|
Week |
Subject |
Related Preparation |
| 1) |
Oryantasyon - Giriş - Dersi ve birbirimizi tanıma |
None |
| 2) |
Twenty-Four Hats, Only One Head (Class interaction+case studies to be answered+An Idiom)
|
Preparation for the related subjects |
| 3) |
Twenty-Four Hats, Only One Head + Basic Vocabulary (Class interaction+case studies to be answered) |
Preparation for the related subjects |
| 4) |
What a Ride! + Everyday Super-Human |
Preparation for the related subjects |
| 5) |
Writing a conference report and writing a status report |
Preparation for the related subjects |
| 6) |
Critiquing a Creative Brief (Class interaction+case studies to be answered) |
None |
| 7) |
Providing Feedback On a Creative Idea (Class interaction+case studies to be answered) |
None |
| 8) |
Proposing and Presenting Ideas (Class interaction+exercise ~ video cv) |
Review |
| 9) |
RFP (Request for Proposal) |
Preparation for the related subjects |
| 10) |
Writing a Statement of Work (Class interaction+case studies to be answered) |
Preparation for the related subjects |
| 11) |
Evaluating a Media Plan (Class interaction+case studies to be answered)
|
Preparation for the related subjects |
| 12) |
New Business (Class interaction+case studies to be answered)
|
Preparation for the related subjects |
| 13) |
Account Management and IMC |
None |
| 14) |
Managing for Account Profitability |
None |
| Course Notes: |
The New Account Manager
Don L.Dickinson
2ND Edition
2009
Portland State University School of Business
Gerçek, Yalanlar Reklamcılık: Müşteri Planlama Sanatı, Yazar: Jon Steel, Çeviri: İnci Berna Kalınyazgan, MediaCat Kitapları
Baked In- Kendi Kendine Satan Ürünler Yaratmak, Yazar : Alex Bogusky/ John Winsor, MediaCat Kitapları
/
The New Account Manager
Don L.Dickinson
2ND Edition
2009
Portland State University School of Business
Baked In: Creating Products and Businesses That Market Themselves, by Alex Bogusky and John Winsor, Agate B2 (December 1, 2010)
Truth, Lies and Advertising : The Art of Account Planning, by Jon Steel, Wiley; 1 edition (March 13, 1998)
|
| References: |
Haftalık olarak okuma metinleri verilecektir - Reading material will be given on weekly basis. |
|
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.
|
4 |
| 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.
|
5 |
| 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.
|
1 |
| 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)
|
3 |
| 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.
|
5 |
| 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.
|
4 |
| 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.
|
4 |
| 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)
|
3 |
| 12) |
To be able to identify and meet the demands of learning requirements.
|
3 |
| 13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
|
2 |