Improving creativity on marketing communications: Deconstruction and forming. It is aimed to strengthen the comprehension of the relations between the concepts such as the idea of an advertisement, heading, body text, brand, stopper sticker, re-watch value, pack shot etc. and practice in order to have experience on commercial movies, open-air ads and press releases.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Lecturer Özlem Malatyalıoğlu
Course Assistant(s)
Schedule
The course has not been opened this semester.
Office Hour(s)
The course has not been opened this semester.
Teaching Methods and Techniques
Defining, recording/saving, remembering, describing, expressing, interpreting, applying, using, dramatizing, practicing, making a calendar, making a rough draft, analyzing, testing, discussing, questioning, relating, solving, classifying, planning, designing, compiling, structuring, organizing, managing.
Principle Sources
- Babauta, Leo. Az Aslında Çoktur, İstanbul: Mediacat Yayınları, 2010.
- Goulston, Mark. İknanın Anahtarı, İstanbul: Mediacat Yayınları, 2010.
- Roam, Dan. Şekil ve Resimlerle Sorun Çözme ve İkna, İstanbul: Mediacat Yayınları, 2010.
- Kotler, Philip. 10 Ölümcül Pazarlama Günahı, İstanbul:MediaCat, 2005.
- Kotler, Philip. Kotler ve Pazarlama, İstanbul: Sistem Yayınları, 2000.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
IDEA, ADVERTISEMENT AND THE IDEA OF AN ADVERTISEMENT: Discussions on “What changes when going from a creative idea to the idea of an advertisement? Is it possible to strengthen a weak idea by turning it into an advertisement?” Studying samples of “Bad advertisement ideas”
Verbal lecture, Practice
2. Week
DOES THE AFFECT OF THE IDEA RISE WHEN THE IDEA ITSELF IS WEAKENING?: Briefing on minimalist narration techniques and discussion on preserving the effect of the idea as improving different narration tools. Studying samples of “Good advertisement ideas”.
Verbal lecture, Practice
3. Week
Project: New generation cold drink brand design
Verbal lecture, Practice
4. Week
Project: New generation cold drink brand design
Verbal lecture, Practice
5. Week
Project: New generation cold drink brand design
Verbal lecture, Practice
6. Week
Project: New generation cold drink brand design
Verbal lecture, Practice
7. Week
Midterm Exam
Midterm Exam
8. Week
What is media media (Ambient Media)? Definition. Investigation of its use in guerrilla advertising marketing and applications. Examination of the samples made
Practice
9. Week
Project
Practice
10. Week
Project
Practice
11. Week
Project
Practice
12. Week
Project
Practice
13. Week
Project
Practice
14. Week
Final Exam
Assesment
15. Week
Assesment
Assesment
16. Week
Assesment
Assesment
17. Week
Assesment
Assesment
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector.
PO-2
To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field.
PO-3
By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements.
PO-4
They will observe the technological, cultural and social improvements and will be able to practice these changes in the field.
PO-5
They will be able to analysis the subjects they read, perceived and understand.
PO-6
Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works.
PO-7
By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies.
PO-8
By improving their skills on management and leadership they will be able organize their time and sources effectively.
PO-9
They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy.
PO-10
Students will generate communication strategy in certain subjects and realize every related works.
PO-11
They will work creatively, freely and flexibly in their personal lines.
PO-12
Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways.
PO-13
During a relation with target group in a work they will be promoters who are encouraging the team work.
PO-14
Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time.
PO-15
They will improve solutions to problems in the communication process and able to use their initiatives.
Learning Outcomes
LO-1
Will be able to question his/her ability to design and solve a problem by working on various problems of marketing communications.
LO-2
Will be able to use the basic variable of marking communications such as visual, text, concept, idea and application.
LO-3
Will be able to express an idea in a creative way in Turkish.
LO-4
Will be able to apply developing various languages for different channels and/or forming the range of various languages between channels.
LO-5
Will be able to solve problems related to design by watching the cultural, daily and technological changes and apply new designs.
