The objective of ‘creative advertising strategies’ course is; to teach all the process of creating advertising in new media and to provide them implementing creative strategies through out their projects
Prerequisite(s)
-
Corequisite(s)
-
Special Requisite(s)
-
Instructor(s)
Assist. Prof. Dr. Özge Özkök Şişman
Course Assistant(s)
Schedule
Tuesday, 09.00-10.45, Ataköy Campus, Faculty of Arts and Design. AK 5C0810.
Office Hour(s)
Thursday, 10.00-11.00, Ataköy Campus, Faculty of Arts and Design. AK 1D13
Teaching Methods and Techniques
- The course will be processed as 100% Synchronous in virtual classrooms opened in Istanbul Kültür University Cats System.
Principle Sources
- Butterfields, L. (2003). Advalue. Ipa Press.
- Nesamoney, D. (2017). Personalized Digital Advertising. Pearson Press.
Other Sources
-Lecture notes and academic papers.
Course Schedules
Week
Contents
Learning Methods
1. Week
Digitalization and Transforming Advertising Applications
Lectures, case studies, internal class discussion
2. Week
Product, market, target audience analysis and positioning in the context of advertising
Verbal lecture
3. Week
Methods and techniques used in creative strategy
Verbal lecture
4. Week
Creative advertising visual design in digital medium
Verbal lecture
5. Week
Creative advertising text writing in digital medium
Verbal lecture
6. Week
Creative advertising design process in digital medium
Verbal lecture
7. Week
Midterm Exam
Midterm Exam
8. Week
Alternative concepts and new trends in digital advertising
Verbal lecture
9. Week
Mobile technologies and social media advertising
Verbal lecture
10. Week
Digital advertising, transmedia and storytelling
Verbal lecture
11. Week
Digital advertising and gamification approach
Verbal lecture
12. Week
Social benefit advertising
Verbal lecture
13. Week
Artificial intelligence-based digital advertising
Verbal lecture
14. Week
Developing a strategy in accordance with the creative brief
Verbal lecture
15. Week
Project Presentations
Project Presentations
16. Week
Project presentations
Project Presentations
17. Week
Final Exam
Final Exam
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
I. Create creative concept in advertising and appropriate strategies in this concept.
LO-2
II. Apply an advertising idea in accordance with the advertising strategy in the new media environment.
LO-3
III. Evaluate product, target audience and market concepts within the scope of creative ideas.
LO-4
IV. Apply information and communication technologies in the context of advertising and the new media.
LO-5
V. Establish and interpret interdisciplinary relationships by developing research skills
