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Week |
Subject |
Related Preparation |
1) |
Science and Research |
|
2) |
The Need for Research in Advertising |
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3) |
Research Design and Research Questions |
|
4) |
Research Decisions and Data Collection |
|
5) |
Historical and Secondary Research Methods |
|
6) |
Qualitative Research Methodologies Focus Groups |
|
7) |
Qualitative Research Methodologies Focus Groups |
|
8) |
Quantitative Research Methods |
|
9) |
Sampling |
|
10) |
(Presentations) First Project |
|
11) |
Survey Research and Questionaire Design |
|
12) |
Survey Research and Questionaire Design |
|
13) |
Introduction to Statistics |
|
14) |
Descriptive Statistical Reasoning and Computer Analysis (SPSS) |
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Course Notes: |
Earl Babbie, The Basics of Social Research (America: Wadsworth, 2008)
Mass Media Research, An Introduction, Roger D. Wimmer and Joseph R. Dominick, (Thomson-Wadsworth, 2006)
Darren George and Paul Mallery, SPSS For Windows Step By Step, A Simple Guide and Reference, 7th Edition (America: Pearson, 2006)
Şener Büyüköztürk, Veri Analizi El Kitabı, İstatistik, Araştırma Deseni, SPSS Uygulamaları ve Yorum, 10. Basım (Pegem yayıncılık, 2009)
Handbook of Research methods, Natalie L. Sproull, (America: The Scarecrow Press), 2002. Second Edition
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References: |
Ders notları haftalık olarak verilecektir.
Course notes will be given weekly. |
|
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.
|
5 |
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.
|
5 |
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.
|
2 |
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)
|
5 |
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.
|
3 |
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.
|
1 |
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.
|
1 |
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)
|
5 |
12) |
To be able to identify and meet the demands of learning requirements.
|
1 |
13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
|
1 |