iletisimfakultesi.yeditepe.edu.tr · 2 YEDITEPE UNIVERSITY FACULTY OF COMMUNICATIONS– ADVERTISING DESIGN AND COMMUNICATION PROGRAMME INFORMATION PACKAGE (2017) The department of

1

2017

YEDİTEPE UNIVERSITY

FACULTY OF COMMUNICATIONS

BOLOGNA

UNDERGRADUATE

ADVERTISING DESIGN AND COMMUNICATION

PROGRAMME INFORMATION

PACKAGE

2

YEDITEPE UNIVERSITY

FACULTY OF COMMUNICATIONS–

ADVERTISING DESIGN AND COMMUNICATION

PROGRAMME INFORMATION PACKAGE (2017)

The department of Advertising Design and Communication aims to

educate researchers, creative specialists, and managers in the advertising

field. It leads students to gain knowledge and critical thinking skills to

succeed in the industry.

GOALS & OBJECTIVES

PROGRAM LEARNING OUTCOMES

PLO 1 Achieves the knowledge of active research and methods in social sciences and the analytical

thinking ability.

PLO 2 Defines different types of advertisement.

PLO 3 Takes part in interdisciplinary practices.

PLO 4 Achieves the ability to apply his/her communication, advertisement and marketing knowledge.

PLO 5 Becomes aware of linguistic elements in advertisements.

PLO 6 Examines different media products in various media.

PLO 7 Becomes aware of the importance of communication, marketing and advertising theories in terms of application.

PLO 8 Is well informed about all marketing communications elements (advertisement, public relations, direct sale, etc.) and e-communication.

PLO 9 Applies his/her knowledge in the social sciences field into the advertising practice.

PLO 10 Designs proper advertisements in various media.

PLO 1 1 Is aware of the importance of new media in advertisement design and communication.

PLO 12 Uses his/her creativity in the advertising field consciously.

PLO 13 Is aware of consumers’ buying behavior processes.

PLO 14 Follows innovations in the advertising design field.

PLO 15 Is aware of ethics in the communications field.

PLO 16 Is aware of works in the social responsibility field.

3

Teaching & Learning Methods

Teaching methods and strategies are chosen with a view to increasing skills such as independent study, life-long

learning, observing, peer teaching, presenting, critical thinking and the effective use of information technologies. Additionally, the teaching style should accommodate the needs of students with a range of skills.

Teaching methods used in the program have been listed below*:

Teaching Methods *

Main Learning Activities Teaching aids

1-Lecture Listening and information processing

Standard classroom technologies, multimedia devices, projector, computer, overhead projector

2-Interactive Lecture

Listening and information, processing, observing/analyzing cases, critical thinking, generating questions


3-Special Support /

Structural Examples Set special skills

4-Role-playing / Drama

Set special skills Standard classroom technologies, special equipment

5-Problem Solving Set special skills

6-Case Study Set special skills

7-Brainstorming Listening and information, processing, observing/analyzing cases, critical thinking,

generating questions, team work

Standard classroom technologies, multimedia devices, projector, computer,

overhead projector

8-Pairwork Listening and information, processing, observing/analyzing cases, critical thinking, generating questions


9-Demonstration Listening and information processing, observing/analyzing cases

Real or virtual setting conducive to observation

10-Simulation Listening and information processing, observing/analyzing cases, IT skills

Real or virtual setting conducive to observation

11-Seminar Research – life-long learning, writing, reading, IT, listening and storing information, management skills

Standard classroom technologies, multimedia devices, projector, computer, overhead projector, special equipment

12-Groupwork

Research – life-long learning, writing, reading, IT, critical

thinking, generating questions, management skills, team work

Online databases, library databases, e-mail,

online chat, web-based discussion forums

13-Fieldwork Observing / analyzing cases, research – life-long learning, writing, reading

14-Laboratory Observing / analyzing cases, IT, management skills, team work

Special equipment

15-Assignment Research – life-long learning, writing, reading, IT

16-Oral Exam Research – life-long learning, analyzing cases, generating questions, interpreting, presenting

17-Survey /

Questionnaire Research – life-long learning, reading, writing

18-Panel Listening and storing information, observing /analyzing cases

Standard classroom technologies, multimedia devices, projector, computer, overhead projector, special equipment

19-Guest Speaker Listening and storing information, observing / analyzing cases

Standard classroom technologies, multimedia devices, projector, computer, overhead projector, special

equipment

20-Student Club Activities / Projects

Observing / analyzing cases, critical thinking, generating questions, team work, research – life-long learning, writing, reading, management skills, set special skills

(*) One or more of these methods may be employed depending on the nature of the course.

4

FIRST SEMESTER

6 Compulsory T P L Y E

SECOND SEMESTER


TKL 201 Turkish Language I 2 0 0 2 2 HUM 103 Humanities 2 0 0 2 3

COMM 101 Introduction to Communication 3 0 0 3 5 TKL 202 Turkish Language II 2 0 0 2 2

COMM 111 Presentation Skills 2 2 0 3 5 COMM 102 Media History 3 0 0 3 5

COMM 171 Introduction to Communication Design

3 0 0 3 5

ADV 102 Advertising and Promotion Management and New Media

3 0 0 3 7

ADV 101 Introduction to Advertising 3 0 0 3 6 ADV 104 Principles of Marketing 3 0 0 3 7

ADV 171 Digital Practices in Advertising 2 2 0 3 7 ECON 291 Economics 3 0 0 3 6

TOTAL 17 30 TOTAL 16 30

THIRD SEMESTER

5 Compulsory + 1 Area Elective T P L Y E

FOURTH SEMESTER

4 Compulsory + 1 Free Elec. + 1

Area Elec.

T P L Y E

HTR 301 History of Turkish Revolution I 2 0 0 2 2 HTR 302 History of Turkish Revolution II 2 0 0 2 2

RSCH 410 Scientific Research Methods 3 0 0 3 4 COMM 202 Media Analyses 3 0 0 3 5

COMM 201 Theories of Communication 3 0 0 3 5 ADV 202 Decision-Making in Market Behavior 3 0 0 3 6

ADV 271 Advertising Design Graphics and Production

2 2 0 3 6

ADV 222 Advertising Psychology 3 0 0 3 7

PRP 201 Integrated Marketing

Communications 3 0 0 3 8

Area Elective 3 5

Area Elective

3 5

Free Elective 3 5


FIFTH SEMESTER


SIXTH SEMESTER


COMM 331 Brand Management 3 0 0 3 5 COMM 324 Persuasion and Perception 3 0 0 3 5

COMM 341 Communication Ethics 3 0 0 3 5 ADV 302 Strategic Media Planning 2 2 0 3 5

COMM 361 Strategic Communication Research 2 2 0 3 5 ADV 312 Corporate Communications Practicum 3 0 0 3 5

ADV 321 Semiotics of Advertising 3 0 0 3 7 ADV 332 Positioning Strategy in Advertising 3 0 0 3 6

ADV 381 Contemporary Issues in Advertising

3 0 0 3 7

ADV 352 Advertising Copywriting 2 2 0 3 5

ADV 372 Advanced Design in Advertising

2

2

0

3

5


SEVENTH SEMESTER

3 Compulsory + 1 Free Elec. + 1

Area Elec.

T P L Y E

EIGHTH SEMESTER

4 Compulsory + 1 Area Elec. T P L Y E

COMM 401 Cultural Studies 3 0 0 3 5 COMM 432 Political Campaign Management 2 2 0 3 5

ADV 411 Advertising Photography 2 2 0 3 7 ADV 412 Case Studies in Advertising 2 2 0 3 7

ADV 431 Advertising Campaign Management and Agency Operations

2 2 0 3 7

ADV 472 Production Techniques in Advertising 2 2 0 3 7

Area Elective 3 5 ADV 492 Graduation Project 2 4 0 4 6

Free Elective 3 5 Area Elective 3 5


Minimum Credits to Be Completed 131

T: Theory, P: Partice, L: Laboratory, Y: Yeditepe Credit, E: ECTS Total ECTS 240

Number of Courses 45

DEPARTMENT OF ADVERTISING DESIGN AND COMMUNICATION (2017)

5

Courses and Program Learning Outcomes

Relations

Courses PLO

1

PLO

2

PLO

3

PLO

4

PLO

5

PLO

6

PLO

7

PLO

8

PLO

9

PLO

10

PLO

11

PLO

12

PLO

13

PLO

14

PLO

15

PLO

16

Introduction to Advertising 2 5 1 1 4 4 4 5 3 1 1 2 1 1 3 3

Digital Practices in Advertising 2 4 1 5 4 5 2 3 4 5 5 5 1 5 3 2 Advertising and Promotion Management and

New Media 3 3 3 2 1 5 3 5 3 4 4 2 4 3 3 3

Principles of Marketing 3 4 4 2 1 3 4 5 2 1 3 2 4 2 3 3

Advertising Design Graphics and Production 2 3 4 5 4 5 3 3 4 5 5 5 1 5 3 2

Decision-Making in Market Behavior 5 1 4 3 1 1 4 3 2 1 2 2 5 2 4 5

Advertising Psychology 5 2 4 2 3 3 4 4 2 1 1 2 5 1 3 3

Semiotics of Advertising 4 3 5 2 5 4 4 1 3 4 3 5 3 4 3 2

Contemporary Issues in Advertising 3 2 3 2 3 4 1 4 2 1 3 1 2 1 5 4

Strategic Media Planning 5 3 4 4 1 5 2 5 3 4 4 4 4 2 2 1

Corporate Communications Practicum 4 3 4 5 3 5 3 5 5 5 4 4 3 3 4 5

Positioning Strategy in Advertising 4 4 4 5 4 4 3 5 5 4 4 5 4 4 4 4

Advertising Copywriting 1 4 3 4 5 5 3 4 5 5 5 5 4 4 5 3

Advertising Photography 2 3 3 5 5 4 2 3 5 5 5 5 3 5 3 2

Advanced Design in Advertising 1 5 3 4 4 3 1 3 5 5 4 5 1 4 3 1 Advertising Campaign Management and Agency Operations 3 5 3 5 2 4 2 5 5 5 4 4 4 4 2 4

Case Studies in Advertising 2 4 2 5 2 5 2 3 3 2 3 1 4 1 3 4

Production Techniques in Advertising 1 5 3 4 4 4 1 2 5 5 4 5 1 4 3 1

Graduation Project 5 2 5 5 3 3 3 2 1 1 3 3 2 1 3 3

6

Course Categories ECTS

Support Courses

Introduction to Communication 5

Presentation Skills 5

Introduction to Communication Design 5

Media History 5

Economics 6

Scientific Research Methods 4

Theories of Communication 5

Media Analyses 5

Communication Ethics 5

Persuasion and Perception 5

Cultural Studies 5

Political Campaign Management 5

Total 60

Vocational Courses

Principles of Marketing 7

Integrated Marketing Communications 8

Decision-Making in Market Behavior 6

Strategic Communication Research 5

Corporate Communications Practicum 5

Graduation Project 6

Field Elective 5

Field Elective 5

Field Elective 5

Field Elective 5

Free Elective 5

Free Elective 5

Total 67

Field Courses

Introduction to Advertising 6

Digital Practices in Advertising 7

Advertising and Promotion Management and New Media 7

Advertising Design Graphics and Production 6

Advertising Photography 7

Semiotics of Advertising 7

Contemporary Issues in Advertising 7

Brand Management 5

Strategic Media Planning 5

Positioning Strategy in Advertising 6

Advertising Copywriting 5

Advanced Design in Advertising 5

Advertising Photography 7

Advertising Campaign Management and Agency Operations 8

Case Studies in Advertising 7

Production Techniques in Advertising 7

Total 102

University Courses

Turkish Language I 2

Turkish Language II 2

Humanities 3

History of Turkish Revolution I 2

History of Turkish Revolution II 2

11

Total

Total ECTS Credits 240

7

COURSE INFORMATON

Course Title Code Semester T+P+L Hour Credits ECTS

INTRODUCTION TO COMMUNICATION COMM 101 1 3+0+0 3 5

Prerequisites -

Language of

Instruction English

Course Level Bachelor's Degree

Course Type Compulsory

Course Coordinator

Instructors

Prof. Dr. Recep Mahmut Oktay, PhD; Assoc. Prof. Dr. Meltem Kanoğlu,

PhD; Assoc. Prof. Dr. Neda Üçer, PhD; Asst. Prof. Dr. Ahu Alpaslan, PhD; Asst. Prof. Dr. Gülşah Aydın,

PhD

Assistants

Goals

This course is designed to create an awareness of the basic principles of and skills for human

communication. It provides an introductory survey of concepts and issues central to interpersonal, small

group, organizational, public and mass communication. It aims to enable students understand and practice

essential communication principles that apply across context, and to familiarize them with the theory and

vocabulary of everyday communication.

Content The course covers the following topics: definition of communication, elements of communication process,

basic communication models, and contexts of human communication.

Learning Outcomes Program Learning

Outcomes Teaching Methods Assessment Methods

1) Students can define the meaning of communication 2,3,7,8 1,2,8 A,C

2 ) Students can compare and analyze the basic communication models 1,3,12 1,2,6,8 A,C

3) Students can comprehend the importance of

communication 1,5,7,12,16

1,2,6,8 A,C

4) Students can identify the contexts of human

communication 2,3,8,11,15

1,2,6 A,C

5) Students can compare the contexts of human communication 3,4,8,9,10

1,2,6,8 A,C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 6: Case Study, 8: Pairwork

Assessment

Methods: A: Testing, C: Homework

8

COURSE CONTENT

Week Topics Study Materials

1 Introduction: The aims and description of the course & class assignments, expectations, and the

definition of communication.

2 The process of human communication: concepts & basic communication models

3 The contexts of communication: intrapersonal communication & the self concept

4 Interpersonal communication: verbal Communication & listening

5 Practice 1 (Small groups): Active listening & verbal communication

6 Nonverbal communication & intercultural communication

7 Practice 2 (small groups): Nonverbal communication

8 Midterm

9 Small group communication

10 Organizational communication, brainstorming, motivation, and empathy

11 Practice 3 (small groups): Empathy

12 Public communication & mass communication

13 Practice 4 (Small groups): Public communication

14 Discussion session

15 Overview

16 Final

RECOMMENDED SOURCES

Textbook

Tubbs, S. L. & Moss, S. (2010). Human Communication: Principles and Contexts. New York: Mc-Graw Hill.

Additional Resources

MATERIAL SHARING

Documents

Assignments Participation in four small-group in-class activities

Exams Quiz, midterm, midterm and final

ASSESSMENT

IN-TERM STUDIES NUMBER PERCENTAGE

Mid-term 1 20

Quiz 1 10

Small group practice 4 20

Attendance 1 10

Total 60

Contribution of Final Examination to Overall Grade 60

Contribution of In-Term Studies to Overall Grade 40

Total 100

COURSE CATEGORY Support Courses

9

COURSE'S CONTRIBUTION TO PROGRAM

No Programme Outcomes Contribution

1 2 3 4 5

1 Achieves the knowledge of active research and methods in social sciences and the analytical

thinking ability. X

2 Defines different types of advertisement. X

3 Takes part in interdisciplinary practices.

X

4 Achieves the ability to apply his/her communication, advertisement and marketing knowledge. X

5 Becomes aware of linguistic elements in advertisements. X

6 Examines different media products in various media. X

7 Becomes aware of the importance of communication, marketing and advertising theories in terms of application.

X

8 Is well informed about all marketing communications elements (advertisement, public relations, direct sale, etc.) and e-communication.

X

9 Applies his/her knowledge in the social sciences field into the advertising practice. X

10 Designs proper advertisements in various media. X

11 Is aware of the importance of new media in advertisement design and communication. X

12 Uses his/her creativity in the advertising field consciously. X

13 Is aware of consumers’ buying behavior processes. X

14 Follows innovations in the advertising design field. X

15 Is aware of ethics in the communications field. X

16 Is aware of works in the social responsibility field. X

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities Quantity Duration

(Hour)

Total

Workload

(Hour)

Course Duration (Including the

exam week: 16x Total course

hours)

16 3 48

Hours for off-the-classroom study

(Pre-study, practice) 16 4 64

Mid-term 1 2 2

Quiz 1 1 1

Assignment (small group practices) 4 1 4

Final examination 1 3 3

Total Work Load 122

Total Work Load / 25 (h) 4,88

ECTS Credit of the Course 5

10

COURSE INFORMATON


PRESENTATION SKİLLS COMM 111 1 2+2+0 3 5

Prerequisites -

Language of Instruction English



Course Coordinator

Instructors Assist. Prof. Gülşah Aydın, PhD. ,Assist. Prof. Gözde Dalan Polat, PhD. Senior Lecturer İlknur Kalay, PhD.; Lecturer Ceylan Yener

Assistants

Goals

This course prepares students for a variety of academic and other situations in which formal presentations and public speech are required. Topics will include conversation on phone, public speech, verbal and nonverbal messages, and techniques of formal presentation. This course will focus on how to research, outline, and deliver a dynamic presentations as well as public speeches.

Content

The course includes theoretical foundations of preparing a presentation and using Powerpoint to develop a comprehensive presentation with visual support such as charts, graphics, tables, audio and video formats.

Learning Outcomes Program Outcomes Teaching

Methods Assessment Methods

1) Becomes aware of public speech and presentation habits and characteristics.

5,9,12,15 1,2,16 A,C

2) Improves posture, voice, and other speaking mechanics during a formal presentation.

5,9,12,15 1,2,16

A,C

3) Develops presentation techniques with visual support such as charts, graphics, tables, audio and video formats.

2,3,11,14 1,2,16 A,C

4) Becomes completely proficient in Powerpoint 2,3,4,11,14 1,2,16

A,C

5) Gains the ability of presenting in various formats 2,3,5,6,7,11,14 1,2,16

A,C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 16: Oral Exam

Assessment Methods: A: Testing, C: Homework

COURSE CONTENT


1 Introduction

2 How Do We Communicate?

3 Voice and Speech Patterns

4 Nonverbal Communication

11

RECOMMENDED SOURCES

Textbook Peery, A. (2005). Creating effcetive presentations. New York: Berkley Publishing


MATERIAL SHARING

Documents

Assignments

Exams

ASSESSMENT


Mid-terms 1 20

Assignment 1 20

Final Presentation 1 60

Contrıbutıon of Fınal Examınatıon to Overall Grade 100

Total 60

Contrıbutıon Of In-Term Studıes to Overall Grade 40

Total 100



No Programme Outcomes Contribution

1 2 3 4 5

1 Achieves the knowledge of active research and methods in social sciences and the analytical thinking ability.

X



X





X

5 Using Powepoint and visual support such as charts, graphics, tables, audio and video formats

6 Oral Presentation Advises and main parts of presentation: Introductıon, outline, roadmap and conclusion

7 Oral Presentation Advises and main parts of presentation: Introductıon, outline, roadmap and conclusion

8 Midterm

9 Preparing presentations (formal and other)



12 Student presentations





12

8 Is well informed about all marketing communications elements (advertisement, public relations, direct sale, etc.) and e-communication.

X





13 Is aware of consumers’ buying behavior processes. X






(Hour)

Total

Workload

(Hour)

Course Duration (Including the exam week: 16x Total

course hours) 16 4 64

Hours for off-the-classroom study (Pre-study, practice) 20 2 40

Mid-term 1 10 10

Quiz 1 15 15

Assignment (small group practices) 129

Final examination 5,16

Total Work Load 5

13

COURSE INFORMATON


INTRODUCTION TO COMMUNICATION DESIGN

COMM 171 1 3+0+0 3 5

Prerequisites -




Course Coordinator

Instructors Lecturer Gül Bakan, Lecturer Sevil Çörekçi, Lecturer Ceylan Yener

Assistants

Goals

An elementary introduction to the principles of visual design and communication. Concepts of form, pattern, color, composition and function. Basic problem solving strategies in two-dimensional design. Development of visual awareness and visual literacy. Theories of perception, Gestalt and design dynamics.

Content The students are expected to have knowledge about the visual communication designer’s visual communication needs, means structures and their point of views and about their work structure.


Outcomes

Teaching

Methods Assessment

Methods

1) It associates the communication area and the data and ideas of visual communication

3,4,12 1,2,8 A,C

2) It studies symbols, signs and indicators, it also modifies the concept of Visual Communication

2,3,10,12 1,2,8 A,C

3) It majors on Visual Communication and Graphic Design, it questions the space / area informations

3,4,8,10,11 1,2,8 A,C

4) They get the chance to think about communicating with signs and icons and it combines the informations of communication and the courses informationwith different diciplines

3,4,8,10,11 1,2,8 A,C

5) This course is evaluated by setting out the Visual Communication designer’s needs 1,3,6,8,10,12,14 1,2,8 A,C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 8:Pairwork

Assessment Methods A: Testing, C: Homework

COURSE CONTENT

14


1 Introduction / Information about course content and course materials

2 Basic elements of design: General information about line, shape,

texture, color, space, and tonal value

3 Line in basic design education: Line in nature, abstract lines, line as symbol / Class presentation

4 Shape in basic design education / Class presentation

5 Texture in basic design education / Class presentation

6 Tonal value in basic design education / Class presentation

7

Color in basic design education: Analyzing with examples, differences

between Vector and Bitmap based images, use of RGB and CMYK colors / Class presentation

8 Midterm

9 Visual Guides I: two-dimensional formatting, concepts of balance, Visual Weight, Visual Balance, Symmetry, Asymmetry, Approximate Symmetry, Radial Balance and wholeness

10 Visual Guides I: Rhythm and repetition, emphasis and focal point, movement / Class presentation

11 Rhythm / Rhythm and repetition, Emphasis and Focal Point / Dominance / Movement / Class presentation

12 Ratio, Golden Ratio / Class presentation

13 Comprehension and interpretation in visual communication – 1: Perceptual criteria in visual communication, connotation relation / Class presentation

14 Comprehension and interpretation in visual communication – 2: Visual perception and Gestalt / Class presentation

RECOMMENDED SOURCES

Textbook

H.Yakup Öztuna, Görsel İletişimde Temel Tasarım, Yorum Sanat veYayıncılık, 2007. Yardımcı Kitap: Tevfik Fikret Uçar, Görsel İletisim ve Grafik Tasarım, İnkılap Kitapevi, 2004.

Additional

Resources

Fortuna, David, The Secret Language of Symbols, Chronicle yayınarı, san Fransisco, 1994 Frutiger, Andrian, Signs and Symbols Their Desing and Meaning, Watson and Guptill yayınları, isviçre, 1997 Kılıç Levent, Görüntü Estetiği, İnkilap Yayınları, İistanbul, 2000 Meggs, Philip B., A History of Graphic Desing, John Wiley&Sons yayınev,, Amerika, 1999 Meggs, Philip B., Type&İmage, Van Nostrand Reinhold Yayınevi, New York, 1989 White, Alex, The Elements of Graphic Design, Allwort Yayınevi, New York, 2002 Barnard, Malcolm (2002). Sanat, Tasarım ve Görsel Kültür. Ankara: Ütopya Yayınevi.

Berger, Arthur A. (1989). Seeing is Believing: An Introduction to Visual Communication. Mountain View: Mayfield Publishing Company. Berger, John (1990). Görme Biçimleri. Çeviren: Yurdanur Salman, İstanbul: Metis Yayınları. Currie, Gregory (1995). Image And Mind. Cambridge: Cambridge University Press. Gombrich, E. H. (1976). Sanatın Öyküsü. 12. Baskı, Çeviren: Bedrettin Cömert, İstanbul: Remzi Kitabevi. Lester, Paul Martin (2000). Visual Communication: Images With Messages. 2nd ed., Wadsworth. Mitchell, W. J. Thomas (1986). Iconology: Image, Text, Ideology. Chicago and London: The University of Chicago Press.

Rose, Gillian (2001). Visual Methodologies. London: Sage Publication.Worth, Sol (1981). Studying Visual Communication. Philadelphia: University of Pennsylvania Press.

MATERIAL SHARING

15

Documents

Homework

Exams

ASSESSMENT


Exam 1 20

Presentation 1 20

Homework 1 60

Total 100

Contrıbutıon Of Fınal Examınatıon to Overall Grade 60

Contrıbutıon Of In-Term Studıes to Overall Grade 40

Total 100



No Program Learning Outcomes Contribution

1 2 3 4 5


X

2 Defines different types of advertisement.

X

3 Takes part in interdisciplinary practices. X

4 Achieves the ability to apply his/her communication, advertisement and marketing knowledge.

X

5 Becomes aware of linguistic elements in advertisements.

X

6 Examines different media products in various media.

X


X

8 Is well-informed about all marketing communications elements (advertisement, public relations, direct sale, etc.) and e-communication.

X

9 Applies his/her knowledge in the social sciences field into the advertising practice.

X

10 Designs proper advertisements in various media.

X

11 Is aware of the importance of new media in advertisement design and communication.

X

12 Uses his/her creativity in the advertising field consciously.

X

13 Is aware of consumers’ buying behaviour processes. X

16

14 Follows innovations in the advertising design field.

X

15 Is aware of ethics in the communications field.

X

16 Is aware of works in the social responsibility field.

X


Activities Quantity Duration (Hour)

Total Workload

(Hour)

Course Duration (Including the exam week: 16x Total course hours) 16 3 48


Mid-terms 1 3 3

Study for Exam 1 15 15

Homework 2 14 28


Study for Exam 1 20 20

Total Work Load 131



17

COURSE INFORMATON

Course Title Code Semester T+P Hour Credits ECTS

INTRODUCTION TO ADVERTISING ADV 101 1 3+0 3 6

Prerequisites -


Course Level Bachelor's Degree (First Cycle Programmes)


Course Coordinator

Instructors Prof. Dr. Recep Mahmut Oktay, PhD.

Assistants

Goals The aim of this course is to introduce the basic terms of the advertising process and profession, explain how this process works, and how an advertising campaign project is planned and executed.

Content

The definition of advertising, its comparision with other promotional techniques, definition of duties in the profession, professional groups contributing the advertising process, the place of advertising in market communications, the preparation of an ad campaign project with all its steps.

Learning Outcomes Course’s

Contribution

to Program

Teaching

Methods Assessment

Methods

1) Explains advertising and marketing communications. 1,2,4,6,7,8 1,2 A

2) Defines the characteristics of the advertising process and profession. 2,7,8 1, 2, 15,16,19 A

3) Teaches the planning and execution of ad campaigns with case study examinations.

8, 9, 10 1, 2, 6,15,16,19 A,C

4) Guides the students in preparing original work on the subject. 9, 10, 11 2, 6,15,16 A, C

5) Encourages students in presenting their own campaign projects in the class environment.

12

2, 6,16,19

A, C

6)Invites Professional guests tos hare their experiences with the class. 3,4,11,14 2,16,19 A, C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 6: Case Study, 15: Assignment, 16: Oral Exam, 19: Guest Speaker


COURSE CONTENT


1 Introduction: The concepts of advertising, definition of professional carreers, kinds of advertising

18

2 The place of advertising in marketing and marketing communications.

3 Research techniques in advertising, market research, SWOT analysis.

4 The Planning process in advertising.

5 Segmentation and target group selection, media selection, communication strategies, budgeting etc.

6 Examining case studies.

7 Midterm Exam

8 Implementation of advertising campaigns: Defining how to prepare ad campaign projects, by the help of case studies I

9 Implementation of advertising campaigns: Defining how to prepare ad campaign projects, by the help of case studies II

10 Implementation of advertising campaigns: Defining how to prepare ad campaign projects, by the help of case studies III

11 Implementation of advertising campaigns: Defining how to prepare ad campaign projects, by the help of case studies IV

12 Implementation of advertising campaigns: Defining how to prepare ad campaign projects, by the

help of case studies V

13 Project Preparation

14 Project Preparation

15

Presentation

16 Presentation

RECOMMENDED SOURCES

Textbook Wells, Moriarty, and Burnett, Advertising:Principles and Practice, Prentice Hall, USA, 2011

Additional Resources Projects and Cases.

MATERIAL SHARING

Documents Slides, video, printed materials

Assignments Campaign projects

Exams Midterm (theoretical), Final (Project and examination)

ASSESSMENT


Mid-terms 1 40

Presentation 2 20

Assignment 1 40

19

Total 100

CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE 60

CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE 40

Total 100

COURSE CATEGORY Field Courses



1 2 3 4 5


X


X




X


X


X


X


X


X



X




X


X



Total Workload

(Hour)

Course Duration (Including the exam week: 16x Total course hours)

16 3 48


Mid-terms 1 3 3

20

Homework 3 5 15


Total Work Load 149



21

COURSE INFORMATION

Course Title Code Term T+P Hour Credit ECTS

DIGITAL PRACTICES IN ADVERTISING ADV 171 1 2+2 3 7

Prerequisites -

Language of

Instruction English



Course Coordinator

Instructors Lecturer Sevil Çörekçi, Lecturer İnci Balaban

Assistants

Goals

The aim of this course is to teach the students basic design rules, to apply the design methods and rules in the digital environment and to create the technical basis of the advertising materials they will produce in the next period.

Content Adobe Photoshop and Adobe Illustrator programs used in the production of visual advertising materials will be taught in accordance with basic design rules.


Outcomes Teaching

Methods Measurement

Methods

1) Learn basic design principles. 3,4,12 1,2,6,16 A, C

2) Learn production of visual materials in line with design principles, and using layout techniques.

2,3,10,12 1,2,6 A, C

3) Learn to use Adobe Photoshop, a visual design program. 3,4,8,10,11 1,6

A, C

4) Learn to use Adobe Illustrator, which is a graphic design program. 3,4,8,10,11 1,6

A, C

5) Performs first visual design projects using these programs. 1,3,6,8,10,12,14 1,6,16

A, C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 6: Case Study, 16: Oral Exam


COURSE CONTENT


1 Introduction Presentation

2 Introduction to principles and elements of basic design

Presentation

3 Adobe Photoshop: Finding out the menu bar, Basic Design Elements; 1,2,3 Introduction to student task; Designing poster series 1

Presentation

4 Adobe Photoshop: Finding out the menu bar, Basic Design Elements 4,5,6 carrying on with the

student tasks; Designing poster series 2

Presentation, The

Project Evaluation

22

5 Adobe Photoshop: Usage of toolbar, Basic Design Elements 7,8,9 Carrying on with the student tasks; Designing poster series 3

Presentation, The Project Evaluation

6 Adobe Photoshop: Layer usage, Basic Design Elements 10,11,12 Carrying on with the student tasks; Designing poster series 4


7 First Exam; Presentation of works and posters, which are made during the classes. Presentation,

8 Adobe Illustrator: Finding out the menu bar, Basic design elements 13, 14, 15 Introduction to student task: Layout design group 1


9 Adobe Illustrator: Creating a page layout, Basic design elements 16,17,18 Carrying on with the student tasks: Layout design group 2


10 Adobe Illustrator: Developing a form, Basic design elements 19, 20 ,21 Carrying on with the student tasks Layout design group 3


11 Adobe Illustrator: Combining graphic and visual elements , Basic design elements 22, 23, 24

Carrying on with the student tasks: Layout design group 4

Presentation, The

Project Evaluation

12 Adobe Illustrator: Studying filters, Carrying on with the student tasks, Layout design group 5 Presentation, The

Project Evaluation

13 Adobe Illustrator: Preparing the design for print and making it compatible for web, Carrying on with the student tasks Layout design group 7


14 Handing in the projects, and discussing on them in the direction of basic design principles Presentation,

RECOMMENDED SOURCES

Textbook The Universal Principles of Design William Lidwell, Kritina Holden, Jill Butler

Additional

Resources http://www.adobe.com./

MATERIAL SHARING

Documents

Assignments

Exams

ASSESSMENT


Mid-terms 1 20

Presentation 2 40

Assignment 1 40

Total 100



Total 100


23



1 2 3 4 5

1 Achieves the knowledge of active research and methods in social sciences and the analytical thinking ability. X






7 Becomes aware of the importance of communication, marketing and advertising theories in terms of

application. X


X










Activities Quantity Duration(Hour) Total Workload (Hour)



Mid-terms Projects

1

3

3

Homework 3 5 15


Total Work Load 181

Total Work Load / 25 (h) 7.24


24

COURSE INFORMATION


MEDIA HISTORY COMM 102 2 3+0 3 5

Prerequisites COMM 101 Introduction to Communication




Course Coordinator

Instructors Assist. Prof. Özlem Akkaya, PhD.; Assist. Prof. Ahu Alpaslan, PhD.; Senior Lecturer İlknur Kalay,

PhD.

Assistants

Goals

This introductory course aims at introducing students to the basics of mass communication. It also

brings students necessary skills for comprehending the connections between media and social, economic and political developments in Turkey and in world.

Content

The course covers the following topics: the general definition of mass communication; the means,

functions, and processes, and effects of mass communication; the development of the press in the world and in Turkey; the history of photography & motion pictures, the history of radio broadcasting; the development of television as in interaction with radio and cinema; the notions of public and private broadcasting; media censorship, legislation and organizations; the history of broadcasting in Turkey; the development of advertising and public relations; and the contemporary internet revolution and its effects in Turkey.

Learning Outcomes

Program

Learning Outcomes

Teaching

Methods Assessment

Methods

1) Understands the basics of mass communication and mass media. 2,3,7,8 1,2 A

2) Develops knowledge about the history of media in Turkey and in the world. 1,3,12

1,2 A, C

3) Identifies and evaluates the social, political, and cultural effects of media. 1,5,7,12,16

1,2 A, C

4) Develops knowledge about national and international legislation and institutions in media

2,3,8,11,15

1,2 A

5) Evaluates critcally the interaction between media and the economic and political structure of the state.

3,4,8,9,10

1,2 A, C

Teaching Methods: 1: Lecture, 2: Interactive Lecture


COURSE CONTENT


25

1 Introduction

2 Mass communication: An overview

3 Functions, means, processes, and effects of mass communication

4 Book, newspaper, and magazine in the world & the press in the Ottoman Empire

5 Photography and motion pictures

6 The development of radio broadcasting

7 Television, its interaction with radio and cinema & the development of TV broadcasting genres

8 Midterm

9 Conventional news values, public and private broadcasting, functional approaches to broadcasting

10 Censorship in broadcasting & international media legislation and organizations

11 The history of broadcasting in Turkey

12 The contemporary broadcasting world in Turkey

13 The development of advertising and public relations in the world

14 The internet revolution and its effects in the world

15 The internet revolution and its effects in Turkey

16 General review

RECOMMENDED SOURCES

Textbook

Agee, Warre K. & Ault, Philip H. & Emery, Edwin (1997). Introduction To Mass Media. Longman, New York.

Defleur, Melvin L. ve Dennis, Everette E. (2002). Understanding Mass Communication. 7. Edition. Boston: Houghton Mifflin Company.

Kovarik, B. (2011). Revolutions in Communication: Media History from Gutenberg to the Digital Age. New York: Continuum.


Alemdar, Korkmaz (2001). İletişim ve Tarih. 2. Baskı, Ankara: Ümit Yayincilik. Briggs, A. & Burke, P. (2014). A Social History of the Media: From Gutenberg to the Internet. New

York: McGraw Hill. Cankaya, Özden (2003). Bir Kitle İletişim Kurumunun Tarihi: TRT 1927-2000. İstanbul: Yapı Kredi

Yayınları.

İnuğur, Nuri (1992). Türk Basın Tarihi. İstanbul: Gazeteciler Cemiyeti Yayınları. Kejanlıoğlu, Beybin (2004). Türkiye'de Medyanın Dönüşümü. Ankara: İmge Kitabevi Yayınları. Akdenizli, B. (2015). Digital Transformations in Turkey: Current Perspectives in Communication

Studies. Washington: Rowman & Littlefield.

MATERIAL SHARING

Documents

Assignments Considering the topics covered, each student is assigned to write a general report concerning the development and the contemporary operation of a mass media vehicle from Turkey.

Exams Midterm and final

ASSESSMENT


Assignment 1 20

Midterm 1 30

26

Attendance & Participation 10

Total 60

Contribution Of Final Examination To Overall Grade 60

Contribution Of In-Term Studies To Overall Grade 40

Total 100




1 2 3 4 5


X



X


X


X


X


X


X


X


X


X


X

13 Is aware of consumers’ buying behaviour processes.

X


X


X


X



(Hour)

Total

Workload

(Hour)

Course Duration (Including the exam week: 16 x Total course hours) 16 3 48

27


Homework 1 10 10

Mid-term 1 15 15


Total Work Load 131



28

COURSE INFORMATON


PROMOTION MANAGEMENT AND NEW MEDIA ADV102 2 3+0 3 7

Prerequisites ADV 101 Introduction to Advertising


Course Level Undergraduate


Course Coordinator

Instructors Lecturer İrem Ayşegül İnsel

Assistants

Goals

The aim of ADV 102 course is to introduce planning promotions with all other Integrated Marketing Communication tools through using the most appropriate traditional and new media for sustaining brand growth.

Content

The role of IMC and advertising as its center in building brands, sustaining the existing brand franchise through new media as well as traditional media, components of IMC, their message processing, creative executions and exploitation of the power of new media are covered by ADV

102.


Outcomes Teaching

Methods

Assessment

Methods

1) Strenghtenes understanding of fundamentals of advertising. 1,2,3,6,7,8,9,11,13 1,2,16

A, C

2) Evaluates the marketing potential of digital media. 6,10,11,13,14,15,16 1,2,11 A, C

3) Asseses the traits of the new consumers of digital age. 1,2,3,6,7,8,9,11,13,14 1,2,11 A, C

4)Develops the skill of strategic planning of IMC. 6,10,11,13,14,15,16 1,2,16 A, C

5) Expresses the current best practices of advertising and promotions. 6,10,11,13,14,15,16 1,2,11 A, C

Teaching Methods: 1: Lecture 2: Discussion, case studies 11: Seminar 16: Oral Exam

Assessment Methods: A: Testing C: Homework

COURSE CONTENT


1 What is Integrated Marketing Communication

2 Importance and effects of IMC

3 Reviewing advertsing and concepts of traditional promotion

4 Reviewing advertsing and concepts of traditional promotion

29

5 Traditional advertising, brands and companies

6 Digital advertising, brands and companies

7 Concept of consumer

8 Midterm

9 Trends and new culture of the digital consumer

10 Social media and IMC

11 The impact of digital storytelling, storytelling through key content development

12 The impact of digital storytelling, storytelling through key content development

13 Presentations

14 Presentations

RECOMMENDED SOURCES

Textbook Moriarty, Mitchell and Wells., Advertising Principles and Practice.,Pearson Books, UK.


Kotler, Phillip., Marketing, Pearson Books, UK; Keller, Werner., New Strategic Brand Management., Pearson Books, USA. Website: Brandchannel, AdFreak Magazines: AdWeek, MedyaCat, Advertising Age.

MATERIAL SHARING

Documents Articles from various sources including the resources listed in this syllabus.

Assignments Analysis of IMC plan of an Case study.

Exams Midterm (written) Final (project)

ASSESSMENT


Mid-term 2 60

Assignment 1 30

Class participation

10

Total 100


CONTRIBUTION OF FINAL EXAM TO OVERALL GRADE 40

Total 100

30




1 2 3 4 5


X



X


X



X


application. X


X


X










Total

Workload (Hour)



Midterm 1 3 3

Assignment 3 5 15


Total Work Load

165



31

COURSE INFORMATON


PRINCIPLES OF MARKETING ADV 104 2 3+0 3 7

Prerequisites -




Course Coordinator

Instructors Prof. Dr. Billur Ülger, PhD.

Assistants

Goals

Expanding students’ understanding of the marketing system and basic marketing vocabulary; Developing conceptual and analytical skills; Preparing students to think strategically about marketing in today’s global environment

Content

A basic understanding of the marketing concept, the marketing mix, segmentation, targeting, positioning, customer value, branding, product development, services marketing, consumer behavior, product life cycle, and marketing ethics

Learning Outcomes

Course’s

Contribution to

Program

Teaching Methods Assessment

Methods

1) Develops the understanding of basic marketing activities and ways that marketing relates to other business activities.

2, 3, 4, 7,9

1, 2 A, C

2) Demonstrates an understanding of the processes for analyzing,

segmenting, and targeting customers in both consumer and business markets.

1, 13 1, 2, 6 A, C

3) Develops an understanding of marketing strategy.

6, 7, 8,9, 11 1, 2, 6, 15 A, C

4) Describes different promotional tactics (advertising, personal selling, public relations, direct marketing, and sales promotion).

6, 7, 8, 9, 11 1, 2, 6 A, C

5) Understands the process of product development, brand positioning, and brand management.

4

1, 2, 6, 15 A, C

6) Develops an awareness of social and ethical issues in marketing. 15, 16

1, 2, 6 A, C

Teaching Methods: 1: Lecture, 2: Discussion, 6: Case Study, 15: Assignment


32

COURSE CONTENT


1 Introduction to Marketing: Creating and Capturing Customer Value

2 The Marketing Planning Process; The Marketing Mix (Product, Place, Promotion, and Price)

3 The Product Life Cycle (Introduction, Growth, Maturity, and Decline)

4 Building Competitive Advantage; Market Growth and Evolution; Niche Marketing/Mass Marketing

5 Consumer Behavior: Societal and Psychological Influences on Consumer Buying

6 Consumer Behavior: Societal and Psychological Influences on Consumer Buying continues

7 Midterm Exam

8 Business-to-Business Marketing; Key Differences between B-to-C and B-to-B

9 Segmenting, Targeting, and Positioning

10 Product Strategy and Product Management

11 New Product Development; Developing the Marketing Mix for a New Product

12 Branding; Brand Image, Brand Equity and Ethical Issues in Marketing

13 Services Marketing and Customer Satisfaction

14 Final Discussion on Marketing

RECOMMENDED SOURCES

Textbook Kotler, Philip & Keller, Kevin Lane, Marketing Management, Pearson, New York, 2015.


Chernov, Alexander & Kotler, Philip, Strategic Market Management, Cerebellum Press, New York, 2014. Clow, Kenneth E. & Baack, Donald E., Marketing Management: A Customer-Oriented Approach, Sage, New

York, 2009. Grant, Robert M., Contemporary Strategy Analysis: Text and Cases, Wiley, New York, 2016. Mullins, John & Walker, Orville, Marketing Management: A Strategic Decision-Making Approach, McGraw-Hill, New York, 2012. Young, Antony, Brand Media Strategy: Integrated Communications Planning in the Digital Era, Palgrave Macmillan, New York, 2014.

MATERIAL SHARING

Documents

Assignments

Exams

ASSESSMENT


33

Mid-terms 1 30

Discussion 3 30

Assignment 3 40

Total 100



Total 100

COURSE CATEGORY Vocational Courses



1 2 3 4 5


X


X


X


X



X


X


X


X



X


X


X


X


X


X


34


Total Workload

(Hour)



Mid-terms 1 1 1

Homework 3 15 45


Total Work Load 167



35

COURSE INFORMATON


COMMUNICATION THEORIES COMM 201 3 3+0+0 3 5

Prerequisites COMM 101 Introduction to Communication




Course Coordinator

Instructors

Prof. Billur Ülger, PhD.; Assoc. Prof. Meltem Kanoğlu, PhD.; Asst. Prof. Ahu Erdoğdu, PhD.; Asst.

Prof. Kaan Taşbaşı, PhD.; Asst. Prof. Feryade Tokan Şenol, PhD.; Asst. Prof. Gözde Dalan Polat, PhD.

Assistants

Goals

Upon completion of the course students should be able to: 1) Understand the historical development of media theories and how they link with historically

important social, political and technological events/issues in the field of mass communication. 2) Develop an understanding of the strengths and limitations of basic theories of mass

communication and the ability to apply those theories in research and practice. 3) Comprehend how mass communication theories are accepted throughout society.

4) Discover that mass communication is often at the centre of how we perceive “truth “ and “reality”.

5) Critically evaluate theories as applied to practical mass communication problems.

Content

The emergence of modern society and the changing face of communication in modern society will be examined, among the development modern social sciences and emergence of communication sciences will be the initial point of the course. Different theories and approaches are going to be investigated with a critical perspective, referring to the political/historical/economic/social background.


Outcomes

Teaching

Methods Assessment

Methods

1) The student understands the historical development of media

theories and how they link with historically important social, political and technological events/issues in the field of mass communication.

2,3,7,8 1, 2 A, C

2) The student develops an understanding of the strengths and

limitations of basic theories of mass communication and the ability to apply those theories in research and practice.

1,3,12 1, 2 A, C

3) The student comprehends how mass communication theories are

accepted throughout society. 1,5,7,12,16 1, 2 A, C

4) The student discovers that mass communication is often at the

centre of how we perceive “truth “ and “reality”. 2,3,8,11,15

1, 2

A, C

5) The students critically evaluates theories as applied to practical

mass communication problems. 3,4,8,9 1, 2 A, C

36

Teaching Methods: 1: Lecture, 2: Interactive Lecture,


COURSE CONTENT


1) HISTORICAL DEVELOPMENT OF THEORIES

Origin of mass communication theories

Paradigm shifts in Mass communication theories

2) HISTORICAL DEVELOPMENT OF THEORIES (continues) Models of communication

3) NORMATIVE THEORIES

Authoritarian media theory

Soviet-communist media theory

Libertarian or free press media theory

Social responsibility media theory

Democratic participant media theory

4) a. SOURCE THEORIES

b. MESSAGE THEORIES

Agenda setting

Gatekeeping

Diffusion of Innovations

Propaganda theory

5) MESSAGE THEORIES (continues)

Framing Analysis

Priming

Discourse Analysis

Social Construction

Two step flow of information

6) CHANNEL THEORIES

Gatekeeping

Technological Determinism

Social Shaping of technology

7) AUDIENCE THEORIES

Uses and gratifications

Social categories theory

Cultivation Analysis

Social Learning theory

Reception

Spiral of Silence

Hypodermic needle/Stimulus-Response/Magic Bullet

Diffusion of Innovations

8) MID-TERM EXAM

9) AUDIENCE THEORIES (continues)

Two step flow

Individual Differences

Selectivity Processes

Knowledge Gap

37


Perception

Aggressive Cues

Catharsis


Active theory of Television Viewing

The Third- Person Effect

12) INTERNATIONAL COMMUNICATION THEORIES

World Systems

Dependency

Structural Imperialism

13) INTERNATIONAL COMMUNICATION THEORIES (continues)

Cultural Imperialism

Globalization

Hegemony

14) INTERNATIONAL COMMUNICATION THEORIES (continues)

Public Sphere

Propaganda

15) FINAL DISCUSSION Discussion of selected topics

RECOMMENDED SOURCES

Textbook

* Anaeto, S. G., Onabajo, O., Osifeso, J. B. (2008). Models and Theories of Communication, Bowie, MD: African Renaissance Inc.

* Baran, S. J. And Davis, D.K. (2006), Mass Communication Theory: Foundations, Ferment and Future, 4th ed. Thomson.

* McQuail, D. (2010). Mass communication Theory: An Introduction. Thousand Oaks, Sage


* Yaylagül, Levent (2008). Kitle İletişim Kuramları, Ankara: Dipnot Yayınları.

*Güngör, Nazife (2011). İletişim Kuramlar ve Yaklaşımlar, Ankara: Siyasal Kitabevi

MATERIAL SHARING

Documents -

Assignments Pre-readings for preparation to qualify for class discussions and a homework on the interpretation of “truth” and “reality” in media.

Exams Students will have a midterm and a final exams.

ASSESSMENT


Mid-terms 1 70

Assignment

30

38

Total 100



Total 100




1 2 3 4 5


X


X


X


X


X


X


X


X


X


X


X


X


X


X


X


X



Total

Workload (Hour)


39


Mid-terms 1 10 10

Homework 1 15 15


Total Work Load

131

Total Work Load / 25 (h)

5.24

ECTS Credit of the Course

5

40

COURSE INFORMATON


ADVERTISING DESIGN GRAPHICS AND PRODUCTION

ADV 271 3 2+0 3 6

Prerequisites ADV 171 Digital Practices in Advertising

Language of

Instruction English



Course Coordinator

Instructors Lecturer Sevil Çörekçi; Lecturer İnci Balaban

Assistants

Goals

Understanding of the technical and creative stages of the advertising production process with visual design applications; Practice of ads using local and global examples. Understanding of the culture and language of advertising; Portfolıo preparation; Understanding of the functioning and production of advertising agencies; Gain presentation experience at the end of the semester.

Content

Significant turning points and influences in recent advertising history; Preparation of verbal and visual

studies for the production of a brand's corporate identity and launch campaign; Understanding of how graphic design skills are used in advertising; Production of ideas for creative advertising.

Learning Outcomes Program

Learning

Outcomes

Teaching

Methods Measurement

Methods

1- Gain understanding that advertising is a process of creative idea planning. 2,5,12 1,2,6,16 A,C

2- Gain the practice of developing creative ideas. 3,4,14 1,2,6,16 A,C

3- Learn and experience the methods of using visual design in advertising. 4,6,10 1,2,6,16 A,C

4- Learn how to translate creative strategy into visual and verbal language. 2,4,14 1,2,6,16 A,C

5- Experience and gain understanding of advertising terminology and advertising agency working methods used in the sector.

4,7,8 1,2,6,16 A,C



COURSE CONTENT



2 Advertisement categories. An Overview to advertising history; analysing the examples

Presentation

3 Impressive Ads. The first step of the student projects. presentation

41

4 The new advertising agencies around the world and samples from them. The first step of the student projects.


5 How does the brand name work? What is brief? Student Projects: Research on brand name and brief


6 Graphic design and its principles, what does the graphic designer produce? Student Projects: Research on brand name and brief


7 Colour, composition, typography, corporate identity. Student projects: Research on the Corporate Identity(CI) drafts and on brief


8 What is brand? What is the brand identity? What is concept board? Student projects: Research on CI, Concept Board and the final confirmation


9 Vize exams, Student projects: CI materials, Concept Board, Presentation of the brief and the campaign


10 Cultural aspects that inspires our creative thinking Presentation

11 Design movements of the 20th century. 2nd part of the student projects. Preparation for the launch campaign

Presentation

12

Analysing the advertisement materials and the production process with examples Advertising photography and its usage, Analysing the commercial films, The Process of commercial film production, . Pre-production Meeting (PPM) 2nd part of the student projects, Preparation for the launch campaign


13 Advertising Campaign Types; Launching, image, sales campaign, Work stream in agencies, 2nd part of the student projects, Press Advertising, Outdoor Campaign, Digital Campaign, Commercial Film


14 Final Presentation, Corporate Identity, Press Advertising, Outdoor Campaign, Digital Campaign, Commercial Film


RECOMMENDED SOURCES

Textbook Attea, Tom, Successful Creative Advertising; Armstrong, Helen, Grafik Tasarım Kuramı.

Additional

Resources

http://creativity-online.com/ http://adage.com/ http://www.adweek.com/adfreak

http://theinspirationroom.com/daily/ http://www.commarts.com/

MATERIAL SHARING

Documents https://www.luerzersarchive.com/ http://www.oneclub.org/

Assignments

Exams

ASSESSMENT


Mid-terms 1 50

Presentation 2 20

Assignment 1 30

Total 100

42



Total 100




1 2 3 4 5

1 Achieves the knowledge of active research and methods in social sciences and the analytical thinking ability. X



X





X


X










Activities Quantity Duration(Hour)

Total

Workload (Hour)



Mid-terms

Projects 1 2 2

43

Homework 3 3 9

Final examination 1 12

12

Total Work Load 152



44

COURSE INFORMATON


INTEGRATED MARKETING COMMUNICATIONS PRP 201 3 3+0+0 3 8

Prerequisites -




Course Coordinator

Instructors Assoc. Prof. Pelin Hürmeriç, PhD.

Assistants

Goals

The aim of this course is to examine the scope and role of the marketing function with special emphasis on:

a) The integration of marketing mix elements; namely, product, price, distribution channels

and promotion b) The integration of promotional mix elements; namely, public relations, advertising,

personal selling, and sales promotions

Content

The course addresses the basic principles of marketing and promotion used to increase awareness of and change in attitudes and consumer behavior about products, services, and organizations. Students learn to evaluate appropriate promotional mixes, examine the role of communications, and develop marketing communications strategies through the use of case studies and classroom discussion. In this course, students learn how to integrate all of the marketing communication elements including advertising, PR, sales promotion, direct marketing, event marketing and e-communication.


Learning

Outcomes

Teaching

Methods Assessment

Methods

1) Students become familiar with the marketing function in general. 2, 3, 4, 7,9 1,2,16 A, C

2) Students learn specific strategies of managing products, prices, distribution challenges and marketing communication.

1,4,6, 7, 8,9, 11 1,2,16 A, C

3) Students comprehend the need for integrating the above-mentioned strategies.

2,3,4,6,7,8, 11,12,13

1,2,16 A, C



45

COURSE CONTENT


1 Scope Of Marketing Chapters 1, 2

2 Modern Marketing Approach 3

3 Target Marketing 8

4 International Marketıng 21

5 Product Strategies 12, 13

6 Product Strategies 20

7 Distribution Strategies 15

8 Midterm

9 Distribution Strategies 16

10 Advertising Strategies 17, 18, 19

11 Advertising Strategies 17, 18, 19

12 Public Relations Strategies 17, 18, 19

13 Personal Selling Strategies 17, 18, 19

15 Sales Promotion Strategies 17, 18, 19

RECOMMENDED SOURCES

Textbook P. Kotler and K. L. Keller. Marketing Management, 14th ed.


MATERIAL SHARING

Documents

Assignments Group project presentation

Exams Midterm and Final

46

ASSESSMENT


Mid-terms 2 60

Quiz -

Assignments 1 40

Total

100

Contribution of Final Examination To Overall Grade 60

Contribution of In-term Studies To Overall Grade 40

Total 100




1 2 3 4 5


X


X


X


X



X


X

8 Is well-informed about all marketing communications elements (advertisement, public relations, direct sale,

etc.) and e-communication. X


X



X


X


X


X


X

47


X



Total Workload

(Hour)



Mid-terms 2 15 30

Assignments 1 20 20


Total Work Load 198



48

COURSE INFORMATON


Media Analyses COMM 202 4 3+0+0 3 5

Prerequisites COMM 102 Media History




Course Coordinator

Instructors Prof. Billur Ülger, PhD.; Assoc. Prof. Neda Üçer, PhD.; Assist. Prof. Feryade Tokan Şenol, PhD.;

Assist. Prof. Bahtiyar Ahu Alpaslan, PhD.; Assist. Prof. Özge Erbek Kara, PhD.

Assistants

Goals

This course aims at developing students’ critical awareness of the relationships of media with the

world of cultural realm, which necessarily entails a critical look into the interwoven areas of culture, ideology and society; public and private spheres of the social life, urban space and daily life as well as the world system.

Content

The course outcomes will provide students with the abilities to exercise critical judgment in applied research and with knowledge to discuss media and cultural reproduction; public sphere and culture interactions of media; relationships between technology, culture and socially produced space and time relationships of media, culture and society. Under the topic of Media Analysis, by focusing on cultural issues we will try to understand the ways in which media is seen and criticized by major thinkers of our time in order to develop our analytical skills to read the media and render its relationships on cultural level. The last hour of each week’s course will be reserved for screenings and discussions on the screened material.


Outcomes

Teaching

Methods Assessment

Methods

1) Evaluates the process of mass media in a historical and social perspective.

2,3,7,8 1,2,16 A, C

2) Establishes economical, political and cultural relationship between industrialization, urbanization and media.

3,6,12 1,2,16 A, C

3) Analyzes media and cultural reproduction with applied research and critical information.

1,5,7,12,16 1,2,16 A, C

4) Is aware of the basic analysis methods and critical approaches related

to media and applies them to media texts. 2,3,8,11,15 1,2,16 A, C

5) Evaluates the convergent structure, organizational process and text production process of media by categorizing into steps.

3,4,8,9,16 1,2,16 A, C

6) Has the ability of gathering the components of media process as a field of public sphere.

3,9,16 1,2,16 A, C

7) Classifies, interprets and compares the dynamics between media, culture and society.

3,9,16 1,2,16 A, C



49

COURSE CONTENT


1 Explaining the content and requirements of the course. Discussing social, political, economic and cultural dynamics of 18th and 19th centuries with regard to media history.

2 Industrial Revolution and the rise of Mass Communication. Read: Course Notes & Ş. Pamuk

3 Frankfurt School and Cultural Industry Read: T. Adorno Hand in: Media Diary Homework

4 British Cultural Studies School, Encoding and Decoding, TV Icons Read: S. Hall

5 Media and the Concept of Classical Public Sphere

Read: J. Habermas

Hand in: Media Collage Homework

6 Media and Criticism of Classical Public Sphere, Broadcast Discussion Shows Read: O. Negt & A. Kluge

N. Fraser

7 Midterm Exam

8 Technology, Media and Society Read: J. Ballard

9 Electronic Culture and Cyber Space Read: P. Virilio

10 Bakhtin and Film Studies Read: R. Stam

11 Simulacra, Hyper-Reality and Meaning-Making Processes Read: J. Baudrillard

12 Modernism, Post Modernism and Media Read: J. Lewis

13 Globalization, New Communication Technologies, Alternative Media Read: W. L. Bennett

14 Presentation of Media Analysis Projects Hand in: Projects

RECOMMENDED SOURCES

Textbook

Screenings:

- Manufacturing Consent- Noam Chomsky and the Media (1993), dir. Mark Achbar & Peter Wintonick

- Orwell Rolls in His Grave (2004), dir. Robert Kane Pappas

- Control Room (2003), dir. Jehane Noujaim

- Howard Zinn- You Can’t Be Neutral on a Moving Train (2004), dir. Deb Ellis & Denis

Meuller

- Outfoxed- Rupert Murdoch’s War on Journalism (2004), dir. Robert Greenwald

- All The President’s Men (1976), dir. Alan J. Pakula

- Under Fire (1983), dir. Roger Spottiswoode

- Salvador (1986), dir. Oliver Stone

- The Paper (1994), dir. Ron Howard

- 15 Minutes (2001), dir. John Herzfeld

- Good Night, and Good Luck (2005), dir. George Clooney

- Şevket Pamuk, “19. Yüzyılda Dünya Kapitalizmine Açılış”, in 100 Soruda Osmanlı-Türkiye

İktisat Tarihi, İstanbul: Gerçek Yayınevi, 1988 pp., 184-235

- T. W. Adorno, “Culture Industry reconsidered”, in P. Marris & Thornham (eds), Media

Studies: A Reader, Edinburgh: EUP, 1996, pp: 24- 29.

- J.G. Ballard, “Introduction to Crash”, RE/Search, #:8/9, 1984, pp: 96-98.

- B. Brecht, “The radio as an Apparatus of Communication” in John Willet (ed&trns), Brecht

50

on Theatre, New York: Hill & Wang, 1974, pp:51-53.

- S. Hall, “Encoding/ Decoding”, in P. Marris & Thornham (eds), Media Studies: A Reader,

Edinburgh: EUP, 1996, pp: 41- 49.

- J. Habermas, “The Public Sphere”, in P. Marris & Thornham (eds), Media Studies: A

Reader, Edinburgh: EUP, 1996, pp: 55- 59.

- Oskar Negt, Alexander Kluge, Public Sphere and Experience: Toward an Analysis of the

Bourgeois and Proletarian Public Sphere (Theory and History of Literature),University

of Minnesota Press, 1993. - Nancy Fraser, “Rethinking the Public Sphere: A Contribution to the Critique of Actually

Existing Democracy”, Social Text, No. 25/26, Duke University Press, 1990, pp. 56-80. - Robert Stam, Subversive Pleasures: Bakhtin, Cultural Criticism, and Film Johns Hopkins

University Press, 1992.

- J. Lewis, “Postmodernism and Beyond” in Cultural Studies: The Basics, London & New York: Sage Pub., 2002, pp. 215-239.

- Jean Baudrillard, “The implosion of meaning in the media”, in the Shadow of the Silent

Majorities, transl. P Foss, P Pat- ton, J Johnston, pp. 95-110. New York: Semiotext(e) 1983. - W. Lance Bennett, “New Media Power: The Internet and Global Activism” in Contesting

Media Power, ed. Nick Couldry and James Curran, Rowman and Littlefield, 2003.

- R. Williams, Mass Communication and Minority Culture”, in ”, in P. Marris & Thornham (eds), Media Studies: A Reader, Edinburgh: EUP, 1996, pp: 35- 40.

- P. Virilio, “The Overexposed City” in P Virilio, Lost Dimension (trans: D. Moskenberg), New York: Semiotext[e], 1991, pp: 9-27.

Additional Resources - Necmi Zeka, (der &sun), Jameson, Lyıtard, Habermas: Postmodernizm, İst: Kıyı, 1990, 1994

- Gülnur Savran, ‘Postmodernizm: Yepyeni Bir Evre mi, Bir Eğilimin Mutlaklaşması mı?’, Defter, Kış 1999, #:38.

MATERIAL SHARING

Documents Articles: Course reader, Books: Knowledge Center

Assignments

1. Media Diary 2. Media Collage 3. Media Analysis Project

Exams Open Book, Discussion Based

ASSESSMENT


Mid-terms 1 55

Presentation 1 15

Assignment 3 30

Total 100



Total 100


http://www.google.co.uk/search?hl=tr&tbo=p&tbm=bks&q=inauthor:%22Robert+Stam%22

51



1 2 3 4 5


X


X


X


X


X


X


X


X


X


X


X


X


X


X


X


X

52



Total Workload

(Hour)



Mid-terms 1 5 5

Presentation 1 5 5

Assignment 3 3 9


Total Work Load 125

Total Work Load / 25 (h) 5


53

COURSE INFORMATON


DECISION MAKING IN MARKET BEHAVIOR ADV 202 4 3+0 3 6

Prerequisites -




Course Coordinator


Assistants

Goals

The aim of this course is to examine the process of consumer decision making with its social, economic, psychological and cultural causes; to understand the principles of consumer behaviour and consumer decision-making.

Content Consumer behaviour, decision making process, theories of personality in decision making, perception, motivation, attitudes, consumer communication, culture and consumer habits.


Contribution to

Program

Teaching

Methods Assessment

Methods

1) Explains the concepts of “consumer”, consumer behaviour and decisions, to analyze them.

1,3,8,13 1,2,9 A,C

2) Examines the decision process and models. 7,8,13 1, 2 A,C

3) Examines the concept of perception and its role in the advertising process.

8, 9, 10 1, 2, 6,15

A,C

4) Examines and tries to understand the purchase motivation of consumers.

9, 10, 13 1,2, 6 A,C

5) Examines consumer attitudes in the light of attitude theories and practice.

1,3,12 1,2, 6 A,C

6) Examines the connection between culture and consumption.

3,4,13 1,2,6 A,C

Teaching Methods: 1: Lecture, 2: Discussion, 6: Case Study, 15: Homework


COURSE CONTENT


1 Introduction

54

2 The concepts of consumer behaviour and decision making.

3 Consumer research.

4 Consumer motivation and its impact on decisions.

5 Theories of personality and consuming decisions.

6 Brand personality, personification, and loyalty.

7 Midterm Exam

8 Impact of perception in consumer decision making.

9 Consumer attitude, attitude-consumption habit relationship and its impact on decisions, change in attitude

10 Culture-consumption relationship.

11 Consumer communication and feedback.

12 Case study examination.

13 Summary of the course and questions.

14 Final examination

RECOMMENDED SOURCES

Textbook Leon G. Schifmann and Leslie L. Kanuk, Consumer Behaviour, New Jersey, 2011.

Additional Resources Reynolds and Olson, Understanding Consumer Decision Making, NY, 2010; and Case examples from different sources

MATERIAL SHARING

Documents Different cases (printed)

Assignments Projects about decision making and attitude

Exams Midterm (theoretical), Final (Project and examination)

ASSESSMENT


Mid-terms 1 40

Assignments 2 30

Final 1 30

Total 100


55


Total 100




1 2 3 4 5


X


X


X


X




X


X


X



X


X


X


X


X


X



Total Workload

(Hour)



Mid-terms 1 2 2

Homework 3 3 9

56


Total Work Load 146



57

COURSE INFORMATON

Course Title Code Semester L+P Hour Credits ECTS

ADVERTISING PSYCHOLOGY ADV 222 4 3 + 0 3 7

Prerequisites -




Course Coordinator

Instructors

Assistants

Goals The aim of this course is to demonstrate the use of psychological persuasion in advertising.

Content

The concept of advertising psychology; History of advertising psychology; Memory in advertising psychology; Relationships among the structure of the brain, behaviors of learning and advertising; use of five senses in advertising; use of psychological persuasion elements in advertising.


Contribution to

Program

Teaching Methods Assessment Methods

1) Explains advertising psychology 1,3, 7,8,13 1, 2 A, C

2) Explains history of advertising psychology 1,3, 7,8,13 1,2 A, C

3) Explains memory in advertising psychology 1,3, 7,8,13 1,2 A, C

4) Explains relationships between the structure of the brain, behaviors of learning and advertising

1,3, 7,8,13 1,2 A, C

5) Explains how five senses are used in advertising 1,3, 7,8,13 1,2 A, C

6) Explains elements of psychological persuasion

1,3, 7,8,13 1, 2 A, C



58

COURSE CONTENT


1 Introduction to Advertising Psychology Weekly readings

2 Introduction to Advertising terminology Weekly readings, presentations

3 History of Advertising psychology Weekly readings, presentations

4 Methods of advertising Weekly readings, presentations

5 Approaches to human memory Weekly readings,

presentations

6 Learning and memory models Weekly readings, presentations

7 Use of learning and memory models in advertising Weekly readings, presentations

8 Midterm Exam Weekly readings, presentations

9 Structure of the brain Weekly readings, presentations

10 Learning and affection Weekly readings, presentations

11 Advertising, learning and memory Weekly readings, presentations

12 Psychological effects caused by sensations like music, smell, etc. Weekly readings,

presentations

13 Use of psychological persuasion elements in advertising Weekly readings, presentations

14 Review for Final exam Weekly readings, presentations

RECOMMENDED SOURCES

Textbook Du Plessis, Erik, Advertised Mind, , Kogan Page Publishers, 2005


MATERIAL SHARING

Documents

Assignments

Exams

59

ASSESSMENT


Mid-terms 1 40

Final 1 60

Total 100



Total 100




1 2 3 4 5

1 Achieves the knowledge of active research and methods in social sciences and the analytical thinking

ability. X


X


X




X


X


X



X



X


X



X


60



(Hour)

Total Workload

(Hour)



Mid-terms 1 30 30


Total Work Load 182



61

COURSE INFORMATON

Course Title Code Semester T +P Hour Credits ECTS

BRAND MANAGEMENT COMM 331 5 3+0 3 5

Prerequisites -




Course Coordinator

Instructors

Assistants

Goals The aim of this course is to introduce the students the concepts and practices of brand, branding, brand history.

Content Brand, brand history, branding, corporate communication, corporate idenitity, corporation and

media relations.


Contribution to

Program

Teaching Methods Assessment Methods

1) Explains the concepts of brand and brand management 2, 3, 4, 7,9

1,2 A, C

2) Explains the brand history 1, 13 1,2 A, C

3) Examines the concepts of brand equity and brand awareness 6, 7, 8,9, 11 1,2 A, C

4) Explains the law of branding and how to make a new brand 6, 7, 8, 9, 11 1,2 A, C

5) Explains what corporate communication is 4 1,2 A, C

6) Examines the connection between branding and corporate communication

15, 16 1,2 A, C



COURSE CONTENT


1 Introduction Weekly readings

62

2 Introduction to brand management, history of branding, and the concept of brand equity Weekly readings

3 Presentations of brand history projects and discussion Weekly readings

4 Creating a new brand and the laws of branding Weekly readings

5 Presentations of the creating a new brand projects and discussion Weekly readings

6 Midterm Weekly readings

7 Introduction to corporate communication Weekly readings

8 Corporate identity, image, reputation Weekly readings

9 Corporate branding Weekly readings

10 Corporate branding Weekly readings

11 Corporate branding and media relations Weekly readings

12 Presentations of corporate branding projects and discussion Weekly readings

13 Review Class Weekly readings

14 Final Examination Weekly readings

RECOMMENDED SOURCES

Textbook Keller, Kevin Lane Strategic brand management: building, measuring and managing brand equity, New Jersey : Pearson Education, 2008

Additional Resources Riel, C. B. M. van, Principles of corporate communication, London ; New York : Prentice Hall, 1995

MATERIAL SHARING

Documents

Assignments

Exams

ASSESSMENT


Mid-terms 1 25

Final 2 35

Assignment 3 40

Total 100


63


Total 100




1 2 3 4 5


X



X


X




X


X



X


X



X




X



(Hour)

Total Workload

(Hour)



Mid-terms 1 10 10

Project Presentations 1 30 30

64

Homeworks

Final

1 18 18

Total Work Load 118



65

COURSE INFORMATON


COMMUNICATION ETHICS COMM 341 5 3+0 3 5

Prerequisites -




Course Coordinator

Instructors Prof. R. Mahmut Oktay, PhD.; Assist. Prof. Feryade Tokan Şenol, PhD.

Assistants

Goals

By the end of the semester students are expected to understand principal theories of ethics as

described by philosophers ancient and modern; recognize ethical issues in communication case studies; apply critical skills of reason and analysis to ethical problems and tolerate disagreement and ambiguity in ethical considerations.

Content

Communication Ethics is a main course for School of Communication students, which aims to understand the ethical concepts including freedom, democracy, truth, objectivity, honesty and privacy. The course examines the ethical issues both in philosophical and practical ways to help maintaining the quality of information.


Learning

Outcomes

Teaching

Methods Assessment

Methods

1) Assign the similarities and differences of notion like ethics, morality, law and religion in terms of social organizations.

2,3,7,8 1, 2 A, C

2) Reads and realises basic ethical theories, approaches and principles with historical contexts.

3,6,12 1, 2 A, C

3) Emits the possibility of quarrels and different in ethical issues. 1,5,7,12,16 1, 2 A, C

4) Expresses the basic notions and technical areas of media ethics as being a sub-branch of ethics.

2,3,8,11,15 1, 2 A, C

5) Assigns, identifies and analysis the unethical applications in visual, auditory and

written media texts. 3,4,8,9,16

1, 2 A, C

6) Discusses ethical problems in media with different angles by critical reasoning ability.

3,9,16 1, 2 A, C

7) Evaluates ethical problems in incident analysis, replans the texts in accordance with ethical principles

3,9,16 1, 2 A, C



COURSE CONTENT

66


1 Course policy and requirements. The historical roots of ethics. Relationship between ethics and morality. Ethical Decision-Making Process. Sissela Bok’s model of ethical decision-making.

2 Theoretical Foundations for Media Ethics: Aristotle and Virtue Ethics Theoretical Foundations for Media Ethics: Kant and Duty Ethics

Read: Patterson & Wilkins, pp. 1-15 J.C. Merrill, pp. 3-32

3

Theoretical Foundations for Media Ethics: Bentham, Mill and Utilitarian Ethics Theoretical Foundations for Media Ethics: Etzioni and Communitarian Ethics

Theoretical Foundations for Media Ethics General Evaluation: Deontological, Teleological and Subjective Ethical Approaches

Read:Patterson & Wilkins, pp. 1-15 J.C. Merrill, pp. 3-32 Homework: Media Watch

4 Ethics and Freedom: Mass Media Accountability Individual Autonomy, Ethics and News Values.

Read:Gordon & Newton, pp. 33-54 Kittross & Gordon, pp. 59-80 Homework: Media

Watch

5 Gatekeepers and Manipulation: Truth, Fairness and Accuracy.

The Ethics of “Correctness’” and “Inclusiveness”.

Read: Kittross & Gordon, pp. 93-159

Homework: Media Watch

6 Codes of Ethics in Media and Audience/Reader Representative, Ombudsman and Journalism Associations and Organizations.

Read: Gordon &

Dorsher, pp. 166-184 Homework: Media Watch

7 Debate 1: News-making Processes and Ethics Homework: Media Watch

8 Midterm Exam

9 New Technologies and Techniques and Media Ethics.

Digitally Manipulated Content and Ethics.

Read: Singer & Dorsher, pp. 213-232 Babcock, Gordon &

Kittross pp. 237-251 Homework: Media Watch

10 Media Ethics and Economic Marketplace. Access to Media: Equity in Receiving and Disseminating Information

Read: Kittross & Gordon pp. 256-298 Gordon& Babcock, pp. 306-317 Homework: Media Watch

11 Private Lives, Public Interest in a Digital World. The Ethics of Persuasive Communication: Advertising, Public Relations and Marketing.

Read: Gordon, Kittross & Newton, pp. 333-375 Gade & Gordon, pp. 383-404 Homework: Media Watch

12 Debate 2: Advertising, Public Relations, Marketing and Ethics Homework: Media Watch

13 Infotainment, Sensationalism, “Reality” and Ethics Entertainment Media and Ethics. Violence and Sexuality..

Read: Gordon & Babcock, pp. 432-454 Kitross ve Gordon pp. 461-484

Homework: Media Watch

14 Debate 3: Gender Representations and Ethics Homework: Media

Watch

67

RECOMMENDED SOURCES

Textbook

Text Books

- Gordon, D. & Kittross J.M. (2011). Controversies in Media Ethics. N.Y.: Longman Pub., 3rd

edition.

- Patterson, Philip & Wilkins Lee (2002). Media Ethics: Issues & Cases. Boston: McGrawHill

Pub.Kieran, Matthew ed. (1998). Media Ethics. London & N.Y.: Routledge.


Screenings

1. Documentaries

* Orwell Rolls in His Grave, Director: Robert Kane Pappas, 2004. 1 Hour 46 Minutes. * Outfoxed: Rupert Murdoch's War on Journalism, Director: Robert Greenwald, 2004, 75 Minutes.

2. Fiction Films * All The President’s Men (1976), dir. Alan J. Pakula * Under Fire (1983), dir. Roger Spottiswoode * Salvador (1986), dir. Oliver Stone * The Paper (1994), dir. Ron Howard * 15 Minutes (2001), dir. John Herzfeld * Good Night, and Good Luck (2005), dir. George Clooney

Recommended readings

- Alankuş, Sevda (2005), Medya, Hukuk ve Etik, IPS Eğitim Vakfı Yayınları: 5, Habercinin

Elkitabı Dizisi: 2.

- Alia, Valerie (2004), Media Ethics and Social Change, Edinburgh: Edinburgh Univ. Press.

- Bertrand, Claude-Jean (2004), Medya Etiği, Ankara: BYEGM Yay.

- Cohen-Almagor, Rapfael, (2002), İfade, Medya ve Etik, çev. Süleyman Nihat Şad, Ankara:

Phoenix Yayınevi.

- Çaplı, Bülent ve Tuncel, Hakan (2010), Televizyon Haberciliğinde Etik, Ankara: A.Ü.İLEF ve

Fatusch B.V.

- Belsey, A. & Chadwick R. ed. (1998) Medya ve Gazetecilikte Etik Sorunlar, çev. Nurçay

Türkoğlu. Istanbul: Ayrıntı Yay.

- Çaplı, Bülent (2002), Medya ve Etik, Ankara: İmge Kitabevi.

- Merrill, John C. et al. (1990). Modern Mass Media. New York: Harper Collins Pub. pp. 386-

407.

- Morresi, Enrico (2006), Haber Etiği: Ahlaki Gazeteciliğin Kuruluşu ve Eleştirisi, çev. Fırat

Genç, Ankara: Dost Kitabevi yay.

- Shaw, Colin (1999), Deciding What We Watch: Taste, Decency, and Media Ethics in the UK

and the USA.

- Türkoğlu, Nurçay (2003). Kitle Kültürü ve İletişim. İstanbul: Naos Yay. pp. 215-280.

- Uzun, Ruhdan (2007), İletişim Etiği: Sorunlar ve Sorumlulular, Ankara: G.Ü. İletişim Fakültesi, Kırkıncıyıl Kitaplığı, No:2.

- Plaisance, Patrick Lee (2009), Media Ethics: Key Principles for Responsible Practice, London: Sage Pub.

MATERIAL SHARING

Documents Screenings: Documentaries, Books: Knowledge Centre, Case Studies

Assignments 1. Media Watch (weekly) 2. Debates (On 3 major ethical issues in media)

Exams Open book, discussion based exams

ASSESSMENT


Mid-terms 1 40

68

Debate 3 30

Assignment 1 30

Total 100



Total 100




1 2 3 4 5


X



X


X




X


X



X


X



X



X


X


69


Total Workload

(Hour)



Mid-terms 1 3 3

Debate 3 3 9

Assigment 1 7 7


Total Work Load 125



70

COURSE INFORMATON


STRATEGIC COMMUNICATION RESEARCH COMM 361 5 2+2 3 5

Prerequisites RSCH 410 Scientific Research Methods




Course Coordinator

Instructors Senior Lecturer İlknur Kalay PhD.

Assistants

Goals The aim of this course is to emphasize the importance of the idea of strategic planning in applied communication .

Content

The course covers the following topics: the idea of strategic planning, strategy and tactic, situational research, organizational research, public research, and writing down goals & objectives of public relations.

Learning Outcomes Program Learning Outcomes Teaching

Methods Assessment

Methods

1) Students can apply research principles for strategic communication 1,2,3,4,6,7,8,9,10,11,12,13,14,15 1,2,6,16 A, C

2) Students can identify problems for public relations and advertising practice.

1,2,3,4,6,7,8,9,10, 12,13,14,15 1,2,6,16 A, C

3) Students can produce strategic goals and objectives in line with organizational mission and goal.

1,2,3,4,6,7,8,9,10,11,12,13,14,15 1,2,6,16 A, C

4) Students can draw up a compelling public relations strategy to be applied.

1,2,3,4,6,7,8,11,12,13,14,15 1,2,6,16 A, C

4) Students can prepare written materials and present them to a

professional standard. 1,2,3,4,6,7,8,9,10,11,12 1,2,6,16 A, C



COURSE CONTENT

Week Topics Study

Materials

1 Introduction

2 What is strategy? What is tactic?

71

3 Selection of the application issue

4 Step 1: Analyzing the situation a) Introduction b) Primary and secondary research design and discussion

5 Delivery of the secondary and primary research design & questions

6 Delivery of the 1st step reports

7 Step 2: Analyzing the organization

8 Feedbacks of the 1st and 2nd steps

9 Step 3: Analyzing public

10 Delivery of the 3rd step reports

11 Step 4: Establishing goals and objectives

12 Delivery of the 4th step reports & Feedback for the 3rd step

13 Campaign Presentations

14 Campaign Presentations

RECOMMENDED SOURCES

Textbook Smith, R.D. 2009, Strategic Planning for Public Relations. 3rd Ed. New Jersey: Lawrence

Erlbaum Assoc.

Additional

Resources

Wilcox, D. & Cameron, G. (2009), Public relations: strategies and tactics. 9th Ed. Boston: Pearson

Education Inc. Wilcox, D.L. (2001). Public relations writing and media techniques. 4th Ed. New York: Longman.

MATERIAL SHARING

Documents Smith, R.D., Worksheets for the Steps 1, 2, 3 & 4

Assignments Step 1: Situational Research; Step2: Organizational Research; Step 3. Public Research; Step.4: Goals & Objectives

Exams Final Presentation

ASSESSMENT


Assignment 2 25

Total 50



Total 100

72




1 2 3 4 5


X




X


X



X


X


X



X




X



X



Total Workload

(Hour)



Assignment 4 5 20

Final presentation 1 8 8

Total Work Load 124


73


74

COURSE INFORMATON


SEMIOTICS OF ADVERTISING ADV 321 5 3+0 3 7

Prerequisites -




Course Coordinator


Assistants

Goals

A comprehension of how meaning works; An appreciation of advertising as a creative medium; Heightened awareness of the subtle nuances of language used in advertising; An understanding that the same semiotic and linguistic effects which manipulate us as consumers also occur on all

other levels of language, from fine literature to everyday conversation.

Content

General principles of semiotics, including terminology, concepts; Practicing at applying the tools of semiotics for the analysis of concrete texts, both visual and written; Writing very short,

focused analyses of limited semiotic texts (ads);


Contribution

to Program

Teaching

Methods Assessment

Methods

1) Comprehends the basic principles and theories of semiotics 1, 6, 7 1, 16 A, C

2) Uses terminology and concepts. 5, 8 1, 2, 15, 16 A, C

3) Relates advertisements. 4, 5, 6, 8, 9, 10, 11, 12

1, 2, 6, 15, 16 A, C

4) Appreciates advertising as a creative medium. 9, 10, 14 2, 6, 15, 16 A, C

5) Understands that the semiotic and linguistic effects occur on all levels of language, from fine literature to everyday conversation.

3, 13 1, 2, 6, 15, 16 A, C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 6: Case Study, 15: Assignment, 16: Oral Exam


COURSE CONTENT


1 Introduction to Semiotics: Learning How to See

75

2 Brief History and Etymological Roots of Semiotics

3 Signs: The Creation of Meaning

4 Theoreticians of Semiotics (C. S. Peirce and F. de Saussure)

5 Theoreticians of Semiotics (Russian School of Semiotics)

6 Theoreticians of Semiotics (Russian School of Semiotics continues and C. W. Morris)

7 Midterm Exam

8 Hegemony in Photographic Representation (Hegemony and the role of codes: Camera shots and angles, colors, and intertextuality in encoding and decoding)

9 Theoreticians of Semiotics (Roland Barthes)

10 Theoreticians of Semiotics (Umberto Eco)

11 Presentation

12 Presentation

13 Presentation

14 Revision and Final Discussion

RECOMMENDED SOURCES

Textbook Crow, David, Visible Signs, Ava Publishing, London, 2003.


Baudrillard, Jean, Simgesel Değiş Tokuş ve Ölüm, Boğaziçi Üniversitesi Yayınevi, İstanbul, 2008. Barthes, Roland, Elements of Semiology, Hill and Wang, New York, 1968. Barthes, Roland, Mythologies, Hill and Wang, New York, 1972. Barthes, Roland, The Pleasure of the Text, Hill and Wang, New York, 1975.Evans, Jessica & Hall, Stuart, Visual Culture: The Reader, Sage, 2004. Wells,

Liz, Photography: A Critical Introduction, Routledge, London, 2001.

MATERIAL SHARING

Documents

Assignments

Exams

ASSESSMENT


Mid-terms 1 50

Presentation 2 20

Assignment 1 30

Total 100

76



Total 100




1 2 3 4 5


ability. X


X


X


X


X


X


X


X


X


X


X


X


X


X


X


X



Total Workload

(Hour)



Mid-terms 1 3 3

77

Homework 3 5 15


Total Work Load 165



78

COURSE INFORMATON


CONTEMPORARY ISSUES IN ADVERTISING ADV 381 5 3 + 0 3 7

Prerequisites -




Course Coordinator


Assistants

Goals

The course concentrates on lecturing and discussing of academic and professional knowledge about contemporary advertising issues. Guests from the sector and student project assignments enrich the teaching and content of the course.

Content Contemporary issues about the advertising sector. The subject may differ from time to time related to the current developments.


Contribution to

Program

Teaching

Methods Assessment

Methods

1) Discusses and interprets current issues of the advertising profession. 1,3,4,7

1,2,6,15,19 A

2) Informed about the latest developments from the sectoral guests invited. 1,3,8,9,13,15

1,2,6,15,19 A

3) Implements researches about communication and advertising sector. 1,3,4,7,8,12,13,16

1,2,6,15,19 A,C

4) Contributes the sectoral accumilation of knowledge by developing its own points of view.

1,3,7,12 1,2,6,15,19 A,C

5) Develops analytical thought concerning the subject. 1,3,7

1,2,6,15,19 A,C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 6: Case Study, 15: Assignment 19: Guest Speaker


79

COURSE CONTENT


1 Introduction

2 Problems in the practice of the advertising profession, in general

3 Problems and issues concerning the advertising law in Turkey

4 Advertising Self-Regulatory Board; and issues of ethics in advertising

5 Advertising agencies in Turkey and their problems

6 Professional organizations of advertising in Turkey, and advertising associations

7 Midterm Exam

8 Branding and international Turkish brands

9 Magazine publishing on advertising and marketing

10 Corporate advertising and its problems

11 Interactive advertising and internet

12 Political advertising

13 Product placement and subconscious advertising

14 Women and children as objects of advertising.

RECOMMENDED SOURCES

Textbook Different materials (Books, articles, company materials, internet documents etc) on the subject(s)

Additional Resources Guests from the sector

MATERIAL SHARING

Documents Materials related to the subject

Assignments Projects assignments

Exams Midterm, Final (Presentation and Project delivery)

ASSESSMENT


Mid-terms 1 40

80

Presentation 2 30

Assignment 1 30

Total 100



Total 100




1 2 3 4 5


X



X


X


X


X


X


X


X



X



X



X


X



Total

Workload (Hour)

81



Mid-terms 1 3 3

Homework 1 20 20

Total Work Load 169



82

COURSE INFORMATON


PERSUASION AND PERCEPTION COMM 324 6 3+0 3 5

Prerequisites -




Course Coordinator

Instructors Prof. R. Mahmut Oktay, PhD. Assoc. Prof. Neda Üçer, PhD.; Lecturer Gül Bakan

Assistants

Goals

To reveal that comprehension and interpretation of messages within the framework of perception are influenced by social and cultural references as well as personal beliefs, and to display that

decisions and behaviours are shaped by both rational and irrational thinking; to evaluate the potential of impacting and manipulating the target audience within the scope of advertising, public relations, newsmaking and marketing by examining various persuasion theories.

Content

Perception, selective processes, the impact of the message characteristics on perception; relations between perceptions-beliefs-attitudes; effects of different persuasion theories on perceptions; analyzing advertising, public relations, newsmaking, marketing messages from the point of view of informing versus manipulation, and the difference between them.

Learning Outcomes Course’s Contribution to

Program Teaching

Methods Assessment

Methods

1) Examines perception and the selective processes related to it. 3,4,5,6,7,8,12,13 1,2,16 A,C

2) Examines the impact of personal beliefs and the social-cultural filters which constitute perceptions.

3,4,5,6,7,8,12,13 1,2,16 A,C

3) Examines the concept of perception and its role in the marketing/advertising process and brand formation.

3,4,5,6,7,8,9,11,12,13 1,2,16 A,C

4) Analyzes the persuasion concept and the persuasion theories which are formed in the context of communicational/sociological theories.

1,2,3,4,5,6,7,8,12,13 1,2,16 A,C

5) Examines consumer attitudes in the light of persuasion theories, and attitude theories and practice.

3,4,5,6,7,8,12,13 1,2,16 A,C

6)Analyzes and interprets the difference between information and manipulation. 7) Puts forward the basic clues in the formation of a persuasion ethics.

1,2,3,4,5,6,7,8,12,13,15 1,2,16 A,C



COURSE CONTENT

83


1 Introduction , basic concepts

2 The concepts of perception, selective processes, process of decision making.

3 Attitudes, how they form and change: Persuasion and persuasion theories

4 The Elaboration Likelihood Theory and its impact on consumer thought

5 The Social Judgement Theory and its impact on consumer thought

6 The Narrative Paradigm Model and its impact on consumer thought

7 Midterm Exam

8 The Cognitive Dissonance Theory and its impact on consumer thought

9 The Inoculation Theory and its impact on consumer thought

10 The Balance Theory and its impact on consumer thought

11 The Source Credibility Theory and its impact on consumer thought

12 The Reinforcement Theory and its impact on consumer thought

13 Summary of the course and questions.

14 Final Examination

RECOMMENDED SOURCES

Textbook Daniel J. O’Keefe, Persuasion: Theory and Research, Sage Publ., 2002


Herbert W. Simmons, J.G. Jones, Persuasion in Society, Routledge, 2011. Richard M. Perloff, The Dynamics of Persuasion, Routledge, 2010.

MATERIAL SHARING

Documents Course notes (Printed)

Assignments

Exams Midterm, Project Presentation and Final Examination.

84

ASSESSMENT


Mid-terms 1 40

Final 2 60

Assignment

Opinion formation about

the student, and extra grading.

Total 100



Total 100




1 2 3 4 5


X


X


X


X


X


X


X


X


X


X


X


X


X


X


X

85


X



(Hour)

Total

Workload

(Hour)



Homework 4 5 20

Final Project / Presentation

1 8 8

Total Work Load 124



86

COURSE INFORMATON


STRATEGIC MEDIA PLANNING ADV 302 6 2+2 3 5

Prerequisites -




Course Coordinator

Instructors Assist. Prof. Dr. Gülşah Aydın, PhD.

Assistants

Goals The aim of this course is to develop an understanding of the role of strategic media planning in the

overall context of marketing and advertising decisions.

Content An introduction to strategic media planning; process of media planning and the evaluation of media plans.

Learning Outcomes Course’s Contribution

to Program Teaching

Methods

Assessment

Methods

Defines strategic media planning 2,3,4,6,7,8,10,11,12,13

1,2,6,15 A,C

Explains role of media in delivering messages to customers and potential customers

2,3,4,6,7,8,10,11,12,13 1,2,6,15 A,C

Explains components of communication plan 1,2,3,4,6,7,8,10,11,12,13 1,2,6,15 A,C

Defines target audiences 1,8,10,11,12,13 1,2,6,15 A,C

Evaluates media plans 2,3,4,6,7,8,10,11,12,13 1,2,6,15 A,C

Teaching Methods: 1: Lecture, 2: Interactıve Lecture, 6: Case Study, 15: Assignment,


COURSE CONTENT


87

1 Media Strategy: An Introduction

2 Establishing a media framework

3 Outlining the components of communication oplan

4 How Marketing Objectives Affect Communication Planning

5 The role of communication in Advertising and Marketing

6 Situation Analysis

7 MIDTERM

8 Defining Target Audience

9 Competitive Analysis: Implications in Planning

10 Communication Idea and Briefing

11 Media Communication Strategy and Tactics

12 The Language of Media Planning

13 The Language of Media Planning

14 Evaluating an Advertising Media Plan -

RECOMMENDED SOURCES

Textbook Kelley. L. D & Jugemheimer D.W. Jugenheimer (2004). Advertising media planning: A brand management approach. New York: Routledge

Additional Resources Sissors,J. Baron,R, Advertising media planning, (7Th Edition). New York: McGraw Hill.

MATERIAL SHARING

Documents

www.nielsenmedia.com (Media research)

www.smrb.com (Consumer data) www.sriresearch.com www.adcritic.com

Assignments

Exams

ASSESSMENT


Mid-terms 1 20

88

Homework 12 20

Final Exam 10 60

Total 100



Total 100

COURSE CATEGORY Expertise/Field Courses



1 2 3 4 5


x

2 Defines different types of advertisement. x


x


x

5 Becomes aware of linguistic elements in advertisements. x


x


x


x


x


x


x


x


x

14 Follows innovations in the advertising design field. x

15 Is aware of ethics in the communications field. x

16 Is aware of works in the social responsibility field. x


89


Total Workload

(Hour)



Mid-terms 1 1 1

Homework 10 1 10


Total Work Load 124



90

COURSE INFORMATON


CORPORATE COMMUNICATIONS PRACTICUM ADV 312 6 3+0 3 5

Prerequisites -




Course Coordinator


Assistants

Goals

Providing students with the opportunity to apply theory and principles to a product of their virtual company and with an experience and responsibilities similar to those experienced by practitioners, and thereby, preparing them for an effective transition to practice in the future

Content Advanced skills necessary to prepare a communications project

Learning Outcomes

Course’s

Contribution to

Program


Methods

1) Acquires further knowledge on the concepts, frameworks, and consumer demands related to communication campaigns.

2, 3, 8 1, 2 A,C

2) Tests theoretical knowledge. 7, 8 1, 2, 6, 15 A,C

3) Relates advertising. 5, 6, 9, 10, 11, 14 7, 8, 15 A,C

4) Gains insight into the professional communication culture in Turkey.

5 2, 6, 7, 8, 17 A,C

5) Appreciates communication as a strategic practice. 1, 4, 9, 12, 13, 15, 16 7, 8, 15 A,C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 6: Case Study, 7: Brainstorming, 8: Small Group Work, 15:

Assignment, 17: Survey/Questionnaire


COURSE CONTENT


1 Introduction to Corporate Communications Practicum

2 Determination of Project Teams, Products/Brands and Companies.

91

3 Research: SWOT, TOWS, Rivalry and Risk Analyses, Field Research Design

4 Research continues: Corporate Identity Analysis and Evaluation and Literature Research

5 Research continues:Field Research Results, Data Analysis, Reviewing Research Methods Used and Determination of the Present Situation

6 Planning: Determining Short-Term Targets and Long-Term Aims, Positioning the Brand/Product, Explaining the Message to be Given and the Perception to be Created

7 Midterm Exam

8

Planning continues: Discussing the Media to be Used, and the Project Potential (Applicableness, Implementableness, and Contribution to Corporate Reputation), Analyzing

the Target Audience, Evaluating the Harmony between the Target Audience and the Media to be Used, Determining the Strategies

9 Planning continues: Preparing a Schedule and a Budget

10 Practice: Specifying Creative Practices and Formulating Messages that are Suitable to the Target Audience.

11 Practice continues: Preparing a Timetable, Complying with the Budget Plan

12 Practice continues: Practising Minimum One of the Plans

13 Practice continues: Practising Minimum One of the Plans

14 Evaluation: Preparing an Evaluation Plan and Final Discussion on Corporate Communications Practicum

RECOMMENDED SOURCES

Textbook Cornelissen, Joep, Corporate Communication: A Guide to Theory and Practice, Sage, New York, 2014.


Harris, Jeremy, Social Media Communication: Concepts, Practices, Data, Law, and Ethics, Routledge, London, 2014. Mc Kenzie, Doug, Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing, New Society Publishers, New York, 2011. Treadwell, Donald, Introducing Communication Research: Paths of Inquiry, Sage, New York, 2016. Young, Antony, Brand Media

Strategy: Integrated Communications Planning in the Digital Era, Palgrave Macmillan, New York, 2014.

MATERIAL SHARING

Documents

Assignments

Exams

ASSESSMENT


Mid-terms 1 20

Discussion 12 40

Homework 10 40

Total 100

92



Total 100




1 2 3 4 5


ability. X


X


X


X


X


X


X


X


X


X


X


X


X


X


X


X



(Hour)

Total Workload

(Hour)



Mid-terms 1 1 1

93

Homework 10 3 30


Total Work Load 128



94

COURSE INFORMATON


STRATEGIC POSITIONING IN ADVERTISING ADV 332 6 3+0 3 6

Prerequisites -


Course Level Undergraduate


Course Coordinator -


Assistants -

Goals

ADV 332 aims to teach to students to define a positioning which is in line with the brand marketing strategy and advertising strategy within the holistic marketing frame of reference. The course also emphasize the importance of positioning in the creative process and its production.

Content

Positioning strategies support the differentiation of brands (products and services) so that they stand out among from their competitors.Identifying the appropriate positioning and gathering consumer insights, developing the USP,consistency of all types of communication of a particular

brand are interdependent. The course also covers how positioning functions both on traditional and online media.

Learning Outcomes

Course’s Contribution to

Program Teaching

Methods

Assessment

Methods

1-Defines and has the skills to identify an appropriate positioning.

1,2,4,5,6,7,8,10,11,12,13 1,2,16 A,C

2-Recognizes the functions of the positioning for off-line and online Media.

1,2,3,4,5,6,7,8,9,10,11,12,13,14 1,2,16 A,C

3-Succesfully manages the POD and POP strategic proceess in the marketing plan.

1,2,4,5,6,7,8,10,11,12,13 1,2,16 A,C

4-Analyses and reiterates consumer behavior and segments.

1,2,3,4,5,6,7,8,9,10,11,12,13,14 1,2,16 A,C

5-Demonstrates knowledge of transforming positioning to creative ideas.

1,2,4,5,6,7,8,10,11,12,13 1,2,16 A,C



COURSE CONTENT


95

1 What is positoning? Its main functions in a marketing plan?

Our minds do not like disorders and confusion.

Contemporary Advertising, Strategic

Brand Management, New Positioningç

2 Consumers define brands not companies. Differention

matters. A view to brand development and its positioning. Selling Dreams

3 Point-of-difference and point-of-parity strategies. Bu Topraklardan Dünya Markası Çıkar

4 Jack Trout’s 25 ways of positioning.

5

Keller’s Customer-Based Brand Equity and Three- Disciplines Strategy of Positioning.

Strategic Brand Management

6 Advertising strategy, USP (advertising idea), and the key visual.

Thinking Advertising That Sells.

7 Midterm

8 Creating and positioning global brands online. Creating Global Brands

9 From mobile ads to social media and content development.

10 Relationship marketing,sustainabilty and other IMC elements.

11 Students’ presentations

12 Students’ presentations

13 Final project evaluation.

14 Final project delivery.

RECOMMENDED SOURCES

Textbook Arens,F,Williams. Contemporary Advertising, McGraw Hill International, 2011,USA. Ries, Al.&Trout, Jack., New Positioning, McGraw Hill, 2011


Keller,Lane,Kevin.Strategic Brand Management, Pearson Books, 2006,South Korea. Buiniotti, Gianluigi. Selling Dreams, Simon &Schuster,2010 Batı,Uğur.Tüketici Davranışları, Alfa Yayınları, 2015,İstanbul.

MATERIAL SHARING

Documents

Selected articles from books and journals, websites http://brandchannel.com, http://www.adweek.com, http://www.AdFreak.com İrem Ayşegül İnsel 2016, UK, Creating Global Brands, Thinking Advertising That Sells, LEO, Learn, Earn,Own,

Coreline Talk, http://myleobusiness.com/aysegul available after 2017 March.

Assignments Brand Equity and the Positioning Analysis of an Advertising Campaign

Exams Midterm (written), Quiz, Final Project (commercial shoot)

ASSESSMENT


http://brandchannel.com/

http://www.adweek.com/

http://www.adfreak.com/

http://myleobusiness.com/aysegul

96

Midterm 1 50

Quiz 2 20

Assignment 1 30

Total 100


CONTRIBUTION OF FINAL PROJECT TO OVERALL GRADE 55

Total 100




1 2 3 4 5


ability. X


X


X


X


X


X


X


X


X


X


X


X


X


X


X


X


97


Total Workload

(Hour)

Course Duration (Including the exam week: 16 x total course hours)

16 3 48


Midterm 1 3 3

Assignment 3 5 15


Total Work Load 149



98

COURSE INFORMATON


ADVERTISING COPYWRITING ADV 352 6 2+2 3 5

Prerequisites -




Course Coordinator

Instructors Staff

Assistants

Goals The aim of this course is the education, training and developing skills of creativity of the students on one of the main expertise areas of the advertising profession: Copywriting.

Content Examining and analysis of advertising scripts; developing the skills of copywriting; workshops.


Program

Teaching

Methods

Assessment

Methods

1) Examines and analyzes advertising scripts. 2,3,4,5,9,10 1,2,6,15 A,C

2) Teaches the fundamentals and skills of copywriting. 3,5,8,9,10,11,13,15 1,2,6,15,19 A,C

3) Develops advertising and creative skills. 3,4,5,6,7,8,10,11,12,13,14,16 1,2,6,15,19 A,C

4) Comprehend the importance of copywriting in advertising. 3,5,7,10,11,12 1,2,6,15,19 A,C

5) Practices copywriting. 3,5,7,10,11,12 1,2,6,15 A,C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 6: Case Study, 15: Assignment, 19: Guest Speaker


COURSE CONTENT


1 Introduction

2 Types of writing

3 Copywriting, its methods and techniques

99

4 Examination of advertising scripts

5 Examination of advertising scripts

6 From the advertising film to the script: Rewriting of an ad film script after watching an actual campaign film.

7 Midterm Exam

8 Copywriting sessions

9 Copywriting sessions

10 Reading, discussing and criticizing of students’ scripts

11 Reading, discussing and criticizing of students’ scripts

12 Discussions with the guests from the sector about copywriting

13 Discussions with the guests from the sector about copywriting

14 Discussion of project proposals

RECOMMENDED SOURCES

Textbook Samples of advertising scripts

Additional Resources Guests from the sector

MATERIAL SHARING

Documents

Materials related to the subject

Assignments Projects assignments

Exams Midterm, Final (Presentation and Project delivery)

ASSESSMENT


Mid-terms 1 40

Presentation 2 30

Assignment 1 30

Total 100



Total 100

100




1 2 3 4 5


X


X


X


X


X


X


X


X


X


X


X


X


X


X


X


X

101



Total Workload

(Hour)



Mid-terms 1 3 3

Homework 2 10 20

Total Work Load

133

Total Work Load / 25 (h)

5,32

ECTS Credit of the Course

5

102

COURSE INFORMATON


ADVANCED DESIGN IN ADVERTISING ADV 372 6 2+2 3 5

Prerequisites ADV 271 Advertising Design Graphics and Production




Course Coordinator


Assistants

Goals The aim is to apply advertising production in all stages in advanced level and to prepare 360 degree advertising campaign project in the frame of visual and verbal designs.

Content Planning, production of creative strategy, formation of visual concept, implementation and presentation of campaign.

Learning Outcomes Course’s Contribution

to Program

Teaching

Methods

Assessment

Methods

1) Learns to manage the ad from a central point, and to sell an

idea with all its parts. 2,4,6,9,10,11,12,14 1,2,6 A,C

2) Implements targeted visual and verbal ad production. 2,4,5,6,9,10,11,12,14 1,2 A,C

3) Learns new advertising practices and new applications. 2,4,6,9,10,11,12,14 1,6 A,C

4) Understands the importance of media technology in

advertising production.

2,4,6,9,10,11,12,14 2,6

A,C

5) Prepares a portfolio which could be used as an advantage in

the industry.

2,3,4,5,6,9,10,11,12,14,15 1,2,6

A,C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 6: Case Study, 15: Assignment


COURSE CONTENT



2 What is a 360 degree ad? Analyzing and examining successful examples. Presentation

103

3 Developing creative strategy. Examination of global and local examples, analyze results of

these strategies. Presentation

4 What is above-the-line? Review of examples. Students begin to work on launching a

campaign for an existing brand. Presentation

5 The examination of below-the-line advertising materials, progress in preparations for their

own projects in line with the campaing strategy, brainstorming.

Presentation, The

Project Evaluation

6 Analyze of the effects of visual production processes in advertising with examples as a step to

develop building the visual basis of their own projects.

Presentation, The

Project Evaluation

7 Introduction of visual materials used in advertising: Advertisement photography, graphic

design, layout, typography. Use of these materials in their own projects.

Presentation, The

Project Evaluation

8 Introduction of digital media in advertising with examples: Students apply to their own

projects.

Presentation, The

Project Evaluation

9 Midterm project: 1-Presentation of creative strategy 2-Presentation of visual strategy 3-

Presentation of above-the-line parts of the campaign.

Presentation, The

Project Evaluation

10 New media use in the market. Examples. Developing ideas in Guerilla Marketing, event

design, social media use, video mapping, etc. for their own projects and applying them.

Presentation, The

Project Evaluation

11 Developing advertising film in line with their creative strategy, and applying to their own

projects.

Presentation, The

Project Evaluation

12 Developing and implementing projects. Project Evaluation

13 Developing and implementing projects.

14 Final Project presentation.

RECOMMENDED SOURCES

Textbook Roberts, Kevin, Lovemarks; Hudson, Thames, Creative Advertising.


http://creativity-online.com/

http://adage.com/

http://www.adweek.com/adfreak

http://theinspirationroom.com/daily/

MATERIAL SHARING

Documents www.adsoftheworld.com – https://www.luerzersarchive.com/

Assignments

Exams

ASSESSMENT


Mid-terms 1 20

http://creativity-online.com/

http://www.adsoftheworld.com/

104

Assignments 2 40

Final 1 40

Total 100



Total 100



No Program Learning Outcomes

Contribution

1 2 3 4 5


ability. X







application. X

8 Is well-informed about all marketing communications elements (advertisement, public relations, direct

sale, etc.) and e-communication.

X






105






(Hour)

Total

Workload

(Hour)



Mid-terms 1 3 3


Total Work Load 133



106

COURSE INFORMATON


CULTURAL STUDIES COMM 401 7 3+0 3 5

Prerequisites COMM 202 Media Analyses




Course Coordinator

Instructors Prof. Billur Ülger, PhD.; Assist. Prof. Lale Han Öcal, PhD.

Assistants

Goals

This course introduces the development of cultural studies as an approach to communication studies by considering the American pragmatists, the German Frankfurt School of Critical Theory and the British Cultural Studies from the early work of Richard Hoggart and Raymond Williams to the more contemporary work of the Birmingham School of Cultural Studies. The emphasis is on the analysis of the texts-television, advertising, newspapers, magazines, fashion, architecture, etc. that intersect with and shape our understanding of everyday life.

Content

This course requires serious readings of the given texts since the course is a survey in cultural studies. Furthermore we need to become familiar with this recent inter-disciplinary field of studies that covers major body of thoughts of the 20th and 21st century from Frankfurt School to multicultural studies of most recent writings.


Learning

Outcomes

Teaching

Methods Assessment

Methods

1) Evaluates the culture definition with historical, economical, political and social

contexts. 2,3,7,8 1,2 A,C

2) Establishes a connection with media, culture, politics and ideology. 3,6,12 1,2 A,C

3) Determines how the media texts are interpreted by the receivers. 1,5,7,12,16 1,2 A,C

4) Classifies the basic academicals and academicians on the field of media and cultural studies.

2,3,8,11,15 1,2 A,C

5) Identifies and questions the relationship between popular culture texts and political and economical patterns.

3,4,8,9,16 1,2 A,C

6) Using analytical and critical approaches based on culture, analyzes, compares, evaluates the media and lays out creative texts.

3,4,8,9,16 1,2 A,C



107

COURSE CONTENT


1 Course policy and requirements. Culture and Cultural Studies An Introduction to Cultural Studies.

2 The parameters of Cultural Studies, key concepts, the intellectual strands of cultural studies, questions of methodology.

Read: Barker, pp. 1-38.

3 Questions of Culture and Ideology: Culturalism, High Culture/Low Culture, Culture and the Social Formation, ideology & Hegemony

Read: Barker, pp. 39-73

4 Culture, Meaning Knowledge: The Linguistic Turn in Cultural Studies: Semiotics, Mythology, Différance, Discourse

Read: Barker, 75-110. Hand in: Family History

5 Biology, Evolution and Culture: Reductionism and Complexity Body, Culture, Emotion


6 The Changing Context of Cultural Studies: A New World Disorder?

Read: Barker, 139-175.

7 Culture and Post-Modernism Read: Barker, pp. 177-

211.

8 Midterm Exam

9 Issues of Subjectivity and Identity: The fracturing of identity, agency and the politics of identity, the concept of agency.


10 Ethnicity, Race and Nation Read: Barker, pp. 246-278.

11 Sex, Subjectivity and Representation: Feminism and Cultural Studies Read: Barker, pp. 280-314

12 Television, Texts and Audiences: Television as a Text, Television Audiences Read: Barker, pp. 315-345

13 Digital Media Culture: Digital Media, cyberspace and democracy, computer gaming, convergence.

Read: Barker, pp. 346-371

14 Cultural Space and Urban Place: Space and place in contemporary theory, political economy and the global city, the postmodern city, the city as a text.

Read: Barker, pp. 373-405 Hand in: Popular Culture Textual Analysis Presentation: Popular Culture Textual

Analysis

15 Cultural Politics and Cultural Policy

Read: Barker, pp. 440-473. Presentation: Popular

Culture Textual Analysis

RECOMMENDED SOURCES

Textbook

Required readings:

- Chris Barker (2011). Cultural Studies: Theory and Practice, London: Sage Pub. 4th Edition.

- Excerpts and articles edited by your instructor.

- It would be useful if you could find the following journals:

- Toplum ve Bilim, Kültürel Çalışmalar Special Issue, Fall 2002, Vol. 94, İstanbul: Birikim Yay.

- Toplumbilim, Kültürel Çalışmalar Special Issue, 2001, Vol. 14, İstanbul: Bağlam Yay.

- Doğu Batı, Popüler Kültür, 2004, Mayıs, Haizran, Temmuz Vol.15, Ankara: Doğu Batı

Yayınları, 2.baskı. (1.Baskı Mayıs 2001)

108


Fiction books:

- Yaşar Kemal, Fırat Suyu Kan Akıyor Baksana, İstanbul: Adam Yay., 1997.

- Ahmet Hamdi Tanpınar, Saatleri Ayarlama Enstitüsü, İstanbul: YKY, 2001.

- Ahmet Hamdi Tanpınar, Huzur, İstanbul: YKY, 2002.

- Suat Derviş, Hiçbiri, İstanbul: Doğan Kitap, 2004.

- Nahid Sırrı Örik, Sultan Hamid Düşerken, İstanbul: Oğlak Yay., 2006.

- Refik Halid Karay, Sürgün, İnkılâp Kitabevi, 2010.

Screenings:

- The Merchants of Cool. dir. Barak Goodman, 2001.

- The Century of the Self. dir. Adam Curtis, 2007.

- and selected material from the Media Education Series.

Recommended readings:

- Theodor W Adorno, The Culture Industry: Selected essays on mass culture, ed & intro by J. M. Bernstein, London: Routledge, 1996, c: 1991

- Stuart Hall, Culture Media Language,

- Douglas Kellner, Media Culture, London & New York: Routledge, 1998 c: 1995

- Hamid Naficy, (ed), Home, Exile, Homeland: Film, Media, and the Politics of Place, New

York, London: Routledge, 1999.

- Also see John Lechte, Fifty Key Thinkers: From structuralism to postmodernity, London &

New York: Routledge, 1994 as a refrence book.

- Tim O’Sullivan et. al. Key Concepts in Communication and Cultural Studies, London &

New York: Routledge, 1994 as a refrence book

Recommended readings in Turkish:

- Slater, Phil (1998), Frankfurt Okulu: Kökeni ve Önemi, çev. Ahmet Özden, İstanbul: Kabalcı

Yayınevi,

- Gans, Herbert J. (2005), Popüler Kültür ve Yüksek Kültür, çev. Emine Onaran İncirlioğlu,

İstanbul: YKY,

- Williams, Raymond (1993), Kültür, çev. Suavi Aydın, Ankara: İmge Kitabevi,

- Kandiyoti, Deniz ve Saktanber, Ayşe (2003), Kültür Fragmanları: Türkiye’de Gündelik

Hayat, Metis yayınları.

- Kejanlıoğlu, Beybin D. (2005), Frankfurt Okulu'nun Eleştirel Bir Uğrağı: İletişim ve Medya,

Ankara: Bilim ve Sanat yayınları.

MATERIAL SHARING

Documents Screenings: Documentaries, Articles: Course reader, Book: Knowledge Centre.

Assignments

1. In the fourth week you should come to the class with your family history of migration and inhabitation of the metropolis.

The road map of your family’s mobility

Rituals and ceremonies (birth, death, marriage, spring time etc.)

Food culture

Specific songs, folk tales, traditional poetry, games

2. As the term project you can choose either of the following projects:

A. You will try to explore the roots of American culture’s influence on Turkish daily life and culture through the Television shows such as Bonanza, Star Trek, Fugitive, Little

House on the Prairie, Bewitched, McMillan & Wife, Lieutenant Colombo, Mork & Mindy, Dallas, Streets of San Francisco, Love Boat, Charlie’s Angels, Flamingo Road, The Saint, Magnum, Rich Man Poor Man, Mission Impossible, The White Shadow, Falcon Crest, Lassie, The Man From Atlantis, Cosby Show, Knight Rider, MacGyver, etc. and many soap operas which started to broadcast in Turkey in 1970s and 1980s. The Turkish Radio Television Institution (TRT/Governmental TV and radio stations in general) was established in 1964 and started to broadcast the American TV shows in early 1970s. These shows served to the Turkish public in several ways besides

entertaining them; one of the major “contributions” of them being the introduction of different concepts, objects, commodities, life styles and a different way of understanding the world, i.e. a different culture. In terms of covering such aspects you need to carry out interviews and write an analytical evaluation on your findings thorough the cultural

109

criticism approaches. (Title of the research will be “America in my Living Room”). B. You need to come to the class with your prepared and well-drawn notes on your

preferred discussion topic, which could be any kind of popular cultural practice, production or market related topic (ie. productions and products of popular culture such as, “current tendencies in Turkish rock music scene” or “radio practices and experiences of late 90s in Turkey”). You need to do a survey study and enrich your report with your questions and criticism.

Exams Open book, discussion based exams.

ASSESSMENT


Mid-terms 1 50

Presentation 1 10

Assignment 2 40

Total 100



Total 100




1 2 3 4 5


X


X


X


X


X


X


X


X


X


X


X

110


X


X


X


X


X



Total Workload

(Hour)



Mid-terms 1 6 6

Presentation 1 3 3

Assignment 2 4 8


Total Work Load 125



111

COURSE INFORMATON


ADVERTISING PHOTOGRAPHY ADV 411 7 2+2 3 7

Prerequisites -




Course Coordinator

Instructors Lecturer Sevil Çörekçi

Assistants

Goals

To have basic knowledge of advertising photography and to know the techniques and methods of production of advertising photographs; to develop projects in the light of this information and to do studio and outdoor applications; to be able to solve problems in the field of advertising

photography; to be able to make photographic applications in the light of design principles for different usage areas.

Content

Basic photographic design information; Technical applications on solution of problems in

designing advertising photography; Developing photographic skills in outdoor and studio environments in more specialized areas such as portrait photography, documentary photography, fashion photography, art photography, commercial photography (space, food, textile)

Learning Outcomes

Course’s

Contribution to

Program

Teaching

Methods

Assessment

Methods

1) Knowledge of basic concepts on advertising photography and

photographics. 2,4,5,6,10,12,14 1,16 C

2) Understanding on the features of ad photo. 2,4,5,6,10,12,14 1,2,6 A,C

3) Able to use photo studio materials. 4, 10,12,14 1,2,6,16 A,C

4) Able to use light in special shooting. 4, 10,12,14 1,2,6,16 A,C

5) Able to shoot indoor and outdoor. 2,4,5,6,10,12,14 1,2,6,16 A,C



112

COURSE CONTENT


1 Introduction, meeting with the students, speaking about the course content and informing the

students

2 Giving basic information about advertising photography, questioning artistic photography and

commercial photography concepts Presentation

3 Editing for commercial photos. Examination of samples from studio and outdoor shootings Photo Camera

4 Outdoor advertising photo design and applications Photo Camera

5 Studio use in advertising photo. Studio

6 Introduction of studio equipment Studio

7 Working with studio lights and combining different light sources Studio

8 Midterm Exam

9 Subject selection for final project

10 Weekly planning of shoots

11 Weekly evaluation of shoots

12 Evaluations on work

13 Evaluations on work

14 Final presentation and exhibition preparations

RECOMMENDED SOURCES

Textbook Advertising Photography: A Straightforward Guide to a Complex Industry, Lou Lesko, Bobbi Lane


http://ahmetonergezgin.com.tr/grafik-fotografi-iliskisi/

http://www.commarts.com/

http://www.shutterstock.com/blog/10-design-and-photography-books-you-should-read-today

MATERIAL SHARING

Documents

https://www.luerzersarchive.com/ http://www.oneclub.org/.

Assignments Indoor, outdoor and studio shootings

Exams Project evaluation

ASSESSMENT


http://ahmetonergezgin.com.tr/grafik-fotografi-iliskisi/

http://www.commarts.com/

http://www.shutterstock.com/blog/10-design-and-photography-books-you-should-read-today

https://www.luerzersarchive.com/

113

Mid-terms 1 50

Assignments 2 20

Final 1 30

Total 100



Total 100




1 2 3 4 5


ability. X


X


X



X


X

7

Becomes aware of the importance of communication, marketing and advertising theories in terms of

application. X

8

Is well-informed about all marketing communications elements (advertisement, public relations, direct

sale, etc.) and e-communication. X


X


X


X


X


X


X


X

114




(Hour)

Total

Workload

(Hour)



Mid-terms 1 3 3

Homework 3 5 15


Total Work Load 181



115

COURSE INFORMATON

Course Title Code Semester T+P

Hour Credits ECTS

ADVERTISING CAMPAIGN MANAGEMENT AND AGENCY OPERATIONS

ADV431 7 2+2 3 7

Prerequisites -




Course Coordinator


Assistants

Goals

The aim of this course is to teach strategic thinking skills for preparing advertising campaigns in line with the marketing objectives and corporate mission. Teaching students to design a

marketing approach and its communication and how to allocate and make use of agency resources to help client attain the communication objective is aimed by this course.

Content

A fundamental understanding of marketing approach and its strategic operations to sustain

brand growth; Comprehension of advertising and and provide the most affective campaign; Capability of using all media in tandem to achieve the advertising objective; Understanding the brand concept; Practice preparing a campaign and design and organize the operatives in an ad agency and other communication partners in teams.


Outcomes Teaching

Methods

Assessment

Methods

1) Comprehends ad campaign management. 1,2,3,4,6,8,9,10,11,12,13,

14

1,2,6,12,16 A,C

2) Produces consistent visual and verbal advertising. 4,6,8,9,10,11,12,13,

14,15,16 1,2,6,12,16

A,C

3) Becomes skilled in agency management. 1,2,3,4,6, 9,10,11,12,13,

14,15 1,2,6,12,16

A,C

4) Becomes competent at using media technologies for advertising production. 1,2,3,4,6, 9,10,11,12,13,

14,15 1,2,6,12,16

A,C

5) Identifies the areas of advetising where he/she is efficient at and prepares

portfolio.

4,6,8,9,10,11,12,13,

14,15,16

1,2,6,12,16

A,C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 6: Case Study, 12: Groupwork, 16: Oral Exam


116

COURSE CONTENT


1 Introduction and terminology

2 Corporate mission, vision and basic outline of marketing.

3 Marketing trends, consumers, channel strategies

4 Study on consumer behavior. Determining the research and marketing objective.

5 Agency management and the evaluation of the work done.

6 Developing strategic operations.

7 Midterm exam

8 Agency-Client Relationship

9 Working with creatives and brand executives. Evaluation of the ongoing work.

10 Media buying, media functions of communication partners

11 Media buying, media functions of communication partners

12 Student’s presentations



RECOMMENDED SOURCES

Textbook Moriarty, Mitchell and Wells., Advertising Principles and Practice.,Pearson Books, UK.


Kotler, Phillip., Marketing, Pearson Books, UK; Keller, Werner., New Strategic Brand Management., Pearson Books, USA,. Roberts, Kevin.,Aşk Markaları. MedyaCat Kitapları, website. Brandchannel, AdFreak, slideshare, wowmarketing,

Advertising and Branding, Magazines: AdWeek, MedyaCat, Advertising Age.

MATERIAL SHARING

Documents

Assignments

Exams Mid-term and final exam

ASSESSMENT


117

Mid-term 1 40

Assignment 1 35

Workshop participation

25

Total 100



Total 100

COURSE CATEGORY Expertise/Field Courses



1 2 3 4 5

1 Achives the knowledge of basic research. Methods in social siciences and the analytical thinking ability.

X

2 Defines different types of advertising

X

3 Takes part in diterdisciplinary practices.

X

4 Achieves the ability to apply his/her communication, advertising and marketing knowledge.

X

5 Becomes aware of linguisticelements in advertisements.

X


X

7 Becomes aware of the importance of communication, marketing, advertising theories in terms of

application. X

8 Is well-informed about all marketing communications elements (advertising, public relations, direct sale etc.) and e-communication.

X

9 Applies his/her knowledge in the social sicences field into the advertising practice X

10 Designs proper advertisement in various media. X

11 Is aware of the importance of new media in advertising design and communication. X

12 Uses his / her own creativity in the advertising field consciously. X

13 Is aware of consumer buying behaviour. X

14 Follows innovations in the advertising field. X

15 Is aware of ethics in communications field. X



118


Total Workload

(Hour)


Hours for workshops off,class research 12 1 12

Mid-term 1 36 36

Assignment 1 25 25


Total Work Load 177



119

COURSE INFORMATON

Course Title Code Semester T + P + L Hour Credits ECTS

POLITICAL CAMPAIGN MANAGEMENT COMM 432 8 2+2 3 5

Prerequisites COMM 202 Media Analyses


Course Level Bachelor’s Degree


Course Coordinator

Instructors Prof. Dr. Recep Mahmut Oktay, PhD.; Assist. Prof. Özlem Akkaya, PhD.

Assistants

Goals

The aim of this course is to bring students skills for evaluating and adopting a critical approach to political campaigning strategies and tactics and for developing effective political campaigning strategies.

Content

The course covers the following topics: the definition and history of political communication, political actors’ roles, political communication theories, the relation between media, public opinion and democracy, new approaches to political campaigning, political advertising, and the relation between new communication technologies and politics.

Learning Outcomes Program Outcomes Teaching Methods Assessment Methods

1) Students learn main theories about political communication.

2,3,7,8 1,2,6,15,16 A,C

2) Students develop knowledge about the interaction between media, public opinion, and democracy and analyze it critically.

3,6,12 1,2,6,15,16 A,C

3) Students effectively follow and critically approach to political communication studies and research.

1,5,7,12,16 1,2,6,15,16 A,C

4) Students comprehend and analyze the connections between new communication technologies and politics.

2,3,8,11,15 1,2,6,15,16 A,C

5) Students gain skills for developing effective political campaigning strategies in the classroom environment.

3,4,8,9,16 1,2,6,15,16 A,C

Teaching Methods: 1: Lecture; 2: Interactive Lecture, 6: Case Study, 15: Assignment, 16: Oral Exam


COURSE CONTENT


120

1 Introduction

2 An overview of political communication: definition and historical development

3 An overview of political communication: definition and historical development

4 Political actors

5 Political communication theories

6 Political communication theories

7 The relation between media, public opinion, and politics

8 Midterm

9 New approaches to political campaigning

10 Political advertising

11 New communication technologies and politics

12 Project presentation

13 Project presentation

14 General review & discussion

RECOMMENDED SOURCES

Textbook

Aziz, A. (2010). Siyasal iletişim. 3. Baskı. İstanbul: Nobel Yayınevi. Devran, Y. (2004). Mesaj, strateji ve taktikler: siyasal kampanya yönetimi. İstanbul: Odak

İletişim. McNair, B. (2011). An introduction to political communication (5th edition). New York:

Routledge. Negrine, R. & Stanyer, J. (Eds.) (2007). The political communication reader. New York:

Routledge.


TASAM Political Communication Institute’s web page: http://www.siyasaliletisim.org/ National dailies, political parties’ web sites, and political parties and actors’ social media accounts

MATERIAL SHARING

Documents

Assignments Political Campaigning Group Project Presentation and Report

Exams Midterm and final

ASSESSMENT


Mid-terms 1 40

Assignments 1 30

121

Attendance 1 30

Total 100



Total 100

COURSE CATEGORY Support Course



1 2 3 4 5

1 Achives the knowledge of basic research. Methods in social siciences and the analytical thinking ability.

X

2 Defines different types of advertising X

3 Takes part in diterdisciplinary practices.

X

4 Achieves the ability to apply his/her communication, advertising and marketing knowledge.

X

5 Becomes aware of linguisticelements in advertisements.

X


X

7 Becomes aware of the importance of communication, marketing, advertising theories in terms of application.

X

8 Is well-informed about all marketing communications elements (advertising, public relations, direct sale etc.) and e-communication.

X

9 Applies his/her knowledge in the social sicences field into the advertising practice X

10 Designs proper advertisement in various media. X

11 Is aware of the importance of new media in advertising design and communication. X

12 Uses his / her own creativity in the advertising field consciously. X

13 Is aware of consumer buying behaviour. X

14 Follows innovations in the advertising field. X

15 Is aware of ethics in communications field. X




Total Workload

122

(Hour)



Mid-terms 1 10 10

Assignments 1 10 10


Total Work Load 131



123

COURSE INFORMATON


CASE STUDIES IN ADVERTISING ADV 412 8 2+2 3 7

Prerequisites -




Course Coordinator

Instructors Prof. Recep Mahmut Oktay, PhD; Prof. Billur Ülger, PhD; Assist. Prof. Gülşah Aydın, PhD

Assistants -

Goals Applying theories and practices of advertising through case studies.

Content Advertising case studies in education, food and drink, fashion and beauty, charity, social media, finance green and ethical issues, travel, health and pharmaceutical, sports and retail.


Contribution to

Program

Teaching

Methods Assessment

Methods

Solve advertising case studies for strategic decision making in organizations. 2,4,6,8,9,11,15,16 1, 2, 6, 16 A, C

Analyses the contemporary practices in advertising as case studies. 8,9,11,15,16 1, 2, 6, 16 A, C

Reinforces the theories in advertising through case studies. 2,4,6,8,16 1, 2, 6, 16 A, C

Gains the capability of solving case studies. 8,9,11,15,16 1, 2, 6, 16 A, C

Reinforces his/her theoretical and practical knowledge through case studies. 2,4,6,8,9,11,15,16 1, 2, 6, 16 A, C



COURSE CONTENT


1 Introduction

2 How to solve a case study

3 Case study: Education

4 Case study: Food and Drink

5 Case study: Fashion and Beauty

124

6 Case study: Charity

7 Midterm

8 Case study: Social media

9 Case study: Finance

10 Case study: Green and ethical

11 Case study: Travel

12 Case study: Health and pharmaceutical

13 Case study: Sports

14 Case study: Retail

-

RECOMMENDED SOURCES

Textbook Greenland S., Bainbridge J., Galloway C. and Gill R.-(2012). Strategic communication: Cases in marketing, public relations, advertising and media-Perarson


MATERIAL SHARING

Documents

http://www.warc.com/Pages/CaseStudies/CaseFinder.aspx http://www.afaqs.com/case-studies/index.html?category=advertising https://www.theguardian.com/advertising/case-studies

Assignments

Exams

ASSESSMENT


Mid-terms 1 50

Presentations 2 20

Final Exam 1 30

Total 100



Total 100

http://www.warc.com/Pages/CaseStudies/CaseFinder.aspx

http://www.afaqs.com/case-studies/index.html?category=advertising

https://www.theguardian.com/advertising/case-studies

125




1 2 3 4 5


X




X



7 Becomes aware of the importance of communication, marketing and advertising

theories in terms of application. X


X











Total

Workload (Hour)



Mid-terms 1 3 3

Homework 3 5 15


Total Work Load 181



126

COURSE INFORMATON


PRODUCTION TECHNICS IN ADVERTISING ADV 472 8 2+2 3 7

Prerequisites -




Course Coordinator


Assistants

Goals

To increase the knowledge and skills of students on advertising in different media; To ensure that they have knowledge of design and implementation rules in contemporary advertising tools, such

as underline (POP, stand, space dressing, etc.) and on-line (TV, Radio, Press Advertisement, Digital Media etc.)

Content

Analysis of project examples for design and implementation in different media; printed materials,

commercial film production, photo production, three-dimensional applications, digital media, etc. in the advertising industry. Understanding of market production conditions and company visits; Implementation of information learned about the technical basis of advertising materials.


Program

Teaching

Methods Assessment

Methods

1. Learn production techniques using different materials in line with advertising campaign principles.

2,4,5,6,9,10,11,12,14 1,2,6 A,C

2. Learn using various materials in two and three dimensions creatively.

2,4,5,6,9,10,11,12,14 1,6,16 A,C

3. Manage production process of new digital image and print technologies.

2,4,6,9,10,11,12,14 2,6 A,C

4. Understand the post-design relationships and the production process in the advertising sector.

2,3,4,5,6,9,10,11,12,14,15 1,2,6,16

A,C

5. Gained information about production technologies. 2,4,6,9,10,11,12,14

1,2,6 A,C



COURSE CONTENT


1 Introduction

127

2 Introduction to general concept of advertising media with application examples Presentation

3 Analysis of design and layout of printed material using examples Presentation

4 Corporate visit regarding to printing and digital print technologies

5 Learning about special cutting tool, packaging and other below the line materials Presentation

6 2D design and application for below the line materials Application

7 3D design and application for below the line materials Application

8 Above the line media: corporate visit regarding to use of TV, radio and press

9 TV Commercial production process

10 Digital Commercial production process

11 Corporate visit to commercial photography studio

12 Implementation of advertising idea in selected media (five different) as the final project

13 Project implementation and control Application

14 Project handover

RECOMMENDED SOURCES

Textbook The Point of Purchase Design Annual, No.9 Best POP Design


MATERIAL SHARING

Documents

Assignments

Exams

ASSESSMENT


Mid-terms 1 20

Assignments 2 40

Final 1 40

Total 100


128


Total 100




1 2 3 4 5


X



4 Achieves the ability to apply his/her communication, advertisement and marketing

knowledge. X




X


X











Total Workload

(Hour)



Mid-terms 1

3

3

Homework 3 5 15


129

Total Work Load 165



130

COURSE INFORMATON


GRADUATION PROJECT ADV 492 8 2+4 4 6

Prerequisites -




Course Coordinator

Instructors Prof Dr. Recep Mahmut Oktay, PhD; Prof. Dr. Billur Ülger, PhD; Assist. Prof. Gülşah Aydın, PhD; Sevil Çörekçi; Ceylan Yener

Assistants

Goals

Developing the understanding of the content and organization of a manuscript with regard to the fields of advertising, marketing, and marketing communications; Becoming expert with issues and ideas for manuscript submission; Acquiring the skills to engage more comprehensively with

writing style

Content

Conducting close readings of theoretical texts; Working to connect those texts to the practices of advertising, marketing, and marketing communications; Expressing ideas complying with the

rules for the preparation of a manuscript

Learning Outcomes

Course’s

Contribution to

Program


Methods

1) Demonstrates critical reading and analytical skills. 8, 13, 14

1, 15 A,C

2) Demonstrates research skills and applies the convention of citation correctly.

1, 3, 15 2, 7, 8 A,C

3) Gathers relevant information that has been paraphrased from multiple sources.

1, 2, 3, 4, 5, 6, 7, 8 15, 17 A,C

4) Supports his/her idea with information from general and academic sources.

1, 2, 3, 4, 5, 6, 7, 8 17 A,C

5) Revises and edits his/her own writing for appropriateness. 15, 16

15 A,C

Teaching Methods: 1: Lecture, 2: Interactive Lecture, 7: Brainstorming, 8: Pairwork, 15: Assignment, 17: Survey/Questionnaire

Assessment Methods: A: Testing (Presentation for Defense), C: Homework

COURSE CONTENT


131

1 Selecting the Thesis Topic Related to the Fields of Advertising, Marketing, and Marketing Communications in Consultation with an Advisor

2 Initial Literature Revew and Identification of a Specific Research Question to Pursue

3 Writing a Formal Thesis Proposal: Establishing a Summary of Existing Research Related to the Question, a Statement of the Problem, and the Purpose of the Study

4 Writing a Formal Thesis Proposal continues: Outlining and Describing an Appropriate Research Design to Test the Hypothesis/Hypotheses

5 Text Analysis and Redrafting/Editing Work

6 Presenting the Proposal for Approval from the Thesis Committee

7 Discussion on Content Development and Fluency

8 Peer Editing: Reading and Giving Extensive Feedback to Each Other’s Text

9 Peer Editing: Reading and Giving Extensive Feedback to Each Other’s Text continues

10 Peer Editing: Reading and Giving Extensive Feedback to Each Other’s Text continues

11 Group Editing: Discussing and Editing Student Texts that are Projected on a Screen in Front of the Class

12 Group Editing: Discussing and Editing Student Texts that are Projected on a Screen in Front

of the Class continues

13 Submitting Drafts of the Final Written Thesis Document to the Thesis Advisor for Comments

14 Scheduling the Presentations for Defense in front of the Thesis Committee and Final Discussion on Graduation Project.

RECOMMENDED SOURCES

Textbook Day, Robert A. & Gastel, Barbara. How to Write and Publish a Scientific Paper, Greenwood, New York, 2011.

Additional Resources Publication Manual of the American Psychological Association, 6th Edition, 2009. Silvia, Paul, How to Write a Lot: A Practical Guide to Productive Academic Writing, APA, New York, 2007.

MATERIAL SHARING

Documents

Assignments

Exams

ASSESSMENT


Discussion 12 20

Presentation 1 20

132

Editing 5 30

Assignment 10 30

Total 100



Total 100




1 2 3 4 5


X


X


X


X


X


X


X


X




X


X


X


X


X


X



Total Workload

(Hour)

133



Assignment 3 1 3

Final examination (Submission of the Manuscript and Presentation for Defense) 1 1 1

Total Work Load 160



134

Degree / Level Attained:

This department is subject to the first – cycle degree programme which amounts to 240 ECTS credits

in the field of Advertising Design and Communication in higher education.

When the programme is successfully completed and all programme qualifications are provided, a

bachelor's degree in Advertising Design and Communication is attained

Conditions of Acceptance:

The student who wants to register for this programme has to complete the processes / pass the exams

which are set by OSYM (Measurement, Selection and Placement Center of Turkey) within the

academic and legal framework of Yeditepe University. A student who is already studying in an

equivalent programme in Turkey, or abroad is able to apply for an undergraduate transfer.

Acceptance of students is examined before the semester starts, considering the conditions of each

student and the degree to which they apply. There is more information available in Corporate

Promotion Catalog about the entry requirements. Students who come from abroad can take courses

taught in English in the context of student exchange programs approved by the University and

bounded by an agreement. Students who are proficient in Turkish language are also able to register

for Turkish classes which are indicated in the course schedule.

Employment Opportunities for Graduates:

Our graduates are able to find employment opportunities in advertising agencies, media planning

agencies, marketing and corporate communication departments of various companies, and they also

can head towards postgraduate academic studies.

Graduation Conditions:

The course follow-up chart of the student who completes the requirements for graduation and

provides the necessary credit condition is signed by the concerned advisor. It is checked and

approved by the authority of the department and sent to the faculty board to be consulted. With the

decision taken there, the graduation of the student becomes official.

Students who have completed associate degree or undergraduate education must have a GPA at least

2.00 in order to graduate.

Graduation grade average is calculated over 4.00; all the courses joined are taken into account while

this average is calculated. Students who complete their education in 9 semester or less without any FF

grade and disciplinary penalty receive a “High Honor Certificate” if their cumulative grade point average

is 3.50 or more. Students who have the same qualifications with CPGA between 3.00 and 3.49

deserve their names to be written on the Honor Roll.

External or undergraduate transfer students must have no FF grade, no disciplinary punishment; they

also have to take courses worth at least 72 credits in Yeditepe University in order to be taken to the

honor or high honor list.

Students who successfully complete the education in the program are given a diploma. Titles to be

included in the diplomas are determined by the Senate decision. The diplomas given at the end of

undergraduate education are signed by the dean, or the college director and the rector; the diplomas

given at the end of associate degree education are signed by the vocational college director and the

rector.

Students in the Honor Roll are given a special document (certificate) with the diploma.

135

Evaluation and Grading System

Mark Grade Factor

AA 90-100 4,00

BA 85-89 3,50

BB 80-84 3,00

CB 75-79 2,50

CC 70-74 2,00

DC 60-69 1,50

DD 50-59 1,00

FA Failed (Not having the right to take the final exam

because of absenteeism) 0.00

FF 49 and less (Failed in final exam) 0,00

Furthermore, abbreviations and explanations below, which are indicative of the situations of the

students, can be used in the transcripts.

I (Incomplete): It is given to students who cannot complete the course work due to their valid excuse.

These students have to complete the deficiencies required of I note till the end of next semester’s add-drop

week. Students who complete all the missing parts take grades that they deserve. If a student does not

complete the deficiencies, the grade turns FF automatically.

L (Leave): It is used for the students who are allowed according to regulation provisions.

NC (Non-Credit): It is used for the classes which have no credit.

ND (Non-Degree): It is used for the credited or non-credited classes which are not taken to graduate from

Yeditepe University. These are not included in the grade average.

P (Pass): It is given to students who are successful in the course which is not included in the grade average.

R (Repeat): It shows that the course is taken again by the same student.

136

RR (Repeat Resigned): It is used for the course which is taken to make the grade higher.

T (Transfer): It is given for the course which is internally or externally transferred from another

programme and approved by the board of directors. It is taken into account while the grade average is

calculated. On the other hand, courses transferred from foreign exchange programs are not included in the

grade average.

W (Withdrawal): After add-drop date of every year, within the time specified in the academic calendar, it

takes place with the advisor’s confirmation.

X (In Progress): It is given to the students who works on a thesis, project or similar studies.

SURVEYS APPLIED TO STUDENTS

Methods of accessing program outputs

It is determined to use the methods listed below while measuring the access to program outputs:

Course and lecturer assessment surveys

On the e-dönüşüm system used in our university, there is a survey of each course which is filled by the

students taking it.

137

CONTACT INFORMATION:

HEAD OF THE DEPARTMENT

Prof. Dr. Billur ULGER

Head of the department of Adversiting Design and Communication

Office: Communication Faculty Building: Room – 639

Phone: 0216 578 00 00 / 1087

[email protected]

ERASMUS COORDINATOR

Lec. Sıddıka Sevil COREKCI

Vice – Chairman of the department of Advertising Desing and Communication

Office: Communication Faculty Building: Room – 642

Phone: 0216-578 00 00 / 1732

[email protected]

ADDRESS:

Adres:

Yeditepe Universitesi, 26 Agustos Yerlesimi, Iletisim Fakultesi, Reklam Tasarimi ve Iletisimi

Bolumu

Inonu Mah. Kayisdagi Cad. 26 Agustos Yerlesimi 34755 Atasehir – Istanbul

DEPARTMENT SECRETARY

Merve Aydin

merve.aydı[email protected]

Phone: 0 216 578 00 00 / 3001

mailto:[email protected]



138