GRADUATE SCHOOL
Brand Communication
MI 563 | Course Introduction and Application Information
| Course Name |
Advertising Fundamentals
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MI 563
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
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| Course Language |
Turkish
|
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| Course Type |
Elective
|
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| Course Level |
Second Cycle
|
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| Mode of Delivery | Online | |||||
| Teaching Methods and Techniques of the Course | - | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The aim of the course is to introduce the main principles, practices and processes of advertising to the ones who are not familiar with the fundamentals of advertising. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | In this course, by addressing up-to-date case studies, historical background, basic definitions and approaches in the literature, the fundamentals of advertising will be discussed. The process of creating an ad will be experienced through writing a brief and creating advertising ideas in line with the brief. The projection of effectiveness of advertising in business will be experienced via case studies and existing research. |
|
|
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 | Introduction to the Course | |
| 2 | The notion of advertising (definitions and approaches) | Reklamcılığımızın ilk yüzyılı (Orhan Koloğlu), Reklam kuşakları (Haluk Sicimoğlu) Reklamcılığın geleceği (Joe Cappo), Eli Acıman (Nil Baransel), Reklam ve Reklamcılık (Müge Elden), Yeni Reklamcılık (Atilla Aksoy), Reklam Ustaları 1 (Müge Elden ve Uğur Bakır) Güçlü Markalar Yaratmak, (David A. Aaker.) Bu Topraklardan Dünya Markası Çıkar mı? (Güven Borça), WARC |
| 3 | The notion of advertising (definitions and approaches) | Reklamcılığın geleceği (Joe Cappo), Eli Acıman (Nil Baransel), Reklam ve Reklamcılık (Müge Elden), Yeni Reklamcılık (Atilla Aksoy), Reklam Ustaları 1 (Müge Elden ve Uğur Bakır) Güçlü Markalar Yaratmak, (David A. Aaker.) Bu Topraklardan Dünya Markası Çıkar mı? (Güven Borça), WARC |
| 4 | Effectiveness of advertising: Is it science or art? | Bir reklamcının itirafları (David Ogilvy), WARC, Örnek olaylar, Reklama rota çizmek (Belma Güneri Fırlar), Reklam nasıl işe yarar: Araştırmanın Rolü (John Philip Jones), Hesap Verebilen Reklam (Simon Broadbent), DAGMAR (Solomon Dutka), Makaleler (Stephen King) |
| 5 | Designing and analysing the advertising brief (Corporate objectives- business objectives- marketing objectives- communication objectives- advertising objectives) | Pazarlama Reçeteleri (Güven Borça), Bu Topraklardan Dünya Markası Çıkar mı? (Güven Borça), temelaksoy.com, Konumlandırma (Jack Trout ve Al Ries) Farklılaş ya da Öl (Jack Trout ve Steve Rivkin). |
| 6 | Designing and analysing creative brief (focusing on the consumer insight) | Basitlik Kanunları (John Maeda). temelaksoy.com, Brief (Kısa ve öz) (Joseph McCormack), Fikir nasıl bulunur? (Jack Foster), Yaratıcılık (John Hegarty), |
| 7 | Creating and designing advertising – Case study | WARC, Effie Kitapları, Biraz Cesaret (Nükhet Vardar), temelaksoy.com, MediaCat yayınlarından seçme mesleki kitaplar + MediaCat, Marketing Türkiye, Campaign Türkiye, BrandAge vb. dergiler + Çeşitli dönemlere ait reklam filmleri |
| 8 | Creating and designing advertising – Case study | WARC, Effie Kitapları, Biraz Cesaret (Nükhet Vardar), temelaksoy.com, MediaCat yayınlarından seçme mesleki kitaplar + MediaCat, Marketing Türkiye, Campaign Türkiye, BrandAge vb. dergiler + Çeşitli dönemlere ait reklam filmleri |
| 9 | Measuring advertising effectiveness – Case study | Reklama rota çizmek (Belma Güneri Fırlar), Reklam nasıl işe yarar: Araştırmanın Rolü (John Philip Jones), Hesap Verebilen Reklam (Simon Broadbent), DAGMAR (Solomon Dutka), WARC |
| 10 | Measuring advertising effectiveness – Case study | Reklama rota çizmek (Belma Güneri Fırlar), Reklam nasıl işe yarar: Araştırmanın Rolü (John Philip Jones), Hesap Verebilen Reklam (Simon Broadbent), DAGMAR (Solomon Dutka), WARC |
| 11 | Project cases | Case studies, WARC |
| 12 | Face to face meetings for projects - I | Case studies, WARC |
| 13 | Face to face meetings for projects – II | Case studies, WARC |
| 14 | Face to face meetings for projects – III | Case studies, WARC |
| 15 | Presentations and evaluations | |
| 16 | Presentations and evaluations |
| Course Notes/Textbooks | No required textbook. Instructor will provide weekly reading materials such as book chapters and articles, case studies, papers etc. |
| Suggested Readings/Materials | Reklamcılığımızın İlk Yüzyılı (Orhan Koloğlu), Reklam Kuşakları (Haluk Sicimoğlu) Reklamcılığın Geleceği (Joe Cappo), Eli Acıman (Nil Baransel), Reklam ve Reklamcılık (Müge Elden), Yeni Reklamcılık (Atilla Aksoy), Reklam Ustaları 1 (Müge Elden ve Uğur Bakır) Güçlü Markalar Yaratmak, (David A. Aaker.) Bu Topraklardan Dünya Markası Çıkar mı? (Güven Borça), WARC, Basitlik Kanunları (John Maeda). Brief (Kısa ve öz) (Joseph McCormack), Fikir nasıl bulunur? (Jack Foster), Yaratıcılık (John Hegarty), Effie Kitapları, Biraz Cesaret (Nükhet Vardar), Reklama Rota Çizmek (Belma Güneri Fırlar), Reklam Nasıl İşe Yarar: Araştırmanın Rolü (John Philip Jones), Hesap Verebilen Reklam (Simon Broadbent), DAGMAR (Solomon Dutka), MediaCat, Marketing Türkiye, Campaign Türkiye, BrandAge etc., Advertising films |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
15
|
| Presentation / Jury |
1
|
10
|
| Project |
1
|
40
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
25
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
4
|
60
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
| 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 |
12
|
1
|
12
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
20
|
20
|
| Presentation / Jury |
1
|
10
|
10
|
| Project |
1
|
30
|
30
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
30
|
30
|
| 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. |
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| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. |
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| 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. |
X | ||||
| 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. |
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| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. |
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| 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. |
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| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. |
X | ||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
