Creativity in Publicity(COM316)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| COM316 | Creativity in Publicity | 6 | 2 | 0 | 0 | 2 | 3 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Ali Can TURALI (Email) |
| Assistant | |
| Objective |
To examine the basic concepts such as consumption, pleasure, time, morality and responsibility, desire, happiness, language, art, human labor, justice from a philosophical perspective. By making short references to marketing history; to grasp the emergence conditions of leading brands in the automobile, soap, and pharmaceutical industries. To look at the relationships between advertising, marketing, and creative thinking. To demonstrate how companies can create permanent brands with their creative marketing and advertising ideas. To remind the creative brain, creative thinking, techniques, and rules. Emphasizing new marketing communication techniques while discussing digital transformation. To discuss the new dimensions of mass communication and where marketing can evolve in the 21st century. |
| Content | In this course, concepts and practices in the fields of marketing, creativity, advertising, and digital communication will be handled through successful/unsuccessful examples. |
| Course Learning Outcomes |
At the end of this course, the students: - will understand the relationship between advertising and marketing historically. - will become aware of the developments in the world and in Turkey. - will understand how creative thinking is effective in marketing and advertising. - will gain the necessary clues to grasp and keep pace with the changing and digitalizing marketing universe. The familiarity with the concepts increases for those who will choose the marketing communication/advertising professions in the future. |
| Teaching and Learning Methods |
Power point presentations Advertising campaign and visual analysis Artwork reviews |
| References |
David Ogilvy , Confession of an Advertising Man (2nd Ed.) , 2011 , Southbank publishing. Jim Aitchison , Basın İlanı Böyle Yapılır , Okuyan Us yayınları, 2006. Robert Heath, Bilinçaltımdaki Reklamlar , Mediacat kitapları , 2013. Thierry Maillet , Le marketing et son Histoire , Pocket, 2011. Jean Marie Dru , La publicité Autrement, Gallimard, 2007. Dominique Cardon , A Quoi Rêvent les Algorithmes, Seuil, 2015. John Hegarty , Hegarty on Advertising ,Thames & Hudson, 2017. |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | Marketing and advertising: Brands, theory, history |
| 2 | How can we write creative brief? Recognize and understand consumer and consumer insight |
| 3 | Creative thinking. Techniques and rules |
| 4 | Creativity in advertising |
| 5 | Creative dreams and market reality |
| 6 | What will a creative director talk about? |
| 7 | Digital world and new channels |
| 8 | Digital communication and new parameters |
| 9 | Consumer attention and interactivity |
| 10 | Ethic, control, self-control |
| 11 | Can a brand be created by advertising? |
| 12 | Successful examples of advertising campaigns and creativity |
| 13 | Measuring effectiveness of advertising |
| 14 | Oral presentation’s techniques |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Toplam | 2 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 40 |
| Project | 0 | 0 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 1 | 60 |
| Other | 0 | 0 |
| Toplam | 2 | 100 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 2 | 28 |
| Working Hours out of Class | 14 | 2 | 28 |
| Midterm Examinations (including preparation) | 1 | 8 | 8 |
| Final Examinations (including preparation) | 1 | 8 | 8 |
| Total Workload | 72 | ||
| Total Workload / 25 | 2,88 | ||
| Credits ECTS | 3 | ||