Course Objectives: |
At the end of the semester, it is aimed that the students who take the course will comprehend the basic advertising terms, recognize the advertising channels and the characteristics of these channels, analyze the commercial films with a critical eye, write simple advertising texts and design an advertising campaign. |
Course Content: |
The course covers the basic concepts of advertising, the parties of advertising, its process, its presentation to the target audience, the analysis of advertising texts and visuals, how the advertisement can be analyzed, advertiser and agency relations, advertising campaigns, new advertising media, advertising law, emotional appeal used in advertising and new advertising media. . |
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:
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Knowledge
(Described as Theoritical and/or Factual Knowledge.)
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1) He/She defines all aspects of advertising and its relationship with communication
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Skills
(Describe as Cognitive and/or Practical Skills.)
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1) He/She adapts the developments related to the advertising field.
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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.)
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1) He/ She applies the theoretical and conceptual information about Public Relations and advertising.
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2) He/She developing in line with the expectations of the business world and society and Uses the competencies defined as corporate outputs at an advanced level.
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Week |
Subject |
Materials Sharing * |
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Related Preparation |
Further Study |
1) |
Introduction, Course Introduction and Course Overview |
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2) |
History and development of advertising |
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3) |
Basic concepts and theories of advertising and advertising |
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4) |
Advertising industry and development |
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5) |
Introduction to the world of advertising: the advertising sector, and the parties to the advertising |
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6) |
Advertising campaign process and strategies |
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7) |
Evaluation of advertising in terms of integrated marketing communication. |
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8) |
Midterm
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9) |
Advertising analysis methods |
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10) |
Ironical Advertising |
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11) |
Emotional appeal in advertising applications |
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12) |
Effects of advertising: Economic effects, effects on prices, extravagance effect, ethical effects |
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13) |
Sample advertising analysis |
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13) |
Case studies |
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14) |
Project / homework presentations |
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15) |
FINAL EXAM |
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16) |
Final Exam |
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Course Notes / Textbooks: |
Reklamcılık ders notları sunumları, internet araştırmaları ve akademik çalışmalar.
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References: |
Müge Elden (2009) Reklam ve Reklamcılık, Say Yayınları
Müge Elden, Özkan Ulukök, Sinem Yeygel (2005) Şimdi Reklamlar, İstanbul: İletişim Yayınları.
Füsun Kocabaş, Müge Elden (2001) Reklamcılık, İstanbul: İletişim Yayınları.
Nesrin Tan Akbulut, Elif Eda Balkaş (2006) Adım Adım Reklam Üretimi, İstanbul: Beta Yayınları.
Müge Elden (2003) Reklam Yazarlığı, İstanbul: İletişim Yayınları.
Max Sutherland, Alice K. Sylvester (2003) Reklam ve Tüketici Zihni, İstanbul: Mediacat Yayınları.
Banu Dağtaş (2003) Reklamı Okumak, Ankara: Ütopya Yayınevi.
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(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )
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Programme Learning Outcomes |
Contribution Level (from 1 to 5) |
1) |
Students learn and apply knowledge, concepts and theories in basic and sub-fields of management. |
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1.1 Students are competent with using knowledge of all basic fields of management such that strategic management, organizations, finance, accounting, marketing and human resources in daily business problems. |
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1.2 Students learn basic knowledge in sub-fields of management such as mathematics, statistics, behavior science, law, information technologies. |
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2) |
Students acquire ability to effectively plan and use economic, technological and human sources and tools in organizations by applying appropriate theories and methods. |
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2.1 Students use economic and technological sources effectively and efficiently in the field of business administration. |
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2.2 Students use information and communication technologies effectively in business practices. |
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3) |
Students have competencies of eagerness for life-long learning, easiness to comply with innovation and change as an employee/employer/manager to meet modern business life's expectations. |
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3.1 Students use competencies of time management and self-discipline to reach strategic aims. |
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3.2 Students plan and manage information and communication processes efficiently. |
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3.3 Students acquire skills for leadership and teamwork, entrepreneurship and change management. |
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3.4 Students solve problems and make decisions with an awareness of ethical values and social responsibilities. |
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4) |
Students apply what they learn theoretically in real business life during a semester. |
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4.1 Students experience all processes in business life. |
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4.2 Students take part in activities related to their major field in a real business. |
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4.3 Students have the chance to compare theoretical postulates and real business practice. |
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4.4 Students gain knowledge and experience in their major field. |
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5) |
Students acquire the competencies expected by business world and society as they defined in institutional outcomes of our university on an advanced level. |
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5.1 Students acquire problem-analyzing and -solving, and conflict resolution skills. |
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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. |
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5.3 Has awareness for ethical and social responsivity. |
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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. |
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5.5 Evaluates the norms and standards present in the works in which s/he takes responsibility in a critical point of view. |
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5.6 Develops strategical, innovative and entrepreneurial ideas. |
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5.7 Acquires competence of managing the change. |
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5.8 Shows development personally and socially with and awareness for lifelong learning. |
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5.9 Follows advanced technologies and developments about digital transformation. |
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5.10 Students have cultural consciousness at a level they can transfer to groups among and beyond their major field. |
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5.11 Students have citizenship consciousness. |
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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+). |
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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 |
0 |
0 |
0 |
Special Course Internship (Work Placement) |
0 |
0 |
0 |
Field Work |
0 |
0 |
0 |
Study Hours Out of Class |
14 |
1 |
14 |
Presentations / Seminar |
0 |
0 |
0 |
Project |
0 |
0 |
0 |
Homework Assignments |
1 |
15 |
15 |
Total Workload of Teaching & Learning Activities |
- |
- |
71 |
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES |
Assesment & Evaluation Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
Quizzes |
1 |
15 |
15 |
Midterms |
1 |
14 |
14 |
Semester Final Exam |
1 |
28 |
28 |
Total Workload of Assesment & Evaluation Activities |
- |
- |
57 |
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities) |
128 |
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h) |
5 |