TYPE OF COURSE UNIT	Elective Course
LEVEL OF COURSE UNIT	Bachelor's Degree
YEAR OF STUDY	-
SEMESTER	-
NUMBER OF ECTS CREDITS ALLOCATED	5
NAME OF LECTURER(S)	Associate Professor Burçe Akcan
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Will be able to create and produce an advertiesement campaign in accordance with the communication between advertiser and advertisement agency from the beginning to the end. 2) Will learn visual communication. 3) Can prepare advertisement drafts.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	Yes(PRP323)
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	None
COURSE DEFINITION	This course is designed to familiarize with the creative principles of advertising campaign process. For the final project, students work together as agency teams to present an effective advertising campaign for a specific product in competition for an account.
COURSE CONTENTS	WEEK TOPICS 1st Week What is advertising campaign and what are the phases? 2nd Week Value chain of advertising campaigns 3rd Week Advertising campaigns by purpose and medium 4th Week Media related decision in advertising campaigns: Ambient, explicit, and covert forms 5th Week Phases of advertising campaigns 6th Week Brief, debrief, creative brief: Content and process 7th Week Midterm 8th Week A case study with a brief form provided by a known brand 9th Week Research and analysis in advertising campaign 10th Week Creative strategy 11th Week Transformation of advertising campaigns from traditional to digital 12th Week Digital targeting and measurement 13th Week Search engine advertising (SEM-SEO) and social media advertising 14th Week Content marketing
RECOMENDED OR REQUIRED READING	Becer, Emre 1997. İletişim ve Grafik Tasarım. Ankara: Dost. Gülsoy, Tanses. 1999. Reklam Terimleri ve Kavramları Sözlüğü. Adam Yayınları:İstanbul. Elden, Müge 2003. Reklam Yazarlığı. İstanbul: İletişim. Moriarty, Sandra E. 1991. Creative Advertising Theory and Practice. New Jersey: Prentice Hall. Uçarlı, İsmet (ed) 2006. Kazananlar. 1. Effie Türkiye Reklam Etkinliği Yarışması/2005. İstanbul: Reklamcılık Vakfı Yayınları.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Project
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 40 Total(%) 40 Contribution of In-term Studies to Overall Grade(%) 40 Contribution of Final Examination to Overall Grade(%) 60 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 2 2 Preparation for Quiz Individual or group work Preparation for Final exam 1 60 60 Course hours 14 3 42 Preparation for Midterm exam 1 50 50 Laboratory (including preparation) Final exam 1 2 2 Homework Total Workload 156 Total Workload / 30 5,2 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No