Medicine Preview
Bachelor	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

Course Introduction and Application Information

Course Code:

HIR019

Course Name:

Creativity in Advertising

Semester:

Spring
Fall

Course Credits:

ECTS

Language of instruction:

Turkish

Course Condition:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:7. Master`s Degree

QF-EHEA:Second Cycle

EQF-LLL:7. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator:

Araş. Gör. AZİZ ARSLAN

Course Lecturer(s):

Dr. Nezahat İşbilir Yüceışık

Course Assistants:

Course Objective and Content

Course Objectives:

In line with the briefs to be given, the aim is to enable students to transform the theoretical knowledge they have acquired about advertising into practice, to produce and implement creative advertising ideas for different media.

Course Content:

Within the scope of the course, concepts and theories related to advertising strategies and management, creative advertising campaign preparation process and advertising campaign management are covered. Along with sample applications, students are provided to transform their theoretical knowledge into practice. The theoretically transferred information within the scope of the course is analyzed and discussed through advertising applications.

Learning Outcomes

The students who have succeeded in this course;
1) Have all the knowledge, skills and competence required by the profession in the fields of Public Relations and Advertising.
2) Defines the meaning of the concept of creativity and its place in the field of communication.
3) Have knowledge and skills about the creative thinking process in different areas.
4) Examines and evaluates creative products and concepts, has knowledge and skills about the functioning of individual and group creativity.
5) Develops the ability to produce creative solutions for problems that may be encountered in the fields of marketing, advertising, public relations and branding.
6) It reinforces the perception of the importance of media technology in the advertising production process.
7) Has knowledge in the areas of creative advertising strategy development and strategically brings together different areas of communication.
8) They use their written and verbal communication skills effectively and think creatively and critically, develop strategies and put them into practice.

Course Flow Plan

Week	Subject	Related Preparation
1)	Creativity in Advertising
2)	Creative Strategy
3)	Basic Creative Strategies Reeves “Essential Selling Promise” Ogilvy “Brand Image” Ries and Trout “Positioning”
4)	Creativity and Media Channels
5)	Creative Advertising Strategy and Creative Process
6)	Advertising and Visual Material: Advertising photography, graphic design, layout, typography
7)	Midterm Exam
8)	Creative Strategy in Television, Radio, Outdoor Advertising
9)	Digital Media and Creative Strategy
10)	Alternative Media and Creative Strategy Guerrilla Advertising and Creative Strategy Viral Advertising and Creative Strategy
11)	Virtual Reality, Neuromarketing and Creative Strategy
12)	Creative Advertising Applications
13)	Creative Advertisement Applications: Examination of Various Advertisement Types through Graphics and Text
14)	Final Exam

Sources

Course Notes / Textbooks:	Pope, R. (2005). Creativity: Theory, history, practice. Psychology Press,
References:	Ders Notları

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5	6	7	8
Program Outcomes
1) When Istinye University Faculty of Medicine student is graduated who knows the historical development of medicine, medical practices, and the medical profession and their importance for society.
2) knows the normal structure and function of the human body at the level of molecules, cells, tissues, organs and systems.
3) is capable of systematically taking an accurate and effective social and medical history from their patients and make a comprehensive physical examination.
4) knows the laboratory procedures related to diseases; In primary care, the necessary material (blood, urine, etc.) can be obtained from the patient with appropriate methods and can perform the necessary laboratory procedures for diagnosis and follow-up or request laboratory tests.
5) can distinguish pathological changes in structure and functions during diseases from physiological changes and can Interpret the patient's history, physical examination, laboratory and imaging findings, and arrive at a pre-diagnosis and diagnosis of the patient's problem.
6) knows, plans and applies primary care and emergency medical treatment practices, rehabilitation stages.
7) can keep patient records accurately and efficiently, know the importance of confidentiality of patient information and records, and protects this privacy.
8) knows the clinical decision-making process, evidence-based medicine practices and current approaches.
9) knows and applies the basic principles of preventive health measures and the protection of individuals from diseases and improving health, and recognizes the individual and/or society at risk, undertakes the responsibility of the physician in public health problems such as epidemics and pandemics.
10) knows the biopsychosocial approach, evaluates the causes of diseases by considering the individual and his / her environment.
11) is capable of having effective oral and/or written communication with patients and their relatives, society and colleagues.
12) knows the techniques, methods and rules of researching. It contributes to the creation, sharing, implementation and development of new professional knowledge and practices by using science and scientific method within the framework of ethical rules.
13) can collect health data, analyze them, present them in summary, and prepare forensic reports.
14) knows the place of physicians as an educator, administrator and researcher in delivery of health care. It takes responsibility for the professional and personal development of own and colleagues in all interdisciplinary teams established to increase the health level of the society.
15) knows employee health, environment and occupational safety issues and takes responsibility when necessary.
16) knows health policies and is able to evaluate their effects in the field of application.
17) keeps medical knowledge up-to-date within the framework of lifelong learning responsibility.
18) applies own profession by knowing about ethical obligations and legal responsibilities, prioritizing human values and with self-sacrifice throughout own medical life.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	When Istinye University Faculty of Medicine student is graduated who knows the historical development of medicine, medical practices, and the medical profession and their importance for society.
2)	knows the normal structure and function of the human body at the level of molecules, cells, tissues, organs and systems.
3)	is capable of systematically taking an accurate and effective social and medical history from their patients and make a comprehensive physical examination.
4)	knows the laboratory procedures related to diseases; In primary care, the necessary material (blood, urine, etc.) can be obtained from the patient with appropriate methods and can perform the necessary laboratory procedures for diagnosis and follow-up or request laboratory tests.
5)	can distinguish pathological changes in structure and functions during diseases from physiological changes and can Interpret the patient's history, physical examination, laboratory and imaging findings, and arrive at a pre-diagnosis and diagnosis of the patient's problem.
6)	knows, plans and applies primary care and emergency medical treatment practices, rehabilitation stages.
7)	can keep patient records accurately and efficiently, know the importance of confidentiality of patient information and records, and protects this privacy.
8)	knows the clinical decision-making process, evidence-based medicine practices and current approaches.
9)	knows and applies the basic principles of preventive health measures and the protection of individuals from diseases and improving health, and recognizes the individual and/or society at risk, undertakes the responsibility of the physician in public health problems such as epidemics and pandemics.
10)	knows the biopsychosocial approach, evaluates the causes of diseases by considering the individual and his / her environment.
11)	is capable of having effective oral and/or written communication with patients and their relatives, society and colleagues.
12)	knows the techniques, methods and rules of researching. It contributes to the creation, sharing, implementation and development of new professional knowledge and practices by using science and scientific method within the framework of ethical rules.
13)	can collect health data, analyze them, present them in summary, and prepare forensic reports.
14)	knows the place of physicians as an educator, administrator and researcher in delivery of health care. It takes responsibility for the professional and personal development of own and colleagues in all interdisciplinary teams established to increase the health level of the society.
15)	knows employee health, environment and occupational safety issues and takes responsibility when necessary.
16)	knows health policies and is able to evaluate their effects in the field of application.
17)	keeps medical knowledge up-to-date within the framework of lifelong learning responsibility.
18)	applies own profession by knowing about ethical obligations and legal responsibilities, prioritizing human values and with self-sacrifice throughout own medical life.

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Project	1	% 30
Midterms	1	% 30
Final	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
total		% 100

Workload and ECTS Credit Calculation

Activities	Number of Activities	Preparation for the Activity	Spent for the Activity Itself	Completing the Activity Requirements	Workload
Course Hours	14	5	3		112
Project	1	0	3		3
Midterms	1	5	2		7
Final	1	5	2		7
Total Workload					129