Architecture (English) | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | HIR019 | ||||
Course Name: | Creativity in Advertising | ||||
Semester: | Fall | ||||
Course Credits: |
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Language of instruction: | Turkish | ||||
Course Condition: | |||||
Does the Course Require Work Experience?: | No | ||||
Type of course: | University Elective | ||||
Course Level: |
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Mode of Delivery: | Face to face | ||||
Course Coordinator: | Araş. Gör. AZİZ ARSLAN | ||||
Course Lecturer(s): | Dr. Nezahat İşbilir Yüceışık | ||||
Course Assistants: |
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. |
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. |
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 |
Course Notes / Textbooks: | Pope, R. (2005). Creativity: Theory, history, practice. Psychology Press, |
References: | Ders Notları |
Course Learning Outcomes | 1 |
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Program Outcomes | |||||||||||||||
1) She/he gains knowledge of and develops values on technical, aesthetic, cultural, historical, social and ethical dimensions of architecture with a scientific and critical approach. | |||||||||||||||
2) She/he integrates architectural practice with environmental, economic and social sustainability principles. | |||||||||||||||
3) She/he has the knowledge and ability to provide and implement interactions between urban planning, urban design and architectural projects. | |||||||||||||||
4) Gains the ability to identify architectural potentials and problems based on data collection, analysis, interpretation and critical thinking, in order to cultivate concepts and determine strategies for action. | |||||||||||||||
5) She/he is able to interrelate theory, design and construction practices. | |||||||||||||||
6) She/he will be able to produce architectural design, presentation, implementation, management and supervision stages both independently and collectively for different contexts and scales and through a responsive approach to social, functional, technical and aesthetic requirements. | |||||||||||||||
7) In addition to traditional methods, she/he interactively uses the emerging information technologies required by the field. | |||||||||||||||
8) To analyze and document the historical and conservation characteristics of the built environment; taking into account of the balance between protection and use, she/he has the ability and necessary knowledge in renovation and restoration issues. | |||||||||||||||
9) She / he gains the ability to cooperate with different disciplines on the conception and design of the built environment, as an individual and/or as a team member. | |||||||||||||||
10) Has knowledge on and comprehension of professional ethics and codes of conduct, legal and managerial regulations, standards, rights and responsibilities and processes in the field of architecture. | |||||||||||||||
11) Can produce design, know-how and knowledge for the improvement of different and changing social needs, and for the enhancement of life quality. | |||||||||||||||
12) She/he has the knowledge and responsibility to design solidly built structures and takes into account of the risks of natural disaster. | |||||||||||||||
13) She/he monitors new developments in architectural theory and practice and is open to lifelong learning. | |||||||||||||||
14) She/he takes responsibility for the improvement of social consciousness in the field of architecture, and for the endorsement and defense of ecological and urban rights. | |||||||||||||||
15) Has architectural communication skills in a foreign language. |
No Effect | 1 Lowest | 2 Average | 3 Highest |
Program Outcomes | Level of Contribution | |
1) | She/he gains knowledge of and develops values on technical, aesthetic, cultural, historical, social and ethical dimensions of architecture with a scientific and critical approach. | |
2) | She/he integrates architectural practice with environmental, economic and social sustainability principles. | |
3) | She/he has the knowledge and ability to provide and implement interactions between urban planning, urban design and architectural projects. | |
4) | Gains the ability to identify architectural potentials and problems based on data collection, analysis, interpretation and critical thinking, in order to cultivate concepts and determine strategies for action. | |
5) | She/he is able to interrelate theory, design and construction practices. | |
6) | She/he will be able to produce architectural design, presentation, implementation, management and supervision stages both independently and collectively for different contexts and scales and through a responsive approach to social, functional, technical and aesthetic requirements. | |
7) | In addition to traditional methods, she/he interactively uses the emerging information technologies required by the field. | |
8) | To analyze and document the historical and conservation characteristics of the built environment; taking into account of the balance between protection and use, she/he has the ability and necessary knowledge in renovation and restoration issues. | |
9) | She / he gains the ability to cooperate with different disciplines on the conception and design of the built environment, as an individual and/or as a team member. | |
10) | Has knowledge on and comprehension of professional ethics and codes of conduct, legal and managerial regulations, standards, rights and responsibilities and processes in the field of architecture. | |
11) | Can produce design, know-how and knowledge for the improvement of different and changing social needs, and for the enhancement of life quality. | |
12) | She/he has the knowledge and responsibility to design solidly built structures and takes into account of the risks of natural disaster. | |
13) | She/he monitors new developments in architectural theory and practice and is open to lifelong learning. | |
14) | She/he takes responsibility for the improvement of social consciousness in the field of architecture, and for the endorsement and defense of ecological and urban rights. | |
15) | Has architectural communication skills in a foreign language. |
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 |
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 |