FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 304 | Course Introduction and Application Information
| Course Name |
Copywriting
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 304
|
Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | face to face | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkCase StudyQ&ALecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Developing the thinking and writing skills required for copywriting in marketing communication in general and in advertising specifically. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | A ‘do to learn’ type course where students will think and write like a ‘jr. copywriter’ by trying their hand at different types of copy; evaluation, and consequently, revision or recognition of of the resulting copy. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Course Description | |
| 2 | What does a Copywriter do? | |
| 3 | How to write an advertising idea? | Blythe, J. (2006). Essentials of marketing communication (3rd ed.). FT/Prentice Hall. |
| 4 | How to write an advertising idea? 2 | Ries, A. (2006). Marka yaratmanın 22 kural. MediaCat Kitapları. |
| 5 | Story and storytelling in marketing | |
| 6 | Headline and copy | Williamson, J. (2001). Reklamların dili: reklamlarda anlam ve ideoloji = decoding advertisements: ideology and meaning in advertisin. Ütopya. |
| 7 | Midterm | |
| 8 | Scenario | |
| 9 | Mediums and copywriting | Kitchen, P. J., & Uzunoglu, E. (2015). Integrated communications in the postmodern era. Springer. |
| 10 | Media and Copywriting II | Ries, A. & Trout, J. (2004). Positioning: the battle for your mind. New York ; London : McGraw-Hill. |
| 11 | Final Project Briefing | |
| 12 | Final Project Preparation | |
| 13 | Final Project Preparation | |
| 14 | Final Projects | |
| 15 | Semester Review | |
| 16 | Semester Review |
| Course Notes/Textbooks | |
| Suggested Readings/Materials | Konumlandırma Al Ries; Jack Trout ISBN-10 : 6054584375 ISBN-13 : 978-6054584376 Satan Reklam Yaratmak Sam Bennet, Luke Sullivan ISBN-10. 9758378368. ISBN-13. 978-6054584529. |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
20
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques |
1
|
10
|
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury | ||
| Project |
1
|
30
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
4
|
70
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
30
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
10
|
1
|
10
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
1
|
12
|
12
|
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
20
|
20
|
| Presentation / Jury |
0
|
||
| Project |
1
|
40
|
40
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
20
|
20
|
| Final Exam |
0
|
||
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field. |
|||||
| 2 | To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods. |
X | ||||
| 3 | To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice. |
X | ||||
| 4 | To be able to use analytical thinking skills in the field of Public Relations and Advertising. |
X | ||||
| 5 | To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders. |
|||||
| 6 | To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field. |
|||||
| 7 | To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems. |
|||||
| 8 | To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise. |
|||||
| 9 | To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes. |
|||||
| 10 | To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising. |
|||||
| 11 | To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1) |
|||||
| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
|||||
| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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