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 :	, 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	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	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				3

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

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Alana ilişkin konularda araştırma ve çalışma yapar.				3
2	Proje yürütücüsü ya da katılımcısı olarak proje hedeflerine uygun sorumluluk alır					4
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.					4
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.						5
3	Alanının gerektirdiği en az Avrupa Bilgisayar Kullanma Lisansı İleri Düzeyinde bilgisayar yazılımı ile birlikte bilişim ve iletişim teknolojilerini kullanır.				3
4	Bir yabancı dili en az Avrupa Dil Portföyü B1 Genel Düzeyinde kullanarak alanındaki bilgileri izler ve meslektaşları ile iletişim kurar				3

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.				3
2	Örgütün/Kurumun paydaşlarıyla ilişkilerini analiz eder ve etkin biçimde yürütür.					4
3	Yenilikleri teşvik edebilme becerisine sahiptir.					4
4	Örgüte/kuruma ilişkin eleştirel düşünür.					4
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	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