SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
60414METOZ-HIR0366	Advertising Copywriting	3	Spring	3	0	3	4

Course Type :	Compulsory
Cycle:	Bachelor      TQF-HE:6. Master`s Degree      QF-EHEA:First Cycle      EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi SERAP BOZKURT
Dersin Öğretim Eleman(lar)ı:
Dersin Kategorisi:	Programme Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

At the end of the semester, it is aimed that the students who take the course will understand the basic philosophy and persuasion models of the commercial film and be able to analyze the advertisement… They will be able to write advertising texts for written, audio and visual media and design the slogans and contents of the advertising campaign.

Course Content:

In the course, the basic concepts of advertising, the role of advertising text in reaching the target audience, advertising text writing techniques, structural features of the advertisement text, persuasion models in advertising text writing, elements of the advertisement text, titles in the advertisement text, advertising synopsis, storyboard preparation, breif creation, written, audio, visual copywriting for the press and content creation examples for new media are explained and their applications are made.

Course Specific Rules

None

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) He/ She defines all aspects of the advertisement.

Skills (Describe as Cognitive and/or Practical Skills.)

1) He/She creates ad text suitable for all advertising media.

2) He/She applies her theoretical and conceptual knowledge to advertising

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

1) He/She the business world uses the competencies that are developed in line with the expectations of the sector and society and defined as the institutional outputs of our university.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Definition of the course, giving general information about the course process, evaluating the weekly subjects and students' course obligations.
2)	Target audience budget, brief and strategy in advertisement
3)	Structuring in agencies and responsibilities of the advertising writer
4)	Quality content in advertising and marketing
5)	Messages and indicators in the advertisement
6)	Quiz (contribution to assessment: 5%)
7)	Getting Started to Write: Bringing Ideas to Slogan
8)	Mid-Term Exam
9)	Storytelling and editing an idea (stortboard and synopsis)
10)	The most effective methods of expressing and selling ideas and persuasion methods
11)	Creative process examples and applications in advertising messages and content
12)	Quiz (contribution to assessment: 5%)
13)	Advertising copy writing and samples for radio and TV / Homework Submissions (contribution to evaluation: 10%)
14)	Ad copy writing and samples for print media, outdoor media and new media
15)	Final Exams
16)	Final Exams

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:	Reklam Metni yazarlığı ders sunumları, internet araştırmaları görselleri, Yazılı işitsel ve görsel basın reklamları ( Dersin Öğretim görevlisi tarafından paylaşılacaktır) Mürsel Çavuş(2019) Yaratıcı Yazarlık Defteri, Denemeler, Yitik Ülke Yayınları
References:	Müge Elden (2003). Reklam Yazarlığı, İletişim Yayınları, İstanbul. Haluk Gürgen (1990). Reklamcılık ve Metin Yazarlığı, Açık Öğretim Fakültesi Yayınları No: 152, Eskişehir. Füsun Kocabaş ve Müge Elden (1997). Reklam ve Yaratıcı Strateji, Yayınevi Yayıncılık, İstanbul. Ersel Serdarlı (2008). Reklam Yazmak. Beta Basım Dağıtım. İstanbul

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

(The matrix below shows how the course learning outcomes (CLOs) associates with programme learning outcomes (both KPLOs & SPLOs) and, if exist, the level of quantitative contribution to them.)

Relationship Between CLOs & PLOs

(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )

CLOs/PLOs	KPLO 1					KPLO 2			KPLO 3				KPLO 4				KPLO 5
	1	2	3	4	5	1	2	3	1	2	3	4	1	2	3	4	1	2	3	4	5	6	7	8	9	10	11	12
CLO1
CLO2
CLO3
CLO4

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	He/She comprehends communication in all aspects.	5
	1.1 He/She uses effective communication skills in business life.	5
	1.2 He/She commands of internal communication concepts.	4
	1.3 He/She has ability of written and verbal communication.	5
	1.4 By comprehending the communicatitive meaning of semiotics he/she evaluates possition of it in the field of public relations and advertising	4
	1.5 He/she knowledges about basic business functions.	4
2)	He/She follows the developments in our country and the world.	5
	2.1 He/She interprets the current literature by doing scientific research on Public Relations and Advertising.	5
	2.2 He/She follows innovative developments in the field	5
	2.3 By the knowledge acquired from the Art and History of Civilization lesson he/she realizes creative public relations and advertising campaigns.	3
3)	To apply the theoretical and conceptual information for the field of Public Relations and Advertising.	5
	3.1 He/She plans the entire process of a public relations campaign	5
	3.2 He/She plans the entire process of an advertising campaign.	5
	3.3 He/She creates a crisis communication plan that includes proactive and reactive measures.	5
	3.4 He/she interprets the theoretical and sectoral applications of traditional and new media planning.	4
4)	Applies the theoretical knowledge in business life during a semester.	5
	4.1 Experiences all processes in business life.	5
	4.2 Takes part in activities related to the field of education in a business operating in the field.	5
	4.3 Questions the application with theoretical knowledge.	5
	4.4 Compiles the knowledge and experience gained in the field.	5
5)	S/he acquires the competencies that develop by the expectations of business world and the society defined as the institutional outcomes of our university on the advanced level in relation with his/her field.	5
	5.1 Acquires the analyzing solving the problems and managing the conflicts.	5
	5.2 Participates as a team member and takes responsibility in the environments that require the solving of the conflicts and acts as a leader when necessary.	5
	5.3 Has awareness for ethical and social responsivity.	4
	5.4 By supporting the learnt courses with quantitative and qualitative data; and by using verbal and visual communication means, s/he transfers them to the groups within and outside his/her group in a systematical and effective way.	4
	5.5 Evaluates the norms and standards present in the works in which s/he takes responsibility in a critical point of view.	5
	5.6 Develops strategical, innovative and entrepreneurial ideas.	5
	5.7 Acquires competence of managing the change.	5
	5.8 Shows development personally and socially with and awareness for lifelong learning.	5
	5.9 Follows advanced technologies and developments about digital transformation.	4
	5.10 Has cultural awareness and s/he transfers this to the groups within and outside his/her field.	4
	5.11 Has awareness about citizenship competency.	5
	5.12 Acquires communication in a Foreign Language (English) competence defined on the level of at least B1 in European Language Portfolio. (In programs whose medium of instruction is English, on the level of B2/B2+).

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Problem Solving
Demonstration
Views
Laboratory
Reading
Homework
Project Preparation
Thesis Preparation
Peer Education
Seminar
Technical Visit
Course Conference
Brain Storming
Questions Answers
Individual and Group Work
Role Playing-Animation-Improvisation
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Final Exam
Quiz
Report Evaluation
Homework Evaluation
Oral Exam
Thesis Defense
Jury Evaluation
Practice Exam
Evaluation of Implementation Training in the Workplace
Active Participation in Class
Participation in Discussions

Relationship Between CLOs & Teaching-Learning, Assesment-Evaluation Methods of the Course

(The matrix below shows the teaching-learning and assessment-evaluation methods designated for the course unit in relation to the course learning outcomes.)

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Application	1	% 10.00
Quizzes	1	% 10.00
Midterms	1	% 30.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	1	10	10
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	0	0	0
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	1	10	10
Total Workload of Teaching & Learning Activities	-	-	62
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	1	15	15
Midterms	1	15	15
Semester Final Exam	1	20	20
Total Workload of Assesment & Evaluation Activities	-	-	50
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			112
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			4