FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 347 | Course Introduction and Application Information
| Course Name |
Communication Agency for Designers I
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 347
|
Fall/Spring
|
2
|
2
|
3
|
4
|
| 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 | DiscussionGroup WorkProblem SolvingCase StudyQ&ACritical feedbackSimulationApplication: Experiment / Laboratory / Workshop | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The aim of this course is to transform the theoretical knowledge acquired by Fine Arts - Design Faculty, New Media and Communication, Cinema and Digital Media students into practical application in an interdisciplinary format with the students of Public Relations and Advertising, to experience the operation in companies and institutions before starting professional life, and to create portfolios they can use as a reference in job applications. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course will focus on creative marketing communication strategies, advertising approaches and ideas, producing media strategies, visual designs of advertisements, film creation processes, agency operation and customer relationship management methods. This 'simulation' of professional experience aims to provide the ability to work in marketing communication companies and the advantage of getting a job quickly. |
|
|
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 | General introduction to the procedures of the agency; understanding the mission and vision of the agency; initial orientation to the workflow and operation | Nyilasy, G., Canniford, R. and J. Kreshel, P. (2013), "Ad agency professionals' mental models of advertising creativity", European Journal of Marketing, Vol. 47 No. 10, pp. 1691-1710. |
| 2 | Designation of Brand-Client Groups | Vilanilam, J. V., & Varghese, A. K. (2004). Advertising basics!: a resource guide for beginners. SAGE. Chapter 3 |
| 3 | Initial meetings with Clients, briefings start | Beltramini, R. F., & Pitta, D. A. (1991). Underlying dimensions and communications strategies of the advertising agency-client relationship. International Journal of Advertising, 10(2), 151-159. |
| 4 | De-briefing works | Ogilvy, D. (2013). Ogilvy on advertising. Vintage. (Chapter 2) |
| 5 | Intra agency work: Strategic planning, group and total agency creative work; sessions with the Creative Director, Client Service Director, Sr Art Director. | |
| 6 | Working with the Directors - continued | Anaya, M. A. (2008). Changing appearances: magazine advertising layout and design, 1980-2005. |
| 7 | Preparation of the presentations, rehearsals | In-class work |
| 8 | Presentations to Clients | |
| 9 | Approval or Revision Requirements (Production/Broadcast) | In-class work |
| 10 | Briefs from New Clients | |
| 11 | De-briefing | In-class work |
| 12 | Intra agency work: Strategic planning, group and total agency creative work; sessions with the Creative Director, | |
| 13 | Preparation of presentations, rehearsals | |
| 14 | Final Presentations | |
| 15 | Review of the semester | |
| 16 | Review of the semester |
| Course Notes/Textbooks | Vilanilam, J. V., & Varghese, A. K. (2004). Advertising basics!: a resource guide for beginners. SAGE. ISBN-13 : 978-0761998105. Ogilvy, D. (2013). Ogilvy on advertising. Vintage. ISBN-13 : 978-0394729039. |
| Suggested Readings/Materials | Alan Krieff, How to start and run your own advertising agency, McGraw-Hill, NY, 1993. ISBN-13 : 978-0070352193. Herbert S Gardner, The Advertising Agency Business, Crain, Chicago, 1976. ISBN-13 : 978-0844231679 Nancy Vonk, Janet Kestin, Pick Me – Breaking into Advertising and Staying There, Wiley, Hoboken NJ, 2001. ISBN-13 : 978-0471715573. Fishel, Catharine. Inside the Business of Graphic Design: 60 Leaders Share Their Secrets of Success. Simon and Schuster, 2002. ISBN-13 : 978-1581152579 Crow, David. Visible signs: an introduction to semiotics in the visual arts. Vol. 40. ava publishing, 2010. ISBN-13 : 978-2940411429 Jon Steel, Perfect Pitch – The Art of Selling Ideas and Winning New Business, Wiley, NY, 2007. ISBN-13 : 978-0471789765. Pete Barry, The Advertising Concept Book – A Complete Guide to Creative Ideas, Strategies, Thames & Hudson, London UK, 2008. ISBN-13 : 978-0500290316. |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury |
1
|
20
|
| Project |
1
|
50
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
80
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
20
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
2
|
32
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
2
|
32
|
| Study Hours Out of Class |
10
|
1
|
10
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
10
|
10
|
| Presentation / Jury |
1
|
10
|
10
|
| Project |
1
|
26
|
26
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
0
|
||
| Final Exam |
0
|
||
| Total |
120
|
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. |
X | ||||
| 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. |
|||||
| 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. |
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. |
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| 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. |
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| 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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