GRADUATE SCHOOL
Brand Communication
MI 559 | Course Introduction and Application Information
| Course Name |
Writing Workshop in Brand Communication
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MI 559
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
Turkish
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
Second Cycle
|
|||||
| Mode of Delivery | face to face | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkCase StudyQ&ACritical feedbackSimulationLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The aim of this workshop course is improving copywriting ability by creating an in-class activities. The course topics are the importance of copywriting in brand communication, major principles and concepts of copywriting, approaches to effective copywriting. Examples will be given about printed press, outdoor advertising, TV commercials and radio spots, direct marketing, brochure and digital advertising. Moreover, the process of creating PR messages and the copywriting methods in PR/communication which are suitable for different communication mediums will be discussed. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | The course will enable students to understand and write texts in various formats used in corporate communication, public relations and advertising. Students will be introduced with the systems and methods of creative thinking for improving the writing skills. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Course overview | |
| 2 | Archetypes in brand communication | Kristal Elma TVC category winners - please visit www.kristalelma.org.tr |
| 3 | What is brief? Brief writing / in-class activity | Briefs to be read before coming to class will be shared |
| 4 | Writing in public relations: Press release | Konumlandırma AL Ries Jack Trout, 17-84 sf |
| 5 | Writing in public relations: Speech and crisis management | Konumlandırma AL Ries Jack Trout, 85-219 sf |
| 6 | Midterm | |
| 7 | Brainstorming and mind mapping technics / Disruption technic | Konumlandırma AL Ries Jack Trout, 221-254 sf |
| 8 | Writing in advertising: Press and outdoor | Müge Elden, Reklam Yazarlığı, 187-203 sf & 236-239 sf |
| 9 | Writing in advertising: Radio | Müge Elden, Reklam Yazarlığı, Yaratıcı süreç ve reklam metni yazımı, 101-106 sf |
| 10 | Writing in advertising: TV | Müge Elden, Reklam Yazarlığı, Yaratıcı süreç ve TV reklam metnini oluşturmak, 131-138 sf |
| 11 | Creative content writing for social media & final project brief | Kristal Elma Digital category winners - please visit www.kristalelma.org.tr |
| 12 | Creative content writing for social media & Final project group meetings | Preparations for project meetings |
| 13 | Final project group meetings | Preparations for project meetings |
| 14 | Final project presentations | |
| 15 | Review of the semester | |
| 16 | Review of the semester |
| Course Notes/Textbooks | Konumlandırma AL Ries Jack Trout 978-605458437634h ISBN: 978-6054584529 |
| Suggested Readings/Materials | Müge Elden, Reklam Yazarlığı, İletişim Yayınları, ISBN: 9789750514050
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
20
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury | ||
| Project |
1
|
30
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
30
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
4
|
100
|
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
10
|
2
|
20
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
12
|
12
|
| Presentation / Jury |
0
|
||
| Project |
1
|
35
|
35
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
35
|
35
|
| Final Exam |
0
|
||
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication. |
X | ||||
| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. |
|||||
| 3 | To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication. |
|||||
| 4 | To be able to evaluate strategies and solution methods developed in brand communication. |
X | ||||
| 5 | To be able to understand the basic principles of corporate communication management and gain the skills to apply them. |
|||||
| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. |
|||||
| 7 | To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders. |
X | ||||
| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. |
|||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. |
X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
