FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 345 | Course Introduction and Application Information
| Course Name |
Visual Strategies in Marketing Communication
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 345
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | - | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course focuses on creative visual strategies in marketing communication. The emphasis is on the successful translation of marketing concepts into visual executions across a variety of media. Students will develop an understanding of visual strategies and storytelling as a practice and craft in their projects of branding and commercial campaigns. Students will be able to communicate visually using diverse formats such as print, TV, mobile and social media. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course integrates 3 aspects: conceptualization, visual strategies and computer applications. Students will be actively engaged in learning that involves a range of individual and group activities such as project work, lectures, class discussion. |
|
|
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 introduction. | |
| 2 | What are Visual strategies? | Barry, P. (2016). The advertising concept book: Think now, design later. Thames & Hudson., Chapter 2, part I. Smith, V. (2008). “Visual Persuasion: Issues in the Translation of the Visual in Advertising.” Meta, 53 (1), 44–61. |
| 3 | Creative strategy framework | Barry, P. (2016). The advertising concept book: Think now, design later. Thames & Hudson., Chapter 2, part II. |
| 4 | Branding strategy case study | Barbara J. Phillips, Edward F. McQuarrie “Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising” Marketing Theory. Vol 4, Issue 1-2, 2004. pp. 113–136. Barry, P. (2016). The advertising concept book: Think now, design later. Thames & Hudson., Chapter 6 |
| 5 | Concept Development | Guy J. Golan, Ph.D., Lior Zaidner, “Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel,” Journal of Computer-Mediated Communication, Volume 13, Issue 4, 1 July 2008, Pages 959–972. |
| 6 | Presentation of project 1 branding | Prepare presentations for project 1 |
| 7 | Advertising in print and tv Sharing creative brief | Barry, P. (2016). The advertising concept book: Think now, design later. Thames & Hudson., pp. 56-89. |
| 8 | Project 2: Building / creating advertising for print, tv | Project #2, stage # 1 - strategy in Visuals |
| 9 | Continuation of Project 2 | Project#2 Stage #2 - improvement of previous week’s project #2 Design. |
| 10 | Finalizing project 2 and presentation | Finalize Project # 1 and prepare for the presentation to others in class. |
| 11 | Campaign / commercial campaign Sharing creative brief | Barry, P. (2016). The advertising concept book: Think now, design later. Thames & Hudson, pp. 90-97. |
| 12 | Project 3: building / creating marketing communication campaign for digital media | Project #3, Stage#1 Strategy and planning of Visuals |
| 13 | Project 3: building / creating marketing communication campaign for digital media | Project #3, Stage#2 - improvement of previous week’s project #3 |
| 14 | Finalizing project 3 and presentation | Prepare project 3 |
| 15 | Review of the Semester | |
| 16 | Review of the Semester |
| Course Notes/Textbooks | Barry, P. (2016). The advertising concept book: Think now, design later. Thames & Hudson. ISBN-13 : 978-0500292679. |
| Suggested Readings/Materials | Davis, D. (2016). Creative strategy and the business of design. Simon and Schuster. ISBN-13 : 978-1440341557.
Catharine Slade-Brooking, (2016). Creating a brand identity: a guide for designers. Laurence King Publishing. ISBN-13 : 978-1780675626.
Steven Heller & Veronique Vienne (2006) The Education of an Art Director, Allwroth Press. ISBN-13 : 978-1581154351. |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
15
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
3
|
15
|
| Presentation / Jury |
3
|
45
|
| Project |
3
|
25
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
10
|
100
|
| Weighting of End-of-Semester Activities on the Final Grade | ||
| 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 |
14
|
3
|
42
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
3
|
3
|
9
|
| Presentation / Jury |
3
|
10
|
30
|
| Project |
3
|
7
|
21
|
| Seminar / Workshop |
0
|
||
| 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. |
X | ||||
| 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. |
X | ||||
| 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
NEWS |ALL NEWS
1.3 million support from TUBITAK for the exemplary project
4 academics from Izmir University of Economics (IUE) took action on the increase in natural disasters such as floods, fires, tornadoes and
7 industrial visits in 3 days
Izmir University of Economics (IUE) Department of Public Relations and Advertising organized an industrial visit to Istanbul for its students to offer
‘Kindness in Communication’ ideas by IUE students
Students of Department of Public Relations and Advertising, Izmir University of Economics (IUE) developed creative ideas for a world-famous tire brand (Continental)
‘Kindness in Communication’ ideas by IUE students
Students of Department of Public Relations and Advertising, Izmir University of Economics (IUE) developed creative ideas for a world-famous tire brand (Continental)
Our department, which was accredited by the Communication Research Association (ILAD) in 2020, successfully completed the interim evaluation process and was entitled to a total of five years of accreditation.
ILAD, the national quality assurance institution authorized by the Higher Education Quality Board (YÖKAK) for communication education, accredited our Public Relations and
IUE graduate academic at a world-renowned university
Lena Çavuşoğlu, a graduate of Izmir University of Economics (IUE), pursued her dreams about having an academic career abroad instead of working
'International' cooperation of Izmir University of Economics
Izmir University of Economics (IUE) Department of Public Relations and Advertising took another important step towards internationalization and collaborated with the famous