CREATIVITY IN ADVERTISING I PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
RTI301	CREATIVITY IN ADVERTISING I	5	3	3	7

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Prof. HÜSEYİN DİKME
Instructor(s) of the Course Unit	Assist.Prof. SEYRA KESTEL
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of the course is to enable students to apply persuasion techniques and creative strategies used in advertising to advertising ideas; In addition, it is to ensure that students can understand and use the basic terminology used by social science researchers.
Contents of the Course Unit:	Advertising campaign process (research, situation analysis, planning, implementation and evaluation), concepts of creativity and strategy in advertising, characteristics of creativity in advertising, creative strategies in advertising, concept of creative idea in advertising, its process and finding the idea, use of metaphor in creativity in advertising and examples of creative ideas in advertising campaigns. constitutes the content of this course.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Describes the creative strategy process in advertising.
Explains the concepts of competition analysis, target audience analysis, communication problem and communication target applied in campaign processes.
Etkili bir yaratıcı strateji geliştirerek bunu ikna teknikleri ile ilişkilendirir.
Analyzes advertising designs where creative strategies are applied.
It performs target audience analysis for trademarks and makes a common evaluation of all analyses.
Identifies the sources of strategic information (research and analysis) used in creative strategy

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Literature Review	Introduction, General information about the course: Purpose, Content, Application, Evaluation Explanation of the weekly course schedule: Syllabus References	Lecture, Question and answer method
2	Reading a book chapter on the subject	Advertising campaigns overview Advertising campaign process (research and situation analysis)	Lecture, Question and answer method
3	Examine examples on the subject	Advertising campaign process (planning and implementation)	Lecture, Question and answer method
4	Examine examples on the subject	Advertising campaign process (evaluation)	Lecture, Question and answer method
5	Reading a book chapter on the subject	Concepts of creativity and strategy in advertising	Lecture, Question and answer method
6	Reading a book chapter on the subject	Features of creativity in advertising	Lecture, Question and answer method
7	Examine examples on the subject	Reklamda yaratıcı stratejiler	Lecture, Question and answer method
8	-	MID-TERM EXAM	-
9	Reading a book chapter on the subject	Concept of creative idea in advertising	Lecture, Question and answer method
10	Examine examples on the subject	Finding creative ideas in advertising	Lecture, Question and answer method
11	Examine examples on the subject	Creative idea process in advertising	Lecture, Question and answer method
12	Examine visual and textual examples on the subject	Use of metaphor in creativity in advertising	Lecture, Question and answer method
13	Examine visual examples on the subject	Examples of creative ideas in advertising campaigns	Lecture, Question and answer method
14	Examine visual and textual examples on the subject	Examples of creative ideas in advertising campaigns	Lecture, Question and answer method
15	Examine visual and textual examples on the subject	Examples of creative ideas in advertising campaigns	Lecture, Question and answer method
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Foster, Jack (2019). Fikir Nasıl Bulunur?. MediaCat Kitapları.
Özkundakcı, Mehmet (2014). Üçü Bir Arada : Reklamcılığa Giriş, Medya Planlama, Kreatif Düşünce. İstanbul: Hayat Yayınları.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has advanced knowledge in the field.						5

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses the basic information in the field of Advertising in interdisciplinary studies.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has the ability to transfer the knowledge of the field to employees and teammates.						5
2	Has the ability interpret and analyze data, define problems and propose solutions using acquired information relating to the area by using the information in decisions, practices and behaviors.				3

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Creates communication programs within the advertising campaign.				3

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conducts research and studies on subjects related to the field.				3
2	Takes responsibility in accordance with the project objectives as a project manager or participant.					4
3	Sets the purpose and target for the organization / institution.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluates critically the acquired knowledge and skills.					4
2	Shows that he/she understands the continuity of the learning need.						5

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conveys his / her thoughts and suggestions at the level of knowledge and skills related to the field to those concerned in written and verbal form.						5
2	Communicates effectively with stakeholders in the professional field.						5
3	Uses information and communication technologies together with computer software at minimum advanced level of European Computer Driving License required by the field.				3
4	Follows the information in the field and communicates with colleagues by using a foreign language at least at the European Language Portfolio B1 General Level.				3

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Behaves in accordance with organization/institution, business and social ethical values.				3
2	Analyzes the relations of the organization/institution with its stakeholders and executes them effectively.					4
3	Has the ability to encourage innovations.					4
4	Thinks critically about the organization / institution.					4
5	Has sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.						5

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	13	5	65
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	12	5	60
Assignment (Homework)	0	0	0
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	1	7	7
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	6	6
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	43	0	182