ECTS - The Analysis of Advertising Communication
The Analysis of Advertising Communication (PR328) Course Detail
| Course Name | Course Code | Season | Lecture Hours | Application Hours | Lab Hours | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| The Analysis of Advertising Communication | PR328 | 1 | 2 | 0 | 3 | 5 |
| Pre-requisite Course(s) |
|---|
| N/A |
| Course Language | English |
|---|---|
| Course Type | N/A |
| Course Level | Bachelor’s Degree (First Cycle) |
| Mode of Delivery | Face To Face |
| Learning and Teaching Strategies | Lecture, Discussion, Question and Answer. |
| Course Lecturer(s) |
|
| Course Objectives | The main aim of this course is to provide students with a bridge between persuasion and advertising theories. In addition, in this course, students work on brands, advertising companies, media planning, creativity and relation between public relations and advertising. |
| Course Learning Outcomes |
The students who succeeded in this course;
|
| Course Content | The principles and practice of advertising. |
Weekly Subjects and Releated Preparation Studies
| Week | Subjects | Preparation |
|---|---|---|
| 1 | Introduction | |
| 2 | Consumption | Relevant chapters |
| 3 | Consumption Society | Relevant chapters |
| 4 | Integrated Marketing Communications | Relevant chapters |
| 5 | What is advertising? | Relevant chapters |
| 6 | What do advertisements mean? | Relevant chapters |
| 7 | Mid-term | |
| 8 | Discovering consumers (demographic factosr) | Relevant chapters |
| 9 | Discovering consumers ( | Relevant chapters |
| 10 | Discovering consumers (Sociocultural factors) | Relevant chapters |
| 11 | Advertising and Traditional Media (Student Presentations) | Relevant chapters |
| 12 | Advertising and Digital Media (Student Presentations) | Relevant chapters |
| 13 | Advertising and Other Media Instruments (Student Presentations) | Relevant chapters |
| 14 | Business Structure in Advertising Industry | Relevant chapters |
| 15 | Final Exam |
Sources
| Other Sources | 1. Sean Brierley. 1995. The Advertising Handbook. Routledge, London. |
|---|---|
| 2. Esther Thorson and Margaret Duffy. 2012. Advertising Age. The Principles of Advertising and Marketing Communication at Work. South-Western College Publications, USA. | |
| 3. Elden, M., Ulukök, Ö. ve Yeygel, S. 2007. Şimdi Reklamlar. İletişim Yayınları, İstanbul. | |
| 4. Dyer, Gillian, 1982. Advertising as Communication. Routledge, London |
Evaluation System
| Requirements | Number | Percentage of Grade |
|---|---|---|
| Attendance/Participation | - | - |
| Laboratory | - | - |
| Application | - | - |
| Field Work | - | - |
| Special Course Internship | - | - |
| Quizzes/Studio Critics | - | - |
| Homework Assignments | 5 | 30 |
| Presentation | - | - |
| Project | - | - |
| Report | - | - |
| Seminar | - | - |
| Midterms Exams/Midterms Jury | 1 | 35 |
| Final Exam/Final Jury | 1 | 35 |
| Toplam | 7 | 100 |
| Percentage of Semester Work | 60 |
|---|---|
| Percentage of Final Work | 40 |
| Total | 100 |
Course Category
| Core Courses | X |
|---|---|
| Major Area Courses | |
| Supportive Courses | |
| Media and Managment Skills Courses | |
| Transferable Skill Courses |
The Relation Between Course Learning Competencies and Program Qualifications
| # | Program Qualifications / Competencies | Level of Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Students obtain fundamental knowledge about the theoretical approaches, concepts, research methods and techniques of public relations, advertising, media, marketing and integrated marketing. | |||||
| 2 | Students obtain interdisciplinary knowledge about political, cultural, economic and social process within local, national and international levels. | |||||
| 3 | Students obtain knowledge about the effective use of digital media intended for public relations, advertising, marketing and integrated marketing. | |||||
| 4 | Students obtain knowledge about the use of new media tools both theoretically and practically. | |||||
| 5 | Students obtain knowledge about the design and development of any public relations and advertising campaign based on the target group and strategic objectives. | |||||
| 6 | Students obtain knowledge about the organizational communications structures. | |||||
| 7 | Students obtain knowledge about various strategies of crisis management. | |||||
| 8 | Students obtain knowledge about required research, planning, methods and techniques within public relations and advertising fields. | |||||
| 9 | Students obtain knowledge about ethical principles and values of public relations and advertising | |||||
| 10 | Students obtain knowledge about legal regulations of both communication law and advertising. | |||||
| 11 | Students learn how to communicate with both local and foreign, academic and non-academic stakeholders in order to conduct PR and advertising researches or practices. | |||||
| 12 | Students learn how to work in teamwork for PR and advertising researches and practices. | |||||
| 13 | Students learn how to prepare and conduct various communicational activities of various organizations. | |||||
| 14 | Students learn how to collect information, analyze and present the findings of PR, advertising, marketing and consumer researches. | |||||
| 15 | Students learn how to plan and conduct media and advertising campaigns. | |||||
| 16 | Students learn how to use digital communication tools effectively and design a product. | |||||
| 17 | Students have the capacity of using theoretical background and conducting methodologies in order to gather information, analyze and interpret within PR and advertising fields. | |||||
| 18 | Students have the capacity of understanding the social-cultural context of PR and advertising practices for the related organizations. | |||||
| 19 | Students have the capacity of following the latest developments at national and global levels. | |||||
| 20 | Students have the capacity of taking the responsibilities for the possible problems in any PR program or campaign and develop creative solutions. | |||||
| 21 | Students have the capacity of using various applications and technological tools to conduct PR and advertising programs and advertising campaigns. | |||||
| 22 | Students have the capacity of exercising the ethical codes based on national and international professional standards in PR and advertising activities. | |||||
| 23 | Students have the capacity of forming and practicing brand management strategies. | |||||
| 24 | Students have the capacity of dealing with the possible risks in organizations. | |||||
ECTS/Workload Table
| Activities | Number | Duration (Hours) | Total Workload |
|---|---|---|---|
| Course Hours (Including Exam Week: 16 x Total Hours) | 16 | 3 | 48 |
| Laboratory | |||
| Application | |||
| Special Course Internship | |||
| Field Work | |||
| Study Hours Out of Class | 14 | 2 | 28 |
| Presentation/Seminar Prepration | |||
| Project | |||
| Report | |||
| Homework Assignments | 2 | 30 | 60 |
| Quizzes/Studio Critics | |||
| Prepration of Midterm Exams/Midterm Jury | 1 | 30 | 30 |
| Prepration of Final Exams/Final Jury | 1 | 40 | 40 |
| Total Workload | 206 | ||