Ders Planı

CLASS 3

Lesson plan / CREATIVITY IN ADVERTISING AND CREATIVE STRATEGIES

Lesson Information

Course Credit	3.0
Course ECTS Credit	8.0
Teaching Language of Instruction	Türkçe
Level of Course	Bachelor's Degree, TYYÇ: Level 6, EQF-LLL: Level 6, QF-EHEA: First Cycle
Type of Course	Compulsory
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?	Z
Course Coordinator
Instructor (s)
Course Assistant

Purpose and Content

The aim of the course	The aim of this course is to teach the students use of the creative strategies by interpreting which will help them to solve the marketing problem.
Course Content	The course addresses how creative ideas and creative firms that are the main elements of advertising bring out lasting brands. Analysis are made related to the concepts such as creative brain, creative thinking, techniques, rules and developing strategies based on creativity. Various types of text, short story, drama, Turkish literary text, poetry and advertising, propaganda and news will be evaluated.

The aim of the course

The aim of this course is to teach the students use of the creative strategies by interpreting which will help them to solve the marketing problem.

Course Content

The course addresses how creative ideas and creative firms that are the main elements of advertising bring out lasting brands. Analysis are made related to the concepts such as creative brain, creative thinking, techniques, rules and developing strategies based on creativity. Various types of text, short story, drama, Turkish literary text, poetry and advertising, propaganda and news will be evaluated.

Learning Outcomes

Students have the professional field knowledge about integrated marketing, integrated marketing communication and advertising.
Students have sufficient theoretical knowledge in the field of advertising.
Students know the relationship between the target audience and the creation of advertising messages.
Students know advertising campaign processes and strategies for all communication environments.
Students will be able to know media planning and purchasing strategies for all communication environments.
Students will be able to know data literacy, research methods and techniques that will be used to create strategies in advertising.
Students know the legal regulations and ethical values in the field of communication and advertising.
Students will be able to know national and international institutions, associations and professional organizations operating in the field, legislation and quality standards of these institutions
Students know current presentation techniques and presentation in the field of communication and advertising.
Students analyze the economic, social and psychological reactions of the society and create advertising messages.
Students create advertising messages based on audience and communication environment
Students plan and execute the advertising strategy and campaign according to the different advertising characteristics of all communication environments.
Students apply the legislation and quality standards of national and international institutions, associations and professional organizations and act in accordance with ethical rules.
Students observe, analyze and reflect consumer behavior in their work.
Students create a project using current presentation techniques.
students have the ability to select and use appropriate equipment and tools to create advertising messages
Students apply creative thinking methods and techniques in their field.
Students will be able to compile, implement, analyze and interpret data in the field of communication and advertising.
Students critically evaluate the advanced knowledge and skills acquired in the field.
Students make interdisciplinary and interdisciplinary teamwork focused on solutions to problems in the field.
Students conduct an advanced study related to their field independently.
students follow the national and international contemporary problems in the field of advertising, comments, offers solutions.
students follow the innovations in advertising and form their content in this direction.
Students behave in accordance with laws, regulations, legislation and social, scientific and professional ethical values.
Students will create and apply brand and communication strategy.
students use computer and software programs in accordance with the requirements of advertising.
Students will be able to communicate effectively both in Turkish and in a foreign language.
Students will be able to apply occupational health and safety knowledge in their field.

Weekly Course Subjects

1	The importance of creativity in advertising.
2	Creative prespective
3	The creative strategy definitions and their application areas.
4	Development of creative strategy according to product and service.
5	Analyzing and criticizing the campaigns.
6	Discussing the results of the creative strategies
7	Midterm
8	Case study analysis.
9	Developing creative strategy for a product or service.
10	Implementing the creative strategy.
11	Taking practices into reality.
12	The discussion of the results of the practices.
13	Fulfilling the deficiencies in the creative strategy practices.
14	Clarifying the benefits of the creative strategies used in advertising for the product or service

Resources

1- Elden, Müge. Reklam ve Yaratıcı Strateji, Yayınevi Yayıncılık, 1997.
2-l, Feridun. Yaratıcı Reklamcılık. İstanbul: Say Yayınları, 2008.

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Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

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