| Week |
Subject |
Related Preparation |
| 1) |
• Defining the concept of creativity.
• Disclosure of scientific research on creativity.
• To explain the components of creativity in order.
• Describe the stages of creativity in order.
• Explain the basics of the creative process. |
Repetition of the stated issues.
Reading the topics of the next lesson. |
| 2) |
• Explaining the concept of creative personality.
• Understanding general misconceptions about creativity.
• Listing the conditions of successful advertisement by listing.
• Defining the concept of creative advertising.
• Explanation of the basic features of creative advertising. |
Repetition of the stated issues.
Reading the topics of the next lesson. |
| 3) |
• To explain the creative strategies used in advertising.
• Matching creative strategies to existing ads.
• To explain the tactics used in the implementation of creative strategies by listing.
• Matching the tactics used in the implementation of creative strategies to existing advertisements. |
Repetition of the stated issues.
Reading the topics of the next lesson.
Homework: Preparation of one for each advertisement for each strategy that have been explained in the class and presentation on next class session. |
| 4) |
• Explanation of the concept of creative idea.
• Explaining the birth of the creative idea and listing its stages.
• Explaining the analysis phase.
• Disclosure of the incubation phase.
• Explain the phase of finding the idea.
• Disclosure of the evaluation phase.
• Explaining the application phase. |
Repetition of the stated issues.
Read the topics of the next lesson. |
| 5) |
• Explaining brainstorming technique.
• Explanation of qualification sorting technique.
• Explaining the synectic technique.
• Explaining the role-playing technique.
• Explanation of feature listing technique.
• Explaining morphological synthesis technique. |
Repetition of the stated issues.
Read the topics of the next lesson. |
| 6) |
• Explanation of the problem identification phase.
• Explanation of the perception of the problem.
• Explain the stage of facing the problem.
• To explain the incubation and enlightenment stages.
• To explain the steps of creating and applying concepts.
• Explaining the stages of displaying and evaluating the results. |
Repetition of the stated issues.
Read the topics of the next lesson. |
| 7) |
• Defining the concept of metaphor.
• Explaining the concept of metaphor in advertising.
• Explaining the use of verbal metaphor and advertisement.
• Explaining the use of visual metaphor and advertisement.
• Explaining the types of visual metaphors in order. |
Repetition of the stated issues.
Read the topics of the next lesson. |
| 8) |
• Sorting print media.
• Describing the printed media that are mass media.
• Announcement of ad writing for newspapers and magazines.
• To explain the concept of title with examples.
• Promise-benefit title; detailing news headline and curious headline types.
• The title that appeals to a specific audience; Explanation of the imperative title and question title topics with examples.
• Comparative title; challenging title; Explanation of the topics of the invitation with examples. |
Repetition of the stated issues.
Read the topics of the next lesson. |
| 9) |
• Announcement of ad writing for newspapers and magazines.
• To explain the concept of title with examples.
• Promise-benefit title; detailing news headline and curious headline types. |
Repetition of the stated issues.
Read the topics of the next lesson. |
| 10) |
• Explaining the concept of subtitle.
• Defining the concept of the main text.
• Explaining the direct sales approach and indirect sales approach in the main text.
• To explain the concepts of closing and slogan.
• Addressing the writing of ad text for letters and brochures and catalogs, other printed media.
• Explanation and discussion of the copywriting project to be completed and presented at the end of the semester. |
Repetition of the stated issues.
Read the topics of the next lesson. |
| 11) |
• Identification of copywriting for broadcast channels.
• Announcement of the types of television commercials (immobile-moving-tape).
• Explanation of TV commercial production formats.
• Don't show; case study and problem solving; Server; constantly used player; testimony; story; Identification of musical formats.
• Addressing the television advertising scenario and writing stages. |
Repetition of the stated issues.
Read the topics of the next lesson. |
| 12) |
• Explaining the concept of story board with examples.
• Defining the gravity scale.
• Basic gravity scales and their properties.
• Explanation of camera viewpoint.
• Listing the points to be considered when writing a TV advertisement. |
Repetition of the stated issues.
Read the topics of the next lesson. |
| 13) |
• Identification of advertising for radio.
• Basic formats used when writing radio ads.
• Describe and describe the creative approaches used when writing radio ads.
• Examining and evaluating sample radio ads. |
Repetition of the stated issues.
Read the topics of the next lesson. |
| 14) |
• Identification of digital media.
• Disclosure of the place of digital media in marketing communications.
• Sorting the components of digital media.
• Defining the concept of digital media writing.
• Explanation of the points to be considered when writing for digital media. |
Repetition of the stated issues.
Completion of preparations for the project to be presented at the end of the semester. |
| 15) |
Final exam |
Final Exam |
| 16) |
End of semester |
End of semester |
| |
Program Outcomes |
Level of Contribution |
| 1) |
To have theoretical and practical knowledge at the basic level supported by textbooks, application tools and other resources with current knowledge in the field based on the qualifications gained at the secondary level. |
|
| 2) |
- To gain the ability to use the theoretical and practical knowledge at the basic level at an advanced level or at the same level in the same field.
- To be able to interpret and evaluate the data by using the basic knowledge and skills acquired in the field, to identify and analyze the problems, to develop solutions based on evidence. |
|
| 3) |
- To be able to convey his / her thoughts on basic knowledge and skills at the level of written and verbal communication.
- To share his / her thoughts and solutions to the problems related to his / her field with experts and non-experts.
- To be able to follow information in the field and communicate with colleagues by using a foreign language at least at a level of European Language Portfolio A2 General Level.
- To be able to use information and communication technologies together with computer software at the basic level of European Computer Driving License required by the field. |
|
| 4) |
- To be able to evaluate the basic knowledge and skills acquired in the field with a critical approach, to determine and meet the learning needs.
- To be able to direct his / her education to an advanced level of education in the same field or to a profession at the same level.
- Not to have gained awareness of lifelong learning. |
|
| 5) |
- To have social, scientific, cultural and ethical values in the stages of collecting, applying and announcing the data related to the field.
- To have sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety. |
|
| 6) |
- To be able to conduct a basic level study independently.
- To be able to take responsibility as a team member to solve unforeseen complex problems encountered in the applications related to the field.
- To be able to carry out activities for the development of employees working under their responsibility within the framework of a project. |
|
| 7) |
- To have advanced theoretical and practical knowledge supported by textbooks containing current information in the field, application tools and other resources. |
|
| 8) |
To be able to use the advanced theoretical and practical knowledge acquired in the field.
- Interpret and evaluate data using the advanced knowledge and skills acquired in the field, identify problems, analyze, develop solutions based on research and evidence. |
|
| 9) |
- To be able to inform the relevant persons and institutions about the related subjects; transfer ideas and solutions to problems in written and orally.
- To share his / her thoughts and solutions to the problems related to the field with the experts and non-experts by supporting them with quantitative and qualitative data.
-To be able to organize and implement projects and activities for the social environment in which he / she lives with a sense of social responsibility.
- To follow the information in his / her field and to communicate with his / her colleagues by using a foreign language at least at the European Language Portfolio B1 General Level.
- To be able to use information and communication technologies together with computer software at the Advanced Level of European Computer Driving License required by the field.
- To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field.
- To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety. |
|
| 10) |
- To be able to critically evaluate the advanced knowledge and skills acquired in the field,
- Identify learning needs and direct learning.
- To develop positive attitudes about lifelong learning. |
|
| 11) |
To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field.
- To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety |
|
| 12) |
- To be able to conduct an advanced study independently.
- To be able to take responsibility as an individual and as a team member to solve unforeseen complex problems encountered in the applications related to the field.
- To be able to plan and manage activities for the development of employees working under their responsibility. |
|
ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
