Public Relations and Advertising
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code: HIR019
Course Name: Creativity in Advertising
Semester: Spring
Course Credits:
ECTS
5
Language of instruction: Turkish
Course Condition:
Does the Course Require Work Experience?: No
Type of course: University Elective
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. 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) They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. 2 3 2 3 3 2 2 2
2) They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. 3 3 2 3 2 2 3 3
3) They have knowledge and skills about changing and evolving communication methods and technologies. 2 3 2 3 2 3 2 2
4) Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. 3 2 2 2 3 3 2 2
5) By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. 3 2 2 2 2 2 3 3
6) They combine different communication areas in a holistic and strategic way. 2 3 3 3 3 3 2 2
7) They use written and verbal communication skills effectively. 2 3 3 3 3 2 3 3
8) They develop and implement strategies by thinking creatively and critically. 3 2 3 2 3 3 2 2
9) They have management skills. 3 3 3 2 3 3 2 2
10) They use research capability effectively. 2 2 3 3 3 2 3 2
11) They have an ethical business understanding and social responsibility. 3 3 3 2 2 3 2 2
12) They have capable of analytical thinking and problem solving. 3 3 2 2 2 2 3 2
13) They have teamwork skills. 2 2 3 3 2 3 2 3
14) They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. 3 3 2 2 2 2 2 3
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. 2 2 2 2 3 2 3 2

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Average 3 Highest
       
Program Outcomes Level of Contribution
1) They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession.
2) They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign.
3) They have knowledge and skills about changing and evolving communication methods and technologies.
4) Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders.
5) By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda.
6) They combine different communication areas in a holistic and strategic way.
7) They use written and verbal communication skills effectively.
8) They develop and implement strategies by thinking creatively and critically.
9) They have management skills.
10) They use research capability effectively.
11) They have an ethical business understanding and social responsibility.
12) They have capable of analytical thinking and problem solving.
13) They have teamwork skills.
14) They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues.
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field.

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