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:

HIR103

Course Name:

Introduction to Advertising

Semester:

Fall

Course Credits:

ECTS

Language of instruction:

Turkish

Course Condition:

Does the Course Require Work Experience?:

Type of course:

Compulsory Courses

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):

Prof. Dr. Yalçın Kırdar

Course Assistants:

Course Objective and Content

Course Objectives:	Introduction to Advertising course aims to help students understand advertising application areas, acquire the necessary strategic information about advertising, and gain a critical and suggestion-developing perspective.
Course Content:	This lesson; It covers the basic concepts, models and principles of advertising. Topics such as basic advertising concepts, advertising strategies, communication process, new trend advertising analysis, target audience, features of advertising, advertising management constitute the content of the course.

Learning Outcomes

The students who have succeeded in this course;
1) Explain the concepts of advertising and marketing communication.
2) Learn the methods of advertising persuasion.
3) Learns the process of advertising campaign planning and implementation with examples.
4) Designs a sample project in accordance with the process of creating an advertising campaign.
5) Associates the theoretical knowledge acquired in advertising with current advertising examples.
6) Comprehend how it works in advertising communication.
7) Evaluate the relationship between advertising agency and advertiser.
8) Comprehend the role of media planning in marketing communication.

Course Flow Plan

Week	Subject	Related Preparation
1)	Pro-Active Communication / Re-Active Communication
2)	Metaphor, Metonymy Concepts and Differences between Metonymy and Metaphor
3)	5M Model in Advertising and Advertising
4)	Advertising Industry and Activities
5)	History of Advertising
6)	Subliminal Advertising with Advertising and Neurology
7)	Business, Marketing and Advertising
8)	Midterm Exam
9)	Project Presentations
10)	Project Presentations
11)	Project Presentations
12)	Project Presentations
13)	Project Presentations
14)	Final Exam

Sources

Course Notes / Textbooks:	Ders notları
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	2	3	2	3	2	3	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.	2	2	2	2	3	3	2	3
3) They have knowledge and skills about changing and evolving communication methods and technologies.	2	2	2	2	3	2	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.	2	3	2	3	2	2	3	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.	2	3	2	2	2	2	3	3
6) They combine different communication areas in a holistic and strategic way.	2	2	2	2	3	3	2	2
7) They use written and verbal communication skills effectively.	2	3	2	2	2	2	2	3
8) They develop and implement strategies by thinking creatively and critically.	3	2	3	2	2	2	3	2
9) They have management skills.	2	3	3	2	3	2	3	2
10) They use research capability effectively.	2	2	3	2	2	3	2	2
11) They have an ethical business understanding and social responsibility.	2	2	2	3	2	2	2	2
12) They have capable of analytical thinking and problem solving.	2	3	2	2	2	3	2	2
13) They have teamwork skills.	2	2	3	2	2	3	3	2
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.	2	3	2	3	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	2	3	2	3

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.	3
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)	They have knowledge and skills about changing and evolving communication methods and technologies.	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.	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
6)	They combine different communication areas in a holistic and strategic way.	2
7)	They use written and verbal communication skills effectively.	3
8)	They develop and implement strategies by thinking creatively and critically.	2
9)	They have management skills.	3
10)	They use research capability effectively.	2
11)	They have an ethical business understanding and social responsibility.	3
12)	They have capable of analytical thinking and problem solving.	2
13)	They have teamwork skills.	2
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.	2
15)	They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field.	3

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 10
Project	1	% 25
Midterms	1	% 25
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	3	3		84
Project	1	6	3		9
Final	1	0	2		2
Total Workload					95