FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 307 | Course Introduction and Application Information
| Course Name |
Creativity in Communication
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 307
|
Fall
|
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 WorkProblem SolvingCase StudyQ&AApplication: Experiment / Laboratory / WorkshopLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Systematically developing ‘Creativity’ - the most important mental activity of humans- as applied in PR and Advertising. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | In this course, students will learn about the system, methods and processes of creative thinking through theory, examples and applications. |
|
|
Core Courses | |
| Major Area Courses | ||
| Supportive Courses |
X
|
|
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction of the course | |
| 2 | What is creativity? What do we call "original"? | Pope, R. (2005). Creativity: Theory, history, practice. Psychology Press, 3- 32 |
| 3 | What is creativity? Why do we think some ideas are creative and some of them are not? | Pope, R. (2005). Creativity: Theory, history, practice. Psychology Press, 33-60 Sir Ken Robinson, Do schools kill creativitiy? (TED Talk) https://www.ted.com/talks/sir_ken_robinson_do_schools_kill_creativity Kirby Ferguson, Embracing the Remix (TED Talk) https://www.youtube.com/watch?v=zd-dqUuvLk4 |
| 4 | WARC Creative 100, WARC Effective 100 and WARC Media 100, Thinking Outside the Box | WARC Database, https://www.wikihow.com/Think-%27Outside-of-the-Box%27 Goldenberg, J., Levav, A., Mazursky, D. and Solomon, S. (2009). Cracking the Ad Code, Cambridge University Press. Astrid Baumgardner, Cracking the Code on Creativity (TEDx Talk) https://www.youtube.com/watch?v=0IAJsmOq6cg |
| 5 | Field Visit | |
| 6 | The health of creativity; brainstorming and mind mapping techniques for creative thinking | Michalko, M. (2001). Cracking Creativity : The Secrets of Creative Genius, Ten Speed Press; New Ed edition (July 2001), ISBN 15800831101 pp.257-281, 55-63, Buzan, T. (2018). Mind Map Mastery: The Complete Guide to Learning and Using the Most Powerful Thinking Tool in the Universe. Watkins Media Limited, Chapter I-II. |
| 7 | SCAMPER technique for creativity | Michalko, M. (2001). Cracking Creativity : The Secrets of Creative Genius, Ten Speed Press; New Ed edition (July 2001), ISBN 15800831101 pp.95-100. |
| 8 | Discussion of Cannes winners | |
| 9 | Creativity in Advertising | Guest speaker |
| 10 | Creativity in Advertising | Class workshop |
| 11 | Disruption Technic and Socratic Method | Arden, P. (2006). Whatever You Think, Think the Opposite ISBN-13: 978-1591841210 |
| 12 | Creativity Workshop | |
| 13 | Creativity for Good (What is Goodvertising?) | Kolster, T. (2012). Goodvertising: Creative Advertising That Cares, Thames & Hudson, pp. 130-154 ISBN-10 : 050051626X; ISBN-13 : 978-0500516263 |
| 14 | Data-Driven Creativity | https://advertisingweek.com/the-new-era-of-data-driven-creative/, https://www.adweek.com/sponsored/data-driven-creative-for-the-experience-age/ |
| 15 | Class Activity | |
| 16 | General evaluation |
| Course Notes/Textbooks | Michael Michalko, Cracking Creativity : The Secrets of Creative Genius, Ten Speed Press; New Ed edition (July 2001), ISBN 1580083110 |
|
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
15
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury |
1
|
25
|
| Project |
1
|
20
|
| Seminar / Workshop |
1
|
20
|
| Oral Exams | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
55
|
| Weighting of End-of-Semester Activities on the Final Grade |
2
|
45
|
| 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
|
2
|
20
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
16
|
16
|
| Presentation / Jury |
1
|
25
|
25
|
| Project |
1
|
30
|
30
|
| Seminar / Workshop |
1
|
11
|
11
|
| Oral Exam |
0
|
||
| Midterms |
0
|
||
| 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. |
|||||
| 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. |
|||||
| 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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