Improving creativity in marketing communications. It is aimed to transfer the concept of “campaign” and experiencing it through practical study; improve the ability to contribute in a creative way during the period of from-brief-to-advertisement; develop the necessary comprehension in order to maintain the sustainability in the language of communication in the applications of campaigns with many channels and practice on subjects of campaign, guerilla and viral marketing.
Prerequisite(s)
Course Code Course Name…
Corequisite(s)
Course Code Course Name…
Special Requisite(s)
Instructor(s)
Assist. Prof. Dr. Dide Akdağ Satır
Course Assistant(s)
Schedule
Tuesday, 11:00-12:45, Ataköy Campus, 1B1113
Office Hour(s)
Assistant Professor Dide Aktağ Satır, Tuesday, 13:00-13:45
- Phillips, Duygu. İsmin Marka Hali, İstanbul: Mediacat Yayınları,2011.
- Borça, Güven. Bu Topraklardan Dünya Markası Çıkar mı?, İstanbul: Mediacat Yayınları, 2002.
- Yalçın, Eşref Yaman. Bu Topraklardan Dünya Markası Çıkar Ama, ?, 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
THE RELATION BETWEEN THE CAMPAIGNS AND THE CHANNELS: Briefing and discussions on “Are the channels needed? Why are the channels? Using multi-channels to raise the single effect of the advertisement”. Studying the advertisement samples produced for different channels.
Verbal lecture, Practice
2. Week
USING MULTI-CHANNELS and CREATIVITY: Discussions on “Which paths should we follow in order not to lose the effect of the advertisement idea as we reproduce it for other channels? Is it applying to the channel or applying the advertisement according to the channel?” Studying the samples on the subject.
Verbal lecture, Practice
3. Week
“MAKING UP” A BRAND – 1: Forming the minimum of the identity to become a brand by studying on to name an “iced coffee”. (Name of the brand – Definition of the brand – Motto below the logo – Heading of the launch / definition of the product)
Verbal lecture, Practice
4. Week
“MAKING UP” A BRAND - 2: Finding an advertisement idea for a “made up” brand of the ice coffee and developing sub-application ideas for TV and radio channels.
Verbal lecture, Practice
5. Week
“MAKING UP” A BRAND - 3: F Developing sub-application ideas for the same “made up” brand for the press and open-air channels.
Verbal lecture, Practice
6. Week
“MAKING UP” A BRAND - 4: Developing sub-application ideas for the same “made up” brand for “guerilla marketing”
Verbal lecture, Practice
7. Week
Midterm Exam
Midterm Exam
8. Week
Corporate identity study
Verbal lecture, Practice
9. Week
Corporate identity study
Verbal lecture, Practice
10. Week
Corporate identity study
Verbal lecture, Practice
11. Week
.Advertisement Campaign for Social Responsibility Project: Doing research by students _ Creating ideas about the project.
Verbal lecture, Practice
12. Week
Advertisement Campaign within the scope of Social Responsibility Project: Creation of the first drafts of the created ideas. Working on Brief.
Verbal lecture, Practice
13. Week
Advertisement Campaign under the Social Responsibility Project: Creation of sub-application ideas for advertising campaign press, outdoor and social media circles. Designing the first drafts.
Verbal lecture, Practice
14. Week
Advertising Campaign within the scope of Social Responsibility Project: Control of sub-applications for advertising campaign press, outdoor and social media circles.
Verbal lecture, Practice
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.
