PRA 486 | Course Introduction and Application Information - Department of Public Relations and Advertising

Course Name

Communication Agency II

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
PRA 486	Fall/Spring	0	12	6	9

Prerequisites

	PRA 204 To succeed (To get a grade of at least DD)
and	PRA 304 To succeed (To get a grade of at least DD)
and	PRA 307 To succeed (To get a grade of at least DD)
and	PRA 301 To succeed (To get a grade of at least DD)
or	PRA 320 To succeed (To get a grade of at least DD)
or	BA 324 To succeed (To get a grade of at least DD)

Course Language

English

Course Type

Elective

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
Critical feedback
Simulation
Application: Experiment / Laboratory / Workshop

National Occupation Classification

-

Course Coordinator

Öğr. Gör. Dr. Gözde ÇEVİKER ÇINAR

Course Lecturer(s)

Assistant(s)

-

Course Objectives	To provide PRA and VCD graduates who can experience agency environment at on-site, real-time simulation agency within the university.
Learning Outcomes	The students who succeeded in this course; To witness work flow of advertising agency and its departments and gain professional norms by experiencing it. To plan internal and external meetings, executions, reports, follow-up and to develop required competencies like face-to-face communications, correspondance, filing, creating archive etc To work ‘professionaly’ 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	Public relations and advertising students during their last year of study will actually work on the front line (going through stages in real-life) in an actual advertising agency setting. This applies without exception to all conditions in an agency such as real-time placement, operation and management: - Job application and interview are followed by identification of job descriptions and responsibilities of preferred position / department. Afterwards, students are provided with an orientation to familiarize them with the agency’s internal processes. Students are expected to develop an understanding of both agency’s internal process and the use of forms - Things to do from the first day of co-operation with the agency’s client (acquaintance, general briefing, meeting with account group, taking brief from client, deepening information, development and finalization of work schedule) - Development and finalization of communication strategy with inner workings of account group and evaluation of the strategy by agency management, preparation for the presentation - Strategy presentation for the client. Receiving comments and suggestions; making necessary corrections and modifications - Group doing creative work in line with the approved strategy and production of necessary communication materials (ads, movies, posters, radio, outdoor advertising, printed and digital materials, PR suggestions, marketing events, etc.), writing and graphic design works prepared as draft first and presenting them to client only after the approval of agency management - Developing media strategy for the proposed marketing communication campaign and making media planning decisions after the approval. - During the whole process, maintaining the required relationships via communication methods such as interviews, e-mail, telephone and SMS and preparing reports accordingly - Conducting interviews in which the performance is evaluated on a regular basis: each employee is provided with an performance evaluation form and receives info, which acts as an important step in his/her career planning - With the support of agency management, developing and finalizing Individual professional portfolio which will occur gradually At the end of the year an event in which the agency’s works are exhibited is planned in order to provide an opportunity for students to meet with representatives from the leading agencies of advertising industry.
Related Sustainable Development Goals

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

Week	Subjects	Related Preparation
1	Evaluation of the previous term and 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. Pp. 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	Midterm Week
10	Presentations to clients	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.
11	Presentations to clients
12	Works for portfolio
13	Performance evaluation
14	Final exhibition
15	Semester Review
16	Semester Review

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.

Regulations and guides for agency working and rules that employees should obey, information lists, meeting notes, brochures about advertising and self-control.

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	5	100
Weighting of End-of-Semester Activities on the Final Grade
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16		0
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16	12	192
Study Hours Out of Class	9	2	18
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments	1	10	10
Presentation / Jury			0
Project	1	50	50
Seminar / Workshop			0
Oral Exam			0
Midterms			0
Final Exam			0
		Total	270

#	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.	-	-	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.	-	-	-	-	-
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.	-	-	-	-	-