FACULTY OF COMMUNICATIONS THE DEPARTMENT OF ADVERTISING UNDERGRADUATE COURSE DESCRIPTIONS

Type of Course: Lecture + Seminar
Year: 1
Semester: Fall
Credits: 3 (3+0+3)
Instructor: Assistant Prof. Müberra Yüksel

Objective + Contents: Students are to achieve a basic understanding of advertising concepts, basic knowledge of advertising agencies and media relative to organizational structure, an understanding of the relationship of advertising to other marketing mix variables. An introduction to major media charcteristics, abasic understanding of advertising techniques and strategy and an overview of speciallized areas of advertising. After completing this course, the students should able to

• Identify the terms and concepts that are commonly used in promotion, media, marketing and advertising
• Analiyze own purchasing decisions and behavior as a consumer
• Outline an advertising plna
• Gain familiarity with campaigns, media, marketing and management
• Recognize appeals used in advertisements as indicated by performance on tests, Project and assingments

Prerequisite by Topic: None

Recommended Reading: Advertising: A frame work, by W. Ronald Lane and J. Thomas Russel, Prentice Hall, 2000

Teaching Methods: Classroom discussion, seminar

Assesment Tools: Midterm and final exam

Instruction Language: English

 

Type of Course: Lecture
Year: 2
Semester: Fall
Credits: 3 (3+0+3)
Instructor: Assistant Prof. Müberra Yüksel

Objective + Contents: The concept of organizational behavior is rooted more in theories of group dynamics and group growth; therefore, the focus of this course will be on exploring the social units within organizations. There will be special emphasis on: different levels of cultures and their interactions, different theoretical perspectives on culture formation, dynamics of learning complex beliefs and assumptions, ways to uncover behavioral assumptions, relationship between culture and leadership and cultural change.

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion

Assessment Tools: Midterm & Final Exam.

Instruction Language: English

 

Type of Course: Lecture
Year: 2
Semester: Fall
Credits: 3 (3+0+3)
Instructor: Asst. Prof. Lemi Baruh

Objective + Contents: Teaching students methods of statistical thinking is the aim of the course, including the use of statistical instruments, introduction to research in social sciences and analytic methods and theories.

Recommended Reading: Course Pack

Teaching Methods: Classroom Discussion, Projects/Teamwork

Assesment tools: Midterm & Final Exam

Instruction Language: English

 

Type of Course: Lecture + Seminar
Year: 2
Semester: Fall
Credits: 3 (3+0+3)
Instructor: Fehmi Gerçeker, Lecturer

 

Objective + Contents: The course is designed to introduce the students.: - Breakdown of script into required set-ups, generation of storyboards and shot list.

• • • - Professional practices for audition, casting and rehearsal process with actors.
    • - Basic knowledge of technology that allows us to capture the film and digital video image
    • - Basic knowledge of the operation of film or digital video cameras
    • - Theoretical Understanding of Non-linear editing systems, structure and principles.
    • - First hand knowledge of the process of working with the cinematographer and editor
    • - Understanding of the film production process
    • - Complete knowledge of the director's role in a production
    • - Practice supervising a crew, working with a team
    • - Introduction to Production Design and Location Planning
    • - Knowledge of how to set up a budget and financing for films advertisements as indicated by performance on tests, Project and assingments

Prerequisite by Topic: None

Recommended Reading: Hooper White. How To Produce Effective TV Commercials NTC Business Bokks 1989

Teaching Methods: Classroom discussion, seminar

Assesment Tools: Students will be expected to prepare and present two projects, and complete a final exam

Instruction Language: English

 

Type of Course: Lecture
Year: 2
Semester: Spring
Credits: 3 (3+0+3)
Instructor: Assoc. Prof. Tekin Memiş

Objective + Contents: This course will examine the following concepts: law and social order; the sources of law and the hierarchy of the sources; characteristics of the common law and the continental legal systems; main branches of public and private law; organization of the Turkish judicial system; the application of norms and the methods of interpretation; transactions and rights.

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion

Assesment tools: Midterm & Final Exam.

Instruction Language: English

 

Type of Course: Workshop
Year: 2
Semester: Spring
Credits: 3 (3+0+3)
Instructor: İzzeddin Çalışlar

Objective + Contents: This course guides the students in conceptual thinking and writing through one-paragraph to one-page essays on a variety of topics. Enrollment requires written consent of instructor received prior to registering, and a passing score in the grammar, spelling and punctuation test.

Recommended Reading: Course Reader

Teaching Methods: Lecture, Writing Workshops

Assessment tools: Homeworks, Final Paper

Instruction Language: English

 

Type of Course: Lecture
Year: 2
Semester: Spring
Credits: 3 (3+0+3)
Instructor: Staff

Objective + Content: This courseaddresses basic marketing and promotion principles used to increase awareness of buyer behaviors about products and services. Students learn to examine the role of marketing communications strategies In this course, students learn how to integrate all of the marketing communication elements to understand, respond and/or change consumer behavior. The course will help students to prepare sound segmentation, targeting and positioning strategies.

Prerequisite by Topic: None

Recommended Reading: Delbert I Hawkins, Consumer Behavior: Building Marketing Strategy (2003), McGraw-Hill/Irwin

Teaching Methods: Classroom discussion, Project/Teamwork

Assesment Tools: Midterm and final exam

Instruction Language: English

 

Type of Course: Lecture + Seminar
Year: 2
Semester: Spring
Credits: 3 (3+0+3)
Instructor: Staff

Objective + Content: This is a broad overview of design elements considered in the conseption and production of integrated communiaiton materials.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom discussion, Project/Teamwork

Assesment Tools: Midterm and final exam

Instruction Language: English

 

Type of Course: Lecture + Seminar
Year: 2
Semester: Spring
Credits: 3 (3+0+3)
Instructor: Hülya Nuran

Objective + Content: This course combines the skills previously taught in computer imaging. It�s designed to embrace emerging technologies and design parameters. This course brings Advertising art directors advanced skills for both traditional and evolving media design.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom discussion, Project/Teamwork

Assesment Tools: Midterm and final exam

Instruction Language: English

 

Type of Course: Lecture
Year: 2
Semester: Spring
Credits: 3 (3+0+3)
Instructor: Selçuk Kılıç

Objective + Content: This course gives an overview on the methods of research in the social sciences. The course prepares students to design a research Project for advertising, collect their research materials and prepare a report for their projects. Qualitative and quantitative methods are discussed.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom discussion

Assesment Tools: Midterm and final exam

Instruction Language: English

 

Type of Course: Lecture
Year: 2
Semester: Fall
Credits: 3 (3+0+3)
Instructor: Selçuk Kılıç

Objective + Content: This course aims to underline the importance of marketing in contemporary business and non-business environments. The key marketing concepts, analyzing the marketing environment, customers and competitors are the discussed in this course. It covers a variety of topics including market environment, consumer behavior, marketing research, segmentation and positioning..

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion, Project/Teamwork

Assesment Tools: Term Project

Instruction Language: English

 

Type of Course: Lecture
Year: 3
Semester: Fall
Credits: 3 (2+2+3)
Instructor: İzzeddin Çalışlar

Objective + Content: This course is designed to give students an idea of basic advertising within the communication process and marketing mix. It also aims to introduce types of advertising, advertising media, sales promotion, sponsorship and exhibitions, planning, executing and evaluation of an advertising process. The course includes preparation and presentation of an advertising campaign.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion, Project/Teamwork

Assesment Tools: Midterm and final exam

Instruction Language: English

Type of Course: Lecture+Seminar
Year: 3
Semester: Fall
Credits: 3 (3+0+3)
Instructor: Oğuz Peker

Objective + Content:
This course enables you to be different in performing your profession and developing your career. With the principles of NLP (Neuro Linguistic Programming) you can find out how to behave, how to think and how to believe. Perfectionism is something that you can observe, learn and act through modelling.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion, Project / Teamwork

Assesment Tools: Midterm and final exam

Instruction Language: English

 

Type of Course: Lecture
Year: 3
Semester: Fall
Credits: 3 (3+0+3)
Instructor: Emine Germen Wilson

Objective + Content: In this course aims to teach the students the role of sponsorhip and promotion in advertising communication. The students learns to manage how an advertising campaign is developed, managed and evaluated. The course also aims to teach to benefit from sales promotions to modify the behaviors.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion, Projects

Assesment Tools: Midterm and final exam/Term Project

Instruction Language: English

 

Type of Course: Lecture
Year: 3
Semester: Fall
Credits: 3 (3+0+3)
Instructor: Assistant. Prof. Bilgen Başal

Objective + Content: In this course, an examination of the organization and business operations of broadcast and non-broadcast media is offered. In this course, both for-profit and non-profit organizations will be analyzed using a number of analytical methods. Advertisement in marketing communications, advertisement company and place of media and importence of medıa, improvement of communication media in the world and Turkey, relation with marketing, advertisement media, consumer, operation method and organization of media planning in journal, visual aids and verbal aids and new media aids, superıority and weakness of these tools, example of media plan, choose agency in media planning and practise in Turkey will be examined in this course.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion, Project

Assesment Tools: Midterm and final exam/Term Project

Instruction Language: English

 

Type of Course: Lecture + Seminar
Year: 3
Semester: Fall
Credits: 3 (3+0+3)
Instructor: İsmail Hakkı Polat, Lecturer

Objective + Contents: The past 15 years have witnessed remarkable developments in information and communication technologies (ICT) which has been leading a revolutionary change in media industry. Often called "new media", this growing industry is an interdisciplinary concept covers all online & interactive media platforms such as internet, interactiveTV and mobile. This course is prepared for the students who may need to have a general view about the new media industry. Along the course, guest speakers from Turkish "new media" industry will share their own experiences with the students. After the course, the students will have; an introductory information about new media concept, social, technologic, political, cultural and regulatory consequences of new media, various new media case studies with "behind-the-scene"s, the future perspective for new media industry.

Prerequisite by Topic: None

Recommended Reading:
Lievrouw Leah A., Livingstone Sonia, The handbook of New Media, SAGE Publications, 2002.
Geray Haluk, İletişim ve Teknoloji: Uluslararası birikim düzeninde Yeni Medya Politikaları, Ütopya Yayınevi, 2002
Cavalier, Jean-Jaques, Medya ve iletişim teknolojileri, Salyangoz Yayınları

Teaching Methods: Classroom discussion, seminar

Assesment Tools: Attention and Participation, Term-Project/Presentations, Final Exam

Instruction Language: English

 

Type of Course: Lecture
Year: 3
Semester: Spring
Credits: 3 (2+2+3)
Instructor: Staff

Objective + Content: Students will learn the principles of copy and advertising design and apply these principles to writing and designing advertisements for print and broadcast media.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion, Project/Teamwork

Assesment Tools: Term Project

Instruction Language: English

 

Type of Course: Lecture + Seminar
Year: 3
Semester: Spring
Credits: 3 (3+0+3)
Instructor: Fehmi Gerçeker, Lecturer

Objective + Contents: Campaign design in advertising course has been designed to show how advertising can contrubute relevent and creative messages to marketing communications process. This course will provide the students the necessary knowledge to develop an advertising campaign. In addition to these, students also will be able to learn different approaches of advertising strategies.
Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom discussion, seminar

Assesment Tools: Midterm and Final exam

Instruction Language: English

 

Type of Course: Lecture
Year: 3
Semester: Spring
Credits: 3 (2+2+3)
Instructor: Staff

Objective + Content: This course examines the process of project, pre-production, production, post production, production staff and techniques of editing.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion, Project

Assesment Tools: Midterm and final exam/Term Project

Instruction Language: English

 

Type of Course: Lecture
Year: 3
Semester: Spring
Credits: 3 (2+2+3)
Instructor: Staff

Objective + Contents: This course aims to teach students how to produce advertisements and how to produce printed materials for indoor and outdoor media. In this course students learn all techniques of advertisement production and they produce their projects at the production places. Also, the students will learn the management of the advertising agencies.

Recommended Reading: Course Pack

Teaching Methods: Classroom Discussion , Projects/Teamwork

Assesment tools: Midterm & Final Exam

Instruction Language: English

 

Type of Course: Lecture
Year: 3
Semester: Spring
Credits: 3 (3+0+3)
Instructor: Assist.Prof. Müberra Yüksel

 

Objective + Content: The course is designed to introduce the students further into the world of Human Resource Management (HRM) in terms of theory and practice. Recent developments in HRM, both in the world and in Turkey, will be covered. Human resource management, in the narrow sense, often has a bad reputation of firing and an occupation consisting solely of bureaucracy particularly during crisis. Consequently, decisions made in organizations about who to hire, what training to give them, how to motivate and reward them have become more important. However, these decisions are not just made by the HR department. Individual employees, line managers and team members of organizations are becoming involved in selecting and evaluating co-workers. Managers/leaders are responsible for selection, training, performance management, and compensation decisions along with strategic human resource planning and investment. Reorienting human resource measurement to drive performance is the recent paradigm.

The aim of this course is to examine the main functions of HRM from an international and comparative perspective. The underlying theme of the course is the need for the effective management of people within the working environment. Students are expected to identify the key areas of HRM, the problems faced by HRM managers, the functions of HRM departments and the strategic role of HRM within the organization. The course will focus on increasing awareness about the conflicting and controversial approaches that affect current practices.

In this course, different quantitative and qualitative models in human resource management and organizational behavior will be examined with particulkar emphasis of systems framework and strategic planning. Core competence of the organization and competencies of human resources as well as the internal customer and citizenship role of employees will be analyzed. Case studies, teamwork, projects will combine thoretical framework with practice. Finally, reflective evaluation of selected practices will be presented and discussed.

Prerequisite by Topic: None

Recommended Reading: Course Reader,

Teaching Methods: Classroom discussion, Project/Teamwork

Assesment Tools: Midterm, final exam and home work

Instruction Language: English

 

Type of Course: Project
Year: 4
Semester: Fall
Credits: 3 (3+0+3)
Instructor: Sezgi Tufanda

Objective + Content: As their graduation project, the students will be asked to design an advertising campaign. Firstly, they will develop an integrated plan, outlining the objectives of the campaign. Then they will determine the possible campaign mediums and devise creative designs to reach the targeted objectives. The goal of the project is to utilize the knowledge they have gained throughout their education and prepare the students for their future professional lives and integrate them to the sector.

Prerequisite by Topic: None

Recommended Reading:

Teaching Methods: Teamwork

Assesment Tools: Term Project

Instruction Language: English

 

Type of Course: Lecture
Year: 4
Semester: Fall
Credits: 3 (2+2+3)
Instructor: Assos.Prof. Nurhan Babür Tosun

Objective + Content: This course issues brands, brand identity consumer affairs, corporate relations. The course explores the trends in brand management and the understanding of corporate cultures, rewards, and team building. In this course the challenge of branding will be examined in a world-wide context. The course concerns the elements that form the corporate profile such as commercial paper, corporate periodicals, magazines, journals, direct mail, graphics, web sites, television, promotional materials.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion

Assesment Tools: Midterm and final exam/Term Project

Instruction Language: English

 

Type of Course: Lecture
Year: 4
Semester: Spring
Credits: 3 (2+2+3)
Instructor: Fehmi Gerçeker

Objective + Content: In this course students will focus on the concept of management and related techniques as a survival tool in today's organizational world. This general management course offers the fundamentals of the field: A brief history of management and basic functions of management, such as planning, decision making, strategic management, organizing, leadership, influencing and controlling. The Management course will progress from a broader conceptual framework towards a more specifically defined area of advertising related issues.

Prerequisite by Topic: None

Recommended Reading: Course reader

Teaching Methods: Classroom Discussion

Assesment Tools: Midterm and final exam

Instruction Language: English

 

Type of Course: Lecture
Year: 4
Semester: Fall
Credits: 3 (2+2+3)
Instructor: Assos. Prof. Nurhan Babür Tosun

Objective + Content: Image Branding introduces the student to an understanding of the need to differentiate products and services in today�s world of alternatives, which provides consumers with the power of choice. A strong brand can have a dramatic impact on a purchasing decision. Strong brands will transcend industries and provide an organization with one of its most valuable assets.The basic teaching philosophy for this course is to blend the theory and practice of product and brand management in a comfortable, supportive classroom environment that promotes active learning. The purpose of the course is to inform students about the theories and practices in image branding., and lead them into a career in advertising. Therefore, student attendance and participation are crucial. Students will be expected to prepare and present one project, submit one research paper, and complete a final exam.

After completing this course;
. Students will develop an understanding of corporate/product perception on the part of the business organization�s �publics�; shareholders, employees, suppliers, strategic alliance partners, customers, communities, industry peers, media, and regulators.
. Students will be intellectually challenged to utilize marketing principles to create business and professional success.
-.Students will learn and utilize business environment analysis to identify a desired or current identity/image, to create a brand positioning strategy, and develop and nurture the positive perception of an organization or individual.
. Students will learn the reality of marketing leadership and influence versus market control.

Prerequisite by Topic: None

Recommended Reading: The Best of Branding,James Gregory ,McGraw Hill,2004

Teaching Methods: Classroom Discussion

Assesment Tools:
Attention and Participation: 10 %
Projects - Presentations : 20 %
Research Paper : 20 %
Final Exam : 50 %

Instruction Language: English

 

Type of Course: Lecture
Year: 4
Semester: Fall
Credits: 3 (3+0+3)
Instructor: Şehsuvar Matban

Objective + Contents: The aim of this course ise to make the students understand the graphic applications and visual studies in advertising sector and the programs used in graphic disagn.

Prerequisite by Topic: None

Recommended Reading: Course reader

Teaching Methods: Classroom discussion, seminar

Assesment Tools: Midterm and final exam

Instruction Language: English

 

Type of Course: Project
Year: 4;
Semester: Spring
Credits: 3 (3+0+3)
Instructor: Yrd.Doç.Dr. Müberra Yüksel

Objective + Content: See AD409

Prerequisite by Topic: None

Recommended Reading:

Teaching Methods: Teamwork

Assesment Tools: Term Project

Instruction Language: English

 

Type of Course: Lecture
Year: 4
Semester: Spring
Credits: 3 (2+2+3)
Instructor: Staff

Objective + Content: This course teaches the consept o media mix, matching product, consumer media profiles, conception, research, planning, and execution of advertising campaigns. There will be special emphasis on advanced copywriting, layout and production for print and broadcast media.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion

Assesment Tools: Midterm and final exam/Term Project

Instruction Language: English

 

Type of Course: Lecture
Year: 4
Semester: Spring
Credits: 3 (3+0+3)
Instructor: Staff

Objective + Content: CRM is a fundamental approach to doing business. That approach is to be customer-focused and customer driven, running all aspects of business to satisfy customers by addressing their requirements for products and by providing high-quality service. This course provides a vision about CRM fundamentals, the rising importance of strategy, thinking as a customer, communicating with customer, new trends in marketing and CRM empirical evidences with respect to different industries.

Prerequisite by Topic: None

Recommended Reading: Course Reader

Teaching Methods: Classroom Discussion, Project

Assesment Tools: Midterm and final exam/Term Project

Instruction Language: English