The aim of the course is providing the students knowledge about how the digital environments, emerging with the developments in technology and advertising area, creates changes and innovations in terms of advertising and also poviding them to comprehend the characteristics of the digital advertising environments.
Prerequisite(s)
-
Corequisite(s)
-
Special Requisite(s)
-
Instructor(s)
Professor Ceyda Deneçli
Course Assistant(s)
Schedule
-Wednesday, 11.00-12.45, Cats Virtual Room
Office Hour(s)
-Wednesday, 16.00-16.45, Ataköy Campus, Faculty of Art and Design. Cats Virtual Room
Teaching Methods and Techniques
-The course will be processed as 100% Synchronous in virtual classrooms opened in Istanbul Kültür University Cats System.
-Describing, explaining, analyzing, sampling, practicing.
Principle Sources
-Lecture notes
-Articles
-Advertising 2.0, Tracy L.Tuten., Praeger.2008. Digital Advertising, Andrew McStay. Palgrave MacMillan.
-Advertising and New Media, Christina Spurgeon, Routkedge
-Teknoloji, İletişim, Yeni Medya ve Etik, Gözde Dedeoğlu, Sentez Yayıncılık
-Dijital Reklamcılık ve Gençlik, R. Gülay Öztürk. Beta Yayınevi
-Sosyal Medya, Yeşim Güçdemir, Derin Yayınları, Tolga Kara, Beta Basım Yayım
Other Sources
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Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction to the course
Verbal lecture
2. Week
The relationship between marketing, marketing communication and advertising
Verbal lecture
3. Week
The definiton of advertising, the functions of advertising and the advertising goals.
Verbal lecture
4. Week
Advertising and persuasion, the advertising theories
Verbal lecture
5. Week
The development of internet, the characteristics of new media, the comparison of new media and traditional media.
Verbal lecture
6. Week
The relationship between new media, marketing and advertising
Verbal lecture
7. Week
Midterm
Midterm
8. Week
The social media concept and the development of social media.
Verbal lecture
9. Week
Types of digital advertising
Verbal lecture
10. Week
Types of digital advertising
Verbal lecture
11. Week
Types of digital advertising
Verbal lecture
12. Week
Student presentations
Verbal lecture
13. Week
Student presentations
Verbal lecture
14. Week
Student presentations
Verbal lecture
15. Week
Evaluation
Evaluation
16. Week
Evaluation
Evaluation
17. Week
Evaluation
Evaluation
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
The students will be able to define all kinds of concepts related to communication, new media, art and culture (New media and communication)
PO-2
The students will be able to understand the historical developments of communication and new media issues, as cultural, social, and technological change depending on the areas of related changes. They will be able to evaluate the results.
PO-3
The students will be able to follow technological, cultural, and social changes and apply them to their fields
PO-4
The students will be able to analyze and evaluate the new media and communication issues and criticize them by interpreting their understanding.
PO-5
The students will be able to produce scientific content by researching and analyzing theoretical and conceptual issues related to new media and communication fields with a scientific approach
PO-6
The students will be able to manage time and resources effectively by improving content production and management skills on digital platforms.
PO-7
The students will be able to develop detailed and necessary knowledge in specific areas of expertise such as internet journalism, digital marketing, digital advertising, new media programming, and public relations in social media.
PO-8
The students can produce original works in various fields, such as digital animation, digital photography, interactive media design, digital game design, and application design.
PO-9
The students will be able to understand artistic works by following current and digital works of art.
PO-10
The students will be able to create strategies for institutions in social media platforms and put them into practice.
PO-11
The students will be able to put their creative ideas into practice in digital platforms and produce multimedia projects.
PO-12
The students will be able to use the necessary tools and equipments in their profession in the right place and at the right time, and relate the theoretical knowledge they have acquired to the sector practices.
PO-13
The students will be able to produce by working in a disciplined, planned and creative manner.
PO-14
The students will be able to produce projects in various competitions, exhibitions, panels, biennials and seminars etc. in national and international areas.
PO-15
The students will be able to provide solutions to the problems encountered in the communication process and will be able to use the initiative related to the topic.
Learning Outcomes
LO-1
The students will be able to describe the general concepts about advertising.
LO-2
The students will be able to describe the concept of digital advertising and digital advertising environments.
LO-3
The students will be able to compare digital advertising environments and traditional advertising environments.
LO-4
The students will be able to evaluate the preiod of change by defining the development of internet and transformation in communication.
LO-5
The students will be able to explain types of digital advertising in detail.
