The aim of the course is to show students how to use creative strategies in solving problems by interpreting creative processes in marketing problem’s solution phases.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
Assoc. Dr. Ceyda Deneçli, Wednesday, 13.00: 14.00, Ataköy Campus, 1D14
Teaching Methods and Techniques
Discussions with examples and introducing new creative strategies in accordance with theoretical knowledge.
Principle Sources
- Hürel, Feridun. Yaratıcı Reklamcılık. İstanbul: Say Yayınları, 2008.
- Elden, Müge. Reklam ve Yaratıcı Strateji. İstanbul: Yayınevi Yayıncılık, 1997.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
The importance of creativeness in advertising.
Verbal Lecture, Case study
2. Week
Noticing creative point of view.
Verbal Lecture, Case study
3. Week
Definitions of the creative strategies and their application field.
Verbal Lecture, Case study
4. Week
Developing creative strategy according to the product and service.
Verbal Lecture, Case study
5. Week
Analyzing and critisizing the performed campaigns.
Verbal Lecture, Case study
6. Week
Discussing the results of the performed creative strategies.
Verbal Lecture, Case study
7. Week
Midterm Exam
Midterm Exam
8. Week
Choosing a sample case and analyzing in detail.
Case study
9. Week
Developing a new creative strategy for a product or service.
Project
10. Week
Practicing creative strategies.
Project
11. Week
Implementing the practices.
Project
12. Week
Discussing the practice results.
Project
13. Week
Removing deficiencies in creative strategy practices.
Project
14. Week
Clarifying the contributions of creative strategies to product/service via advertising.
Project
15. Week
Assesment
Assesment
16. Week
Assesment
Assesment
17. Week
Assesment
Assesment
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
30
Homework / Term Projects / Presentations
1
5
Attendance
14
5
Clas Works
1
10
Final Exam
1
50
Program Outcomes
PO-1
They will be able to define all kinds of concepts, especially communication, art and culture, related to Public Relations and Advertisement sectors, develop the theorethical knowledge they have acquired on an expertise level and make use of this knowledge.
PO-2
They will acquire the theoretical equipment necessary for achieving success in public relations and advertisement sectors and support their studies by means of qualitative and quantitative methods related to this area.
PO-3
They will be able to prepare written, oral and visual presentations and assessments both on the Professional field and other subjects to the groups.
PO-4
They will be able to observe technological, cultural and social changes, implement those changes to Public Relations and Advertisement sectors and utilize problem solving and administration skills in interdisciplinary studies by internalizing contemporary, academical and professional approaches related to communication and design.
PO-5
They will have self-disciplined, creative, flexible and independent working careers and be able to organize their thoughts and projects in written, spoken or other forms in an effective and convincing manner.
PO-6
They will be able to carry out projects related to the professional field by paying attention to cultural and ethical values and teach those values to others.
PO-7
They will be able to take the lead in situations, which require solutions related to advertisement and public relations issues, by developing their management and leadership skills and managing their time and sources effectively.
PO-8
They will be able to organize communication strategies related to all kinds of subjects in the Professional field, develop new strategical approaches by taking initiative and produce solutions by taking responsibility.
PO-9
They will be able to manage informatics and communication technologies on an expertise level as required by Public Relations and Advertisement sectors.
PO-10
They will be participant and undertaker collaborators while working with the target groups (customers, consumers, in-house, out-house shareholders etc.) in the workplace environment and have qualifications which support team work. They will be able to utilize the knowledge and skills acquired in the fields of expertise related to public relations and advertisement sectors with a critical point of view.
PO-11
They will be able to bring together the various sources of information by developing their research skills, carry out interdisciplinary (e.g: psychology, sociology etc.), genuine and creative studies and interpret the information acquired from different disciplines.
PO-12
They will be able to reach to a meaningful conclusion by evaluating the theoretical information related to their professional field with a critical point of view and carry out authentic studies.
Learning Outcomes
LO-1
Will be able to analyse and criticise the advertising strategies in detail.
LO-2
Will be able to analyse the communication problem.
LO-3
Will be able to assemble the necessary pieces needed for creative strategy.
LO-4
Will be able to prepare, develop and manage creative strategy for a new product or service.
LO-5
Will be able to question and develop the existent strategies when it is needed.
