FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 410 | Course Introduction and Application Information
Course Name |
Knowledge Management in Advertising
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
PRA 410
|
Fall/Spring
|
3
|
0
|
3
|
5
|
Prerequisites |
None
|
|||||
Course Language |
English
|
|||||
Course Type |
Elective
|
|||||
Course Level |
First Cycle
|
|||||
Mode of Delivery | face to face | |||||
Teaching Methods and Techniques of the Course | - | |||||
Course Coordinator | - | |||||
Course Lecturer(s) | ||||||
Assistant(s) | - |
Course Objectives | To embrace the competency of structuring and making a manageable process of inspiration where it is the most important catalyst in leveraging business results using creativity in communication and brand management. |
Learning Outcomes |
The students who succeeded in this course;
|
Course Description | This course is designed to emphasize that the concept “inspiration” is an outcome of a structured process which triggers creativity that has an impact on business results. The course delivers the competency of concretizing inspiration (by nature being an abstract concept) to maximize the impact of creativity on business results. As the creative work that impacts the business results will create value, the students will experience the process of turning data into knowledge and turn that knowledge into a new one by using inspiration as a catalyst. |
|
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 | Introduction | |
2 | What is data? What is knowledge? | Morville, P. and Rosenfeld, L.(2006), Information Architecture for the World Wide Web, Third Edition, O’Reilly Media, Inc., USA PP(30-41) |
3 | Defining sources of knowledge | Morville, P. and Rosenfeld, L.(2006), Information Architecture for the World Wide Web, Third Edition, O’Reilly Media, Inc., USA PP(30-41) |
4 | Reaching sources of knowledge | Maryam Alavi, M. and Leidner, D.E. (2001), Review: Knowledge Management and Knowledge Management Systems: Conceptual Foundations and Research Issues, MIS Quarterly, Vol. 25, No. 1. (Mar., 2001), pp. 107-136. |
5 | Structuring knowledge | Maryam Alavi, M. and Leidner, D.E. (2001), Review: Knowledge Management and Knowledge Management Systems: Conceptual Foundations and Research Issues, MIS Quarterly, Vol. 25, No. 1. (Mar., 2001), pp. 107-136. |
6 | Discovering qualified knowledge | D.A. Kolb, (1984) Experiential learning: experience as the source of learning and development, Englewood Cliffs, NJ, Prentice Hall, PP 21-38 http://www.learningfromexperience.com/images/uploads/process-of-experiential-learning.pdf https://www.simplypsychology.org/learning-kolb.html |
7 | Shaping qualified knowldege | Tony Buzan, MindMap https://www.youtube.com/watch?v=MlabrWv25qQ |
8 | Enriching knowledge with inspiration | De Bono, E. (1990) Lateral Thinking, Harper Perennial, USA pp:61-275 |
9 | Midterm Exam | |
10 | Writing creative a strategy | Wells, W., Moriarty, S. And Burnett, J. (2006), Advertising Principles and Practice 7th edition. Pearson, USA pp: 336-345 |
11 | Case study | |
12 | Writing creative briefs | Wells, W., Moriarty, S. And Burnett, J. (2006), Advertising Principles and Practice 7th edition. Pearson, USA pp: 345 |
13 | Writing creative briefs | Wells, W., Moriarty, S. And Burnett, J. (2006), Advertising Principles and Practice 7th edition. Pearson, USA pp: 345 |
14 | Case study | |
15 | Semester Review | |
16 | Final Exam |
Course Notes/Textbooks | |
Suggested Readings/Materials | Effie Books - Advertising Foundation Publications |
EVALUATION SYSTEM
Semester Activities | Number | Weigthing |
Participation |
1
|
15
|
Laboratory / Application | ||
Field Work | ||
Quizzes / Studio Critiques |
1
|
20
|
Portfolio | ||
Homework / Assignments | ||
Presentation / Jury | ||
Project | ||
Seminar / Workshop | ||
Oral Exams | ||
Midterm |
1
|
25
|
Final Exam |
1
|
40
|
Total |
Weighting of Semester Activities on the Final Grade |
3
|
60
|
Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
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 |
0
|
||
Field Work |
0
|
||
Quizzes / Studio Critiques |
1
|
22
|
22
|
Portfolio |
0
|
||
Homework / Assignments |
0
|
||
Presentation / Jury |
0
|
||
Project |
0
|
||
Seminar / Workshop |
0
|
||
Oral Exam |
0
|
||
Midterms |
1
|
35
|
35
|
Final Exam |
1
|
45
|
45
|
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. |
|||||
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. |
X | ||||
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. |
X | ||||
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. |
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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) |
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12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
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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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