The main aim of the course is to classify the promotions of the institutions other than the product or service advertisements within the framework of corporate advertising, and to determine their contributions to the institution within the framework of integrated marketing communication. The aim of the course is to introduce the roles, responsibilities and responsibilities of the advertising, public relations and communication consultants in the process which includes the stages of the creation, publication and evaluation of the corporate advertising.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Lecturer Yakup Sağıroğlu
Course Assistant(s)
Schedule
Wednesday,11:00-13:45, Ataköy Campus, ZA-3
Office Hour(s)
Wednesday,11:00-13:45, Ataköy Campus, ZA-3
Teaching Methods and Techniques
Weekly topics on corporate advertising are delivered through powerpoint, written and visual materials. Professionals who manage corporate advertising processes are invited to the course. Theory and practice are evaluated together. Corporate advertising examples are watched or shared in print, student opinions are taken and corporate advertising analysis is examined. Students will reinforce their knowledge and experience with the corporate advertising practices they will prepare.
Principle Sources
- Karpat, Işıl. Bankacılık Sektöründen Örneklerle Kurumsal Reklam, İstanbul:Yayınevi Yayıncılık, 1999.
- Elden, Müge ve Yeygel ,Sinem. Kurumsal Reklamın Anlattıkları, İstanbul:Beta Yayınevi, 2006.
- Okay, Ayla. Kurum Kimliği, İstanbul: Mediacat Yayınları, 2002.
- Vural, Z.Beril Akıncı. Kurum Kültürü, İstanbul:İletişim Yayınları, 2005.
- Goffee, Rob ve Jones, Gareth. Kuruluşunuzun Kurumsal Kültürünün İşiniz Üzerindeki Yıkıcı ve Yapıcı Etkileri Kurum Kültürü, İstanbul:Mediacat, 2003.
- Bakan, Ömer. Kurumsal İmaj, Konya:Tablet Kitabevi, 2005.
- Özüpek, M.Nejat. Kurum İmajı ve Sosyal Sorumluluk, Konya:Tablet Kitabevi, 2005.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Meeting and information about the syllabus
Verbal Lecture
2. Week
Quality and evolution of institutional identity before institutional advertisement
Verbal Lecture
3. Week
Stages of restricting the institutional identity conceptually
Verbal Lecture
4. Week
Institution identity structures for institutional advertisement
Verbal Lecture
5. Week
Product id for institutional advertisement and reflection of institutional culture on advertisement.
Verbal Lecture
6. Week
Institutional Design
Verbal Lecture
7. Week
Midterm Exam
Midterm Exam
8. Week
Place and object of advertising in marketing functions
Verbal Lecture
9. Week
Reasons for institutional advertising to emerge
Verbal Lecture
10. Week
Features and benefits of institutional advertising
Verbal Lecture
11. Week
Measuring institutional advertising activity
Verbal Lecture
12. Week
Goals differing in the types of institutional advertising
Verbal Lecture
13. Week
Target market of institutional advertising and institutional advertisement techniques
Verbal Lecture
14. Week
Types of institutional advertisement
Verbal Lecture
15. Week
Assessment
Assessment
16. Week
Assessment
Assessment
17. Week
Assessment
Assessment
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
30
Attendance
1
10
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 define how institutional identity is created.
LO-2
Will be able to evaluate how institutional works are conducted and what might be the results of these works.
LO-3
Will be able to measure the positive effects of trust and persuasion provided by means of institutional advertisements on people and companies.
LO-4
Will be able to express styles of institutional advertisements.
LO-5
Will be able to compare institutional advertisements to product and service advertisements in an exact interpretation.
