| Public Relations and Advertising | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | HIR106 | ||||
| Course Name: | Advertising and Digital Practices | ||||
| Semester: | Spring | ||||
| Course Credits: |
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| Language of instruction: | Turkish | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Compulsory Courses | ||||
| Course Level: |
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| Mode of Delivery: | E-Learning | ||||
| Course Coordinator: | Doç. Dr. AYBİKE SERTTAŞ | ||||
| Course Lecturer(s): |
Prof. Dr. HATİCE ÖZ PEKTAŞ |
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| Course Assistants: |
| Course Objectives: | The starting point of the course is that students who have basic knowledge about advertising should understand the advertising philosophy and evaluate the advertisement in a critical way. This critical evaluation will be done both by seeing the advertisement as a media product and by transferring the skills of analyzing the advertisement technically. |
| Course Content: | Definition and functions of advertisement in modern society, its role in consumption culture, production and analysis of advertisement as a media product within the economic system. |
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The students who have succeeded in this course;
1) Analyzes the advertisements within the scope of consumption society. 2) Knows the production stages of the advertisement. 3) Recognizes technical terms related to advertising. 4) Evaluates the ads in terms of the advertiser and and the audience (user). 5) Can classify the advertisements according to their type and shooting techniques. |
| Week | Subject | Related Preparation |
| 1) | Scopes and objectives of the lecture Source book recommendations | |
| 2) | Definitions and functions of advertising | |
| 3) | Definitions, functions and history of advertising/ 2 | |
| 4) | Why do we watch ads, how are we affected by what we watch? Uses and gratification theory, S. Hall's coding and decoding theory. | |
| 5) | The beginning of capitalism. Fordism and post-Fordism. The working class and the magical world of advertising. | |
| 6) | Creative destruction concept | |
| 7) | Discussions on examples of creative destruction in cinema | |
| 8) | Midterm practise | |
| 9) | Production of advertisements | |
| 10) | Camera movements, scales, angles | |
| 11) | Ad script/ 1 | |
| 12) | Ad script/ 2 | |
| 13) | Alternative ad types: Schockvertising, anti-ad | |
| 14) | Alternative ad types: Guerrilla advertising, viral ad |
| Course Notes / Textbooks: | Aybike Serttaş, Reklam Temel Kavramlar Teknik Bilgiler Örnekler Aybike Serttaş – Recep Yılmaz, Reklamcılığın Anahtar Kavramları |
| References: | Daron Acemoğlu -- James Robinson, Ulusların Düşüşü Çeşitli makaleler. |
| Course Learning Outcomes | 1 |
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3 |
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5 |
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| 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. | 3 | 3 | 3 | 3 | 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 | 3 | 3 | 3 | ||||||||||
| 3) They have knowledge and skills about changing and evolving communication methods and technologies. | 2 | 2 | 2 | 2 | 3 | ||||||||||
| 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 | 1 | 2 | 2 | 1 | ||||||||||
| 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 | 1 | 2 | 3 | 3 | ||||||||||
| 6) They combine different communication areas in a holistic and strategic way. | 3 | 2 | 2 | 2 | 2 | ||||||||||
| 7) They use written and verbal communication skills effectively. | 3 | 1 | 1 | 3 | 2 | ||||||||||
| 8) They develop and implement strategies by thinking creatively and critically. | 2 | 2 | 3 | 2 | 3 | ||||||||||
| 9) They have management skills. | 1 | 2 | 3 | 1 | 1 | ||||||||||
| 10) They use research capability effectively. | 3 | 3 | 3 | 3 | 3 | ||||||||||
| 11) They have an ethical business understanding and social responsibility. | 2 | 2 | 2 | 2 | 2 | ||||||||||
| 12) They have capable of analytical thinking and problem solving. | 3 | 3 | 3 | 3 | 3 | ||||||||||
| 13) They have teamwork skills. | 2 | 2 | 2 | 2 | 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 | 2 | 3 | 1 | 1 | ||||||||||
| 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 | 3 | 3 | 3 | 3 | ||||||||||
| 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 |
| 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 |
| 3) | They have knowledge and skills about changing and evolving communication methods and technologies. | 3 |
| 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. | 2 |
| 6) | They combine different communication areas in a holistic and strategic way. | 3 |
| 7) | They use written and verbal communication skills effectively. | 3 |
| 8) | They develop and implement strategies by thinking creatively and critically. | 3 |
| 9) | They have management skills. | 1 |
| 10) | They use research capability effectively. | 2 |
| 11) | They have an ethical business understanding and social responsibility. | 2 |
| 12) | They have capable of analytical thinking and problem solving. | 2 |
| 13) | They have teamwork skills. | 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. | 1 |
| 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 |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Midterms | 5 | % 50 |
| 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 | 0 | 3 | 42 | |||
| Homework Assignments | 5 | 10 | 5 | 75 | |||
| Final | 1 | 30 | 2 | 32 | |||
| Total Workload | 149 | ||||||