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 :	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. İPEK IŞILAY
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	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.					4

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

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.						5
2	Takes responsibility in accordance with the project objectives as a project manager or participant.						5
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.						5
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.					4
3	Uses information and communication technologies together with computer software at minimum advanced level of European Computer Driving License required by the field.						5
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.						5

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.						5
2	Analyzes the relations of the organization/institution with its stakeholders and executes them effectively.					4
3	Has the ability to encourage innovations.						5
4	Thinks critically about the organization / institution.						5
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	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