FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 349 | Course Introduction and Application Information
| Course Name |
Communication Agency for Designers II
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 349
|
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 provide Fine Arts - Design Faculty, New Media and Communication, Cinema and Digital Media students with working in an on-site, real-time 'simulation' agency to be conducted as an applied course. The course aims to graduate “young people with 1-year real agency experience who have created a portfolio of work”. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | In this course, students will take responsibility within the agency according to the position they want to work at, manage the communication and workflow process with new clients, produce creative work as a group and individually, and present these works to clients. |
|
|
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 | Planning the projects for the semester | |
| 2 | Systems for thinking and developing an advertising idea | Rossiter, J.; Langner, T.; Ang, L. (2003): “Visual creativity in advertising: a functional tipology”. ANZMAC 2003 Conference Proceedings. Adelaide 1-3 December 2003, 105-113. Kilgour, M., & Koslow, S. (2009). Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising. Journal of the Academy of Marketing Science, 37(3), 298-309. |
| 3 | Systems for thinking and developing an advertising idea | Koslow, S., Sasser, S. L., & Riordan, E. A. (2006). Do marketers get the advertising they need or the advertising they deserve? Agency views of how clients influence creativity. Journal of Advertising, 35(3), 81-101. |
| 4 | Functions and processes of "New Business" | |
| 5 | Meeting with clients and receiving briefs | |
| 6 | Working on briefs | Arden, P. (2006). Whatever you think think the opposite. London: Penguin. 1-47. |
| 7 | Working on briefs | Arden, P. (2006). Whatever you think think the opposite. London: Penguin. pp. 48-101. |
| 8 | Working on briefs | Arden, P. (2006). Whatever you think think the opposite. London: Penguin. pp.103-140. |
| 9 | Client presentations | Johar, G. V., Holbrook, M. B., & Stern, B. B. (2001). The role of myth in creative advertising design: Theory, process and outcome. Journal of Advertising, 30(2), 1-25. |
| 10 | Client presentations-continued | |
| 11 | Client presentations-continued | |
| 12 | Portfolio works | |
| 13 | Performance evaluation | |
| 14 | End-of-year exhibition | |
| 15 | Review of the semester | |
| 16 | Review of the semester |
| Course Notes/Textbooks | Arden, P. (2006). Whatever you think, think the opposite. London: Penguin. ISBN-13 : 978-1591841210. |
| 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. David Ogilvy, Ogilvy on Advertising, Vintage, NY, 1985. ISBN-13 : 978-0394729039. |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application |
1
|
50
|
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
10
|
| Presentation / Jury | ||
| Project |
1
|
30
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
70
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
30
|
| 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
|
16
|
16
|
| Presentation / Jury |
0
|
||
| Project |
1
|
30
|
30
|
| 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. |
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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) |
|||||
| 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. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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