Davis, pp. 218-225, 228-243 |
10) |
Media and Audiences: Reception Studies
Agenda-Setting and The Spiral of Silence
|
Baran and Davis, pp. 243-249, 278-293 |
12) |
Theories of Media and Society
(Symbolic Interactionism, Chicago School, Social Constructionism)
|
Baran and Davis,
pp. 298-314
|
13) |
Theories of Media and Culture
(Frame Analysis, Cultivation Analysis, Social
Semiotic Theory)
|
Baran and Davis, pp.
314-337
|
14) |
Debates on Communication Theories and
Review for the Final
|
|
|
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.
|
2 |
2) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
|
1 |
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.
|
1 |
4) |
To be able to analyze primary and secondary research data for a variety of products and services.
|
2 |
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.
|
3 |
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)
|
2 |
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.
|
2 |
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.
|
2 |
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.
|
3 |
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)
|
4 |
12) |
To be able to identify and meet the demands of learning requirements.
|
2 |
13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
|
3 |