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Description of Individual Course Units
| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits |
|---|---|---|---|---|---|
| 9203028022022 | Advertising Strategies | 1 | 2 | 6,00 |
Level of Course Unit
Yüksek Lisans
Language of Instruction
Objectives of the Course
The aim of this course is to ensure the students to gain knowledge in-depth on the basic creative strategies used in advertising campaigns by comprehending the importance of being creative in advertising and to use this information to solve various marketing problems
Name of Lecturer(s)
Prof. Dr. Sinem Yeygel Çakır
Learning Outcomes
| 1 | Being able to comprehend the importance of creativity in advertising |
| 2 | Being able to list the elements that constitutes the creative advertisement |
| 3 | Being able to explain the basic creative strategies |
| 4 | Being able to use the basic creative strategies to solve the marketing problems |
Mode of Delivery
Face to Face
Prerequisities and Co-Requisities
None
Recommended Optional Programme Components
None
Content of the Course
Creativity concept. Creativity In Advertising. The elements that constitutes the creative advertisement. Message Strategy Development Process. Creative Work Summary Presentation/Briefing. Creative Strategy Concept In Advertising And Its Relation With The Objectives Of the Advertising Campaign. Basic Creative Strategies. Message Appeals.
Weekly Detailed Course Contents
| Week | Subjects (Theoretical) | Teaching Methods | Preparatory |
|---|---|---|---|
| 1 | Introduction To The Course •Scope •Motive •Importance •Rules and Requirements | ||
| 2 | Advertising strategies and concept | ||
| 3 | Advertising strategies and concept | ||
| 4 | Advertising strategies and concept | ||
| 5 | Advertising strategies and concept | ||
| 6 | Book Analysis | ||
| 7 | Book Analysis | ||
| 8 | Midterm Exam | ||
| 9 | Distribution of the article topics and planning the content of the articles | ||
| 10 | Literature survey and planning the context of the article | ||
| 11 | Literature survey and planning the context of the article | ||
| 12 | Literature survey and planning the context of the article | ||
| 13 | Presentation of the article and discussion with class | ||
| 14 | Presentation of the article and discussion with class | ||
| 15 | Presentation of the article and discussion with class | ||
| 16 | Final |
Text Book / Material / Recommended Resources
Ders Kitabı: Kocabaş, Füsun ve Elden, Müge; Reklam ve Yaratıcı Strateji-Konumlandırma ve Star Stratejisinin Analizi, Yayınevi Yayıncılık, 1997. Yardımcı Kaynaklar: Baker, Stephen; Reklamcılıkta Yaratıcılık, Çev: Dilek Şendil, Yayınevi Yayıncılık, İstanbul, Ekim 1996. Jewler, A. Jerome. Creative Strategy in Advertising, 3rd Edition, Wadsworth Publishing Company, 1989
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
| Term (or Year) Learning Activities | Quantity | Weight |
|---|---|---|
| Midterm Examination | 1 | 100 |
| Total | 100 | |
| End Of Term (or Year) Learning Activities | Quantity | Weight |
| Final Examination | 1 | 100 |
| Total | 100 | |
| Term (or Year) Learning Activities | 40 | |
| End Of Term (or Year) Learning Activities | 60 | |
Work Pacement(s)
None
Workload Calculation
| Activities | Number | Time (hours) | Total Work Load (hours) |
|---|---|---|---|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 3 | 42 |
| Project Presentation | 1 | 1 | 1 |
| Writing Paper | 2 | 20 | 40 |
| Self Study | 14 | 1 | 14 |
| Individual Study for Mid term Examination | 14 | 1 | 14 |
| Individual Study for Final Examination | 14 | 1 | 14 |
| Reading | 14 | 4 | 56 |
| Total Work Load (hours) | 183 | ||
Contribution of Learning Outcomes to Programme Outcomes
| PO 1 | PO 2 | PO 3 | PO 4 | PO 5 | PO 6 | PO 7 | PO 8 | PO 9 | PO 10 | PO 11 | PO 12 | PO 13 | PO 14 | |
| LO 1 | 5 | 5 | 4 | |||||||||||
| LO 2 | 4 | 5 | 4 | |||||||||||
| LO 3 | 4 | 5 | 4 | |||||||||||
| LO 4 | 4 | 5 | 4 |
* Contribution Level: 1 Very low 2 Low 3 Medium 4 High 5 Very High