| Course Type | Elective Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 4 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Gathers general knowledge about creativity.
- Learns effective writing techniques.
- Can create simple, clear, and memorable texts.
- Can plan all stages of an advertising campaign.
- Can produce creative texts (such as slogans, mottos, and ad content) for an advertising campaign, institution, or organization.
|
| Mode of Delivery | Face to face |
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| Prerequisites | No |
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| Recommended Optional Programme Components | |
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| Course Description | This course teaches students how to write clear, persuasive, and memorable copy for advertising campaigns. Topics include slogan development, brand messaging, and content structure for print and digital media. |
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| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Course description, course content, and information about midterm and final projects. |
|
2nd Week |
What is creativity, the Torrance test of creative thinking. Effective writing techniques. |
|
3rd Week |
Effective writing techniques. Explanation of the midterm project (Evaluation of an existing advertisement in its visual and text dimensions, in the prepared format). |
|
4th Week |
Presentation of midterm projects and their evaluation in the context of simple, clear, and memorable texts. |
|
5th Week |
Presentation of midterm projects and their evaluation in the context of simple, clear, and memorable texts. |
|
6th Week |
Presentation of midterm projects and their evaluation in the context of simple, clear, and memorable texts. |
|
7th Week |
Presentation of midterm projects and their evaluation in the context of simple, clear, and memorable texts. |
|
8th Week |
Midterm exam. |
|
9th Week |
Evaluation of content for the written texts in an advertising campaign for a product/institution (publishing house, clothing, etc.). |
|
10th Week |
The structuring of the flow in an advertising campaign. |
|
11th Week |
The production of creative content for the written texts in an advertising campaign (slogan, motto, ad content, etc.). |
|
12th Week |
The production of creative content for the written texts in an advertising campaign (slogan, motto, ad content, etc.). |
|
13th Week |
The production of creative content for the written texts in an advertising campaign (slogan, motto, ad content, etc.). |
|
14th Week |
The production of creative content for the written texts in an advertising campaign (slogan, motto, ad content, etc.). |
|
| Recommended or Required Reading | Aslan, E. (2001). Torrance Yaratıcı Düşünce Testi'nin Türkçe Versiyonu. M.Ü. Atatürk Eğitim Fakültesi Eğitim Bilimleri Dergisi, 14, 19-40.
Schultz, D.E., Tannenbaum, S.I., Lauterborn, R.F. (1993). Integrated Marketing Communications: Putting It Together & Making It Work. New York: McGraw Hill.
Sungur, N. (1992). Yaratıcı Düşünce. İstanbul: Özgün Yayın Dağıtım.
Torrance, P.E. (n.a). Bilimsel Araştırmalar Işığında Yaratıcılık. Çeviren: Remzi Öncül.
Türk Dil Kurumu (2023). Yazım Kılavuzu. Ankara: Türk Dil Kurumu Yayınları.
Türk Dil Kurumu (2023). Türkçe Sözlük 12. Baskı. Ankara: Türk Dil Kurumu Yayınları. |
|---|
| Planned Learning Activities and Teaching Methods |
- Presentation
- Case Study
- Lecture
- Project
- Uygulama
|
|---|
| 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 Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
3 |
3 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
4 |
56 |
| Preparation for Final exam |
1 |
3 |
3 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
|
|
|
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
3 |
3 |
| Homework |
|
|
|
| Presentation (including preperation) |
1 |
3 |
3 |
| Project |
2 |
5 |
10 |
| Total Work Load | 120 |
| Total Work Load / 30 (h) | 4 |
| ECTS Credit of the Course | 4 |
|
| Language of Instruction | Turkish |
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| Work Placement(s) | No |
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