| MATHEMATICS (TURKISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV4651 | Progressive Advertising | Fall | 3 | 0 | 3 | 5 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Dr. Öğr. Üyesi EDA ÖZTÜRK |
| Course Objectives: | The course gives students the skills and knowledge necessary to understand the changing dynamics of today’s advertising. Students learn how to leverage purposeful marketing and advertising to better connect with consumers in this course. Students also examine issues related to purposeful marketing including brand activism and progressive advertising and how advertising can use progressively to support brands' purposeful marketing agenda. |
|
The students who have succeeded in this course; 1) to explain what constitutes true progressive advertising. 2) to identify effective and ineffective progressive advertising strategies. 3) to understand how advertising principles can be used to foster individual and societal wellbeing. 4) to define purposeful marketing. 5) to explain the difference between corporate responsibility and purposeful marketing. 6) to explain the difference between shock advertising and progressive advertising. 7) to recognize ethical problems. 8) to reinforce skills developed in previous advertising courses. |
| Purposeful marketing, societal marketing, purposeful marketing strategies, brand activism, purposeful marketing and brand activism typoligies, gender equality in advertising, femvertising, inclusion and diversity in advertising, cultural fluency in advertising, intersectionality in advertising. |
| Week | Subject | Related Preparation | |
| 1) | Definition of progressive advertising and its role in purposeful marketing. | ||
| 2) | Brief history of progressive advertising. | ||
| 3) | Fundamentals of purposeful marketing and its evolution. | ||
| 4) | Differences between purposeful marketing and societal marketing/corporate social responsibility/green marketing. Purposeful marketing strategies and typologies. | ||
| 5) | Midterm | ||
| 6) | Brand activism strategies: Creating monstrous hybrids, challenging the establishment, and demonstrating exemplarity." | ||
| 7) | Brand activism scorecard. | ||
| 8) | Femvertising and gender equality in advertising, 3P Metric. | ||
| 9) | Midterm | ||
| 10) | Cultural fluency. Importance of inclusivity and diversity in progressive advertising. | ||
| 11) | Intersectionality in advertising. | ||
| 12) | Dilemmas of progressive advertising: Brand boycotts. | ||
| 13) | How to deal with brand boycotts? | ||
| 14) | Summary of the course topics, directions and notices for the final exam. | ||
| Course Notes: | 1. Philip Kotler, Christian Sarkar, Brand Activism: From Purpose to Action, 2nd Ed./Idea Bites Press. 2. Andrew S. Winston, Net Positive: How Courageous Companies Thrive by Giving More Than Take 1st Ed./Harward Business Review Press. 3. Nancy R. Lee, Philip Kotler ,Social Marketing, 5th Ed./Sage Publications." |
| References: | 1. Nina Montgomary, Perspective on Purpose: Leading Voices on Building Brands and Businesses for Twenty First Century, 1.st Ed./Routladge. 2. Richard H. Thaler, Cass R. Sunstein , Nudge, Penguin Books." |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | % 0 | |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | % 0 | |
| Project | % 0 | |
| Seminar | % 0 | |
| Midterms | 2 | % 40 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 60 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 12 | 3 | 36 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Special Course Internship (Work Placement) | 0 | 0 | 0 |
| Field Work | 0 | 0 | 0 |
| Study Hours Out of Class | 12 | 7 | 84 |
| Presentations / Seminar | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Homework Assignments | 0 | 0 | 0 |
| Quizzes | 0 | 0 | 0 |
| Preliminary Jury | 0 | 0 | 0 |
| Midterms | 2 | 4 | 8 |
| Paper Submission | 0 | 0 | 0 |
| Jury | 0 | 0 | 0 |
| Final | 1 | 4 | 4 |
| Total Workload | 132 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |