| Health Administration | |||||
| 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. |
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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) They will have the theoretical and practical knowledge to comprehend, evaluate and direct the operation of the health systems and its subsystems. | ||||||||||||||
| 2) They will have the knowledge of factors about society-individual health and its development. | ||||||||||||||
| 3) They will apply the theoretical and practical knowledge of health management in related institutions and organizations. | ||||||||||||||
| 4) They will analyze, evaluate the developments in health management by using scientfic methods and techniques and develop solutions. | ||||||||||||||
| 5) They will follow the developments in the field by using a foreign language at least at the level of European Language Portfolio B1. | ||||||||||||||
| 6) They will use health terminology and grammar according to the rules in spoken and written communication. | ||||||||||||||
| 7) They will share their thoughts about health management and solution proposals with internal and external parties written and orally. | ||||||||||||||
| 8) They will use information and communication technologies with computer software at least at the level of European Computer Driving License required by the field. | ||||||||||||||
| 9) They will constantly develop professional knowledge and skill; know ways to access information and apply them. | ||||||||||||||
| 10) They will show mangement philosophy and management functions in health management applications. | ||||||||||||||
| 11) They will behave sensitve to health problems in the country and around the world with sociak responsibility and sustainability and they will evaluate solution suggestions to maximize social benefits. | ||||||||||||||
| 12) They will act in accordance with legal regulations in the field of health management and with social, scientific and professional ethical principles. | ||||||||||||||
| 13) They will show leadership characteristics in health management applications. | ||||||||||||||
| 14) They will take responsibility individually and as a team member in health management applications. | ||||||||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | They will have the theoretical and practical knowledge to comprehend, evaluate and direct the operation of the health systems and its subsystems. | |
| 2) | They will have the knowledge of factors about society-individual health and its development. | |
| 3) | They will apply the theoretical and practical knowledge of health management in related institutions and organizations. | |
| 4) | They will analyze, evaluate the developments in health management by using scientfic methods and techniques and develop solutions. | |
| 5) | They will follow the developments in the field by using a foreign language at least at the level of European Language Portfolio B1. | |
| 6) | They will use health terminology and grammar according to the rules in spoken and written communication. | |
| 7) | They will share their thoughts about health management and solution proposals with internal and external parties written and orally. | |
| 8) | They will use information and communication technologies with computer software at least at the level of European Computer Driving License required by the field. | |
| 9) | They will constantly develop professional knowledge and skill; know ways to access information and apply them. | |
| 10) | They will show mangement philosophy and management functions in health management applications. | |
| 11) | They will behave sensitve to health problems in the country and around the world with sociak responsibility and sustainability and they will evaluate solution suggestions to maximize social benefits. | |
| 12) | They will act in accordance with legal regulations in the field of health management and with social, scientific and professional ethical principles. | |
| 13) | They will show leadership characteristics in health management applications. | |
| 14) | They will take responsibility individually and as a team member in health management applications. |
| 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 | ||||||