PRA 370 | Course Introduction and Application Information - Department of Public Relations and Advertising

Course Name

Creativity in Brand Communication

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
PRA 370	Fall/Spring	3	0	3	5

Prerequisites	None
Course Language	English
Course Type	Elective
Course Level	First Cycle
Mode of Delivery	Online
Teaching Methods and Techniques of the Course	Discussion Group Work Problem Solving Case Study Q&A Critical feedback Jury Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Öğr. Gör. Dr. Burak AMİRAK
Assistant(s)	-

Course Objectives

To introduce a comprehension of the strategic relationship between brands and creative branding process. The course will provide students with the creative nature of brand insights and branding process.

Learning Outcomes

The students who succeeded in this course;

Will be able to redefine creativity in terms of business and brand communication
Will be able to identify the vision of brand insight and creativity
Will be able to develop innovative and creative communication solutions
To witness work flow of advertising agency and its departments and gain professional norms by experiencing it.
To work ‘professionally’ for distinguished accounts in product and service categories and in corporate communicaitons. To learn to turn theoretical knowledge into action, to gain first hand experience and understand how works of advertising is evaluated by the advetiser/client. To join the evaluation meeting. To follow up the consequences of the evaluations/feedbacks.
To have a unique and reputable portfolio of projects/works for job applications and interviews after graduation.
To experience Employee Performance Evaluation in an advertising agency as an ‘employee’ which is expected to run regularly. To gain experience in career planning and orientation.

Course Description

The course demonstrates a creative insight into the context and contemporary environment of branding and brand communication process through a series of case studies, lectures and in-class activities and developing and finalizing Individual professional portfolio.

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

Week	Subjects	Related Preparation	Learning Outcome
1	Introduction
2	The Energy of Connection: your customers’ search for meaning.	Sutherland, C. (2017). Creating Brand Energy. ebook, pp.16-28
3	The Energy Cycle: basic units of experience	Sutherland, C. (2017). Creating Brand Energy. ebook, pp.29-41
4	The Brand Creation Process: defining a business self	Sutherland, C. (2017). Creating Brand Energy. ebook, pp. 42-52
5	Your Purpose: your energy charge/ Your Values: your energy’s fuel	Sutherland, C. (2017). Creating Brand Energy. ebook, pp.62-79
6	Your Personality: your energy style/Your Product: your connection point	Sutherland, C. (2017). Creating Brand Energy. ebook, pp.80-88
7	The Brand Creation Cycle: a summary	Sutherland, C. (2017). Creating Brand Energy. ebook, pp.216-219
8	Creative Thinking Techniques / Brain storming
9	Creative Thinking Techniques / Mind Mapping	https://tonybuzan.com/
10	Advertising Appeals	Ruiz, S., & Sicilia, M. (2004). The impact of cognitive and/or affective processing styles on consumer response to advertising appeals. Journal of business Research, 57(6), 657-664. / Dens, N., & De Pelsmacker, P. (2010). Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement. Journal of Brand Management, 18(1), 50-65.
11	Midterm
12	Storytelling	Campbell, J. (2012). The Hero with A Thousand Faces (The Collected Works of Joseph Campbell), 3rd Edition. New World Library, USA
13	Case study	Creative brand communication examples
14	Case study	Creative brand communication examples
15	Semester review
16	Final

Course Notes/Textbooks

Sutherland, C. (2017). Creating Brand Energy. ebook, ISBN 9780646529738

Suggested Readings/Materials

Paul Arden, Whatever You Think Think The Opposite, Penguin UK (March 2006), ISBN 0141025719 /// Eric Maisel, The Creativity Book - a year’s worth of inspiration and guidance, Torcher Putnam (June 2000), ISBN 1585420298 /// Diane Barth, Day Dreaming - Unlock the Creative Power of Your Mind, Penguin (1997), ISBN 014025031X /// Jack Foster, How to Get Ideas, Berrett-Koehler (October 1996), ISBN 15765006X /// Joey Reiman, Thinking for a Living - Creating Ideas that Revitalize Your Business, Career & Life, Longstreet (1998), ISBN1563524694

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments	2	20
Presentation / Jury
Project
Seminar / Workshop
Oral Exams
Midterm	1	30
Final Exam	1	40
Total

Weighting of Semester Activities on the Final Grade	4	60
Weighting of End-of-Semester Activities on the Final Grade	1	40
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	9	2	18
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments	2	12	24
Presentation / Jury			0
Project			0
Seminar / Workshop			0
Oral Exam			0
Midterms	1	25	25
Final Exam	1	35	35
		Total	150

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