PRA 307 | Course Introduction and Application Information - Department of Public Relations and Advertising

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	Discussion Group Work Problem Solving Case Study Q&A Application: Experiment / Laboratory / Workshop Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Prof. Dr. Sema MİSÇİ KİP
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; The students who succeed in this course will be able to; describe the meaning and place of creativity in life, business and marketing communication. apply the skills of creative thinking in different levels and areas. evaluate the context and details of world famous cases of creativity, creative people, creative products and concepts. develop confidence with idea generation and express personal creativity; develop awareness about quality of life. test knowledge and skills to test and manage personal, group and organizational creativity. develop skills in producing creative solutions for problems in marketing, research, advertising, pr and branding.
Course Description	In this course, students will learn about the system, methods and processes of creative thinking through theory, examples and applications.
Related Sustainable Development Goals

Course Category	Core Courses
	Major Area Courses
	Supportive Courses	X
	Media and Management Skills Courses
	Transferable Skill Courses

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	Working for the creativity project	-
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

John Hegarty, Hegarty on Advertising: Turning Intelligence Into the Magic, Thames & Hudson; a edition (June 13, 2011), ISBN-13: 978-0500515563

Tony Buzan, The Power of Creative Intelligence: 10 ways to top into your creative genius, Thorsons (May 21, 2001), ISBN-13: 978-0722540503

Paul Arden, Whatever You Think, Think the Opposite, Portfolio; 3/16/06 edition (March 10, 2006), ISBN-13: 978-1591841210

John Berger, Ways of Seeing, Penguin Books; 1 edition (December 1, 1990), ISBN-13: 978-0140135152

Thomas Kolster, Goodvertising: Creative Advertising That Cares, Thames & Hudson; 1 edition (October 1, 2012), ISBN-13: 978-0500516293

Goldenberg, J., Levav, A., Mazursky, D. and Solomon, S. (2009). Cracking the Ad Code, Cambridge University Press. ISBN-13: ‎ 978-0521859059

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

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

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	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.	-	X	-	-	-
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.	-	-	-	-	-