Communication

Creativity in Publicity(COM316)

Content
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) Barış KARA bkaragsu@gmail.com (Email) Ali Can TURALI (Email)
Assistant
Objective Explaining the relationship between marketing and marketing
communication
Explaining creativity concept in marketing
Studying examples in order to understand how does creative ideas and
creative firms makes out permanent brands
Emphasizing constructive mind, creative idea, creative techniques and
rules
Explaining new marketing communications techniques while referring
digital revolution
Indicating new mass communication’s perspectives
Discussing marketing’s next steps at 21. Century
Content Comprehend advertising and marketing relations within historical
development. global and local (Turkey) developments of
marketing and advertising. creative thinking. the future of digital society and
marketing world, business’ success is depending on creative but at
same tine feasible ideas.
Course Learning Outcomes At the end of this course students will;
Comprehend advertising and marketing relations within historical
development.
Be informed about the global and local (Turkey) developments of
marketing and advertising
Be understand how creative thinking effect marketing communication
Be maintain an opinion about thinking process and purification of
prejudices in order to exploit creative thinking
Comprehend with examples that in the future of digital society and
marketing world, business’ success is depending on creative but at
same tine feasible ideas
Recognize the differences that consist of 21 century individual,
society and marketing concepts
Teaching and Learning Methods _ power point presantations
- campaign analyses
References ‘’Basın ilanı böyle yapılır’’ Jim Aitchison , Okuyan Us yay.2005
‘’How to be more creative’ David D.Edwards, OP book 1979
‘’İconoclast’’ Gregory Berns, Harward Business Press,2008
‘’La marque post-publicitaire’’ Jean François Variot,Ed. Village 2005
‘’La publicite autrement’’ Jean-Marie Dru,Gallimard ,2007
Print the course contents
Weekly Contents
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
Assessment System
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
Relation of Proficiency
No Program Learning Outcomes Contribution
1 2 3 4 5
1 Will have effective written and oral communication skills in Turkish X
2 Will have a thorough knowledge of at least two foreign languages X
3 Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects X
4 Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices X
5 Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace X
6 Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group X
7 Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter X
8 Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes X
9 Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach X
10 They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields X
11 They learn sociological, cultural and aesthetic approaches in electronic, digital media and film
12 They learn the political economy of cultural industries, labour and production relations, analysis of marketing and consumption patterns.
13 They learn at a first level how to use the equipment necessary for the production of audio-visual content for TV, radio and digital media and of films in different genres
14 They gain experience in conducting creative activities in electronic, digital media and film; in producing and working in groups X
15 They acquire theoretical information in the fields of public relations, advertising, integrated marketing communication and organizational communication X
16 They are familiar with the research, planning, implementation and evaluation processes in public relations and advertising; they can create campaigns, present them effectively and write reports X
17 They have knowledge of organisational communication, crisis and risk communication, reputation management, media relations, media planning, digital media management, brand management and interpersonal communication. They are able to carry out activities in these areas X
18 They use public relations and advertising strategies and tactics appropriate to the specificities of conventional and new media X
19 They are aware of legal regulations, ethical codes in public relations and advertising, and they remain faithful to them X
20 They are familiar with the different theoretical approaches regarding the social place, role and functions of journalism as a social institution and phenomenon; they are familiar with the process of producing information for conventional and digital media
21 They are familiar with the structural and technical specificities, management characteristics of conventional/mainstream media, as well as alternative media structures
22 They are familiar with the new conceptual and theoretical discussions emerging from interactive/digital media in terms of social sciences and humanities
23 They are familiar with the historical development of journalism in Turkey and in the world; they can analyse it in the context of social and political history
24 They have the ability to effectively use information technology, printing and publishing techniques; to write a press article using data collected on the web and on social media, to visualize this data and to publish it
ECTS
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
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