COPYWRITING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
RTI201	COPYWRITING	3	3	3	6

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of the course is to explain to students the structure and basis of communication in the direction of copywriting and to focus on copywriting studies.
Contents of the Course Unit:	The structure of text and advertising text, basic writing principles and techniques, text and advertising text types, advertising copywriting in print media, advertising copywriting in print media and case study, advertising copywriting in television. Advertising copywriting in television and case study, advertising copywriting in radio, advertising copywriting in radio and case study, advertising copywriting in outdoor advertising, advertising copywriting in internet advertising and case study, advertising copywriting in internet advertising, text types and authorship according to media in public relations and text types and authorship according to media in public relations, authorship and case study.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explains the basic features that a text should have.
Explains the structural features of the text.
Discusses the persuasion models used in text writing.
Explains product positioning with copywriting knowledge.
Defines the intended target audience in the text.
The student interprets advertisement texts with his/her technical and theoretical knowledge.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Literature review	Introduction, general information about the course: Aim, Content, Application, Evaluation, Explanation of Weekly Course Programme: Syllabus, Bibliography.	Lecture, Discussion
2	Literature review	Structure of the advertisement text. Basic writing principles and techniques	Lecture, Discussion
3	Literature review	Text and advertising text types	Lecture, Discussion
4	Literature review	Advertising copywriting in print media	Lecture, Discussion
5	Literature review	Advertising copywriting in print media and case study	Lecture, Discussion
6	Literature review	Advertising copywriting in television	Lecture, Discussion
7	Literature review	Advertising copywriting in television and case study	Lecture, Discussion
8	-	MID-TERM EXAM	-
9	Literature review	Advertising copywriting on radio	Lecture, Discussion
10	Literature review	Advertising copywriting in radio and case study	Lecture, Discussion
11	Literature review	Advertising copywriting in outdoor advertising	Lecture, Discussion
12	Literature review	Advertising copywriting in internet advertising and case study	Lecture, Discussion
13	Literature review	Advertising copywriting in internet advertising	Lecture, Discussion
14	Literature review	Text types and authorship according to media in public relations	Lecture, Discussion
15	Literature review	Text types, authorship and case studies according to the media in public relations	Lecture, Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Halkla İlişkiler Yazarlığı, Sevil Uzoğlu Baycu. Anadolu Üniversitesi.
Reklam Yazarlığı. Müge Elden. İletişim Yayınları.
Hikaye Tasarımı: Yeni Reklamlar Değil, Yeni Dünyalar Yaratın. Dajans 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	Alanında ileri düzeyde bilgilere sahiptir.						5

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam Tasarımı ve İletişimi alanındaki temel bilgileri disiplinler arası çalışmalarda kullanır.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	1-Alana ilişkin bilgileri çalışanlar ve ekip arkadaşlarına aktarabilme becerisine sahiptir.						5
2	-Karar, uygulama ve davranışlarında alana ilişkin edindiği bilgileri kullanmak suretiyle verileri yorumlayabilme, analiz edebilme, sorunları tanımlayabilme ve çözüm önerileri getirebilme becerisine sahiptir					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam kampanyası dahilinde iletişim programları yaratır						5

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Alana ilişkin konularda araştırma ve çalışma yapar.						5
2	Proje yürütücüsü ya da katılımcısı olarak proje hedeflerine uygun sorumluluk alır						5
3	Örgüt/Kurum için amaç ve hedef belirler.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Edindiği bilgi ve becerileri eleştirel olarak değerlendirir.						5
2	Öğrenme gereksiniminin sürekliliğini kavradığını gösterir.						5

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Alanı ile ilgili edindiği bilgi ve beceriler düzeyindeki düşüncelerini ve önerilerini ilgililere yazılı ve sözlü olarak aktarır.						5
2	Mesleki alanda paydaşlarla etkili iletişim kurar.					4
3	Alanının gerektirdiği en az Avrupa Bilgisayar Kullanma Lisansı İleri Düzeyinde bilgisayar yazılımı ile birlikte bilişim ve iletişim teknolojilerini kullanır.						5
4	Bir yabancı dili en az Avrupa Dil Portföyü B1 Genel Düzeyinde kullanarak alanındaki bilgileri izler ve meslektaşları ile iletişim kurar						5

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Örgüt/Kurum, iş ve toplumsal etik değerlere uygun davranır.						5
2	Örgütün/Kurumun paydaşlarıyla ilişkilerini analiz eder ve etkin biçimde yürütür.					4
3	Yenilikleri teşvik edebilme becerisine sahiptir.						5
4	Örgüte/kuruma ilişkin eleştirel düşünür.						5
5	Sosyal hakların evrenselliği, sosyal adalet, kalite ve kültürel değerler ile çevre koruma, iş sağlığı ve güvenliği konularında yeterli bilince sahiptir.						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	11	2	22
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	11	3	33
Assignment (Homework)	3	15	45
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	5	5
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	43	0	156