COURSE DESCRIPTION AND APPLICATION INFORMATION
| Course Name | Code | Semester | T+A+L (hour/week) | Type (C / O) | Local Credit | ECTS |
|---|---|---|---|---|---|---|
| New Trends in Advertising | ADV 404 | Spring | 03+00+00 | Elective | 3 | 6 |
| Academic Unit: | Communication Faculty |
| Mode of Delivery: | Face to face |
| Prerequisites: | None |
| Language of Instruction: | English |
| Level of Course Unit: | Undergraduate |
| Course Coordinator: | - - |
| Course Objectives: | The students are expected to:
• To understand the consumers and the clients, understand • Foresee the communication scape of the future • Developing an understanding of the creative use of advertising and its media • Develop a familiarity with channel/medium marketing. |
| Course Contents: | This course offers an overview of new trends in advertising, and the changes in the placement of consumers and media in the future landscape of advertising. |
| Learning Outcomes of the Course Unit (LO): |
|
| Planned Learning Activities and Teaching Methods: | The course consists of 3 basic modules. These are: 1. Changing Consumer Behaviors 2. Trends 3. Content Marketing Modules often start with an introduction that reveals the necessity of the concept that will be analyzed within the module. Students later are asked to present their observations and do small projects related to the concept to be able to interiorize the knowledge. The written and oral presentations of the projects are graded 20%. In class application reports (response papers) are graded . And Research reports are graded 0. The rest of the overall grade, 30%, then covered by the research presentations |
WEEKLY SUBJECTS AND RELATED PREPARATIONS
| Week | Subjects | Related Preperation |
|---|---|---|
| 1 | Orientation Week (Introduction and course plan) | |
| 2 | Changing world and appearance of the trends | Research |
| 3 | Changing behaviors that impact marketing and advertising | Research |
| 4 | Changing consumer behaviors in Turkey | Research & an oral presentation about the module and delivering project reports |
| 5 | Media trends and new tools | Selected readings |
| 6 | Design trends | Selected readings |
| 7 | Technology trends | Selected readings |
| 8 | Production trends | Selected readings & an oral presentation about the module and delivering project reports |
| 9 | Changing customer loyalty and beginning of the content | Selected readings |
| 10 | Content trends | Selected readings & response paper |
| 11 | Creating a data driven content | Selected readings |
| 12 | Content strategy of brands | Selected readings & an oral presentation about the module and delivering project reports. |
| 13 | Presentation Week | |
| 14 | Review Week |
At Kadir Has University, a Semester is 14 weeks; The weeks 15 and 16 are reserved for final exams.
REQUIRED AND RECOMMENDED READING
| Books: Pulizzi, Joe. Content INC. 1st ed. Mc Graw Hill Education, 2015 Odabaşı, Prof. Dr. Yavuz. Post Modern Pazarlamayı Anlamak, 1. Baskı, The Kitap, 2019 Articles: Wunderman Thompson Intelligence (web sitesi) - Protecting Digital Identities The New Social Media Streaming Wars 2.0 Generation Alpha Faith Popcorn’s Brain Reserve (web sitesi - Trendbank Think With Google (web sitesi) – Insights to understand consumer needs Content Marketing Institure – Content Management and Strategy |
OTHER COURSE RESOURCES
ASSESSMENT METHODS AND CRITERIA
| Semester Requirements | Number | Percentage of Grade (%) |
|---|---|---|
| Attendance / Participation | 12 | - |
| Practice / Exercise | 2 | 20 |
| Project | 3 | 30 |
| Presentation / Jury | 3 | 20 |
| Project Reports | 1 | 30 |
| Total: | 21 | 100 |
WORKLOAD
| Events | Count | Duration (Hours) | Total Workload (hour) |
|---|---|---|---|
| Course Hours | 14 | 3 | 42 |
| Practice / Exercise | 2 | 9 | 18 |
| Project | 3 | 10 | 30 |
| Preparation for Presentation / Jury | 3 | 10 | 30 |
| Presentation of Project Reports | 1 | 30 | 30 |
| Total Workload (hour): | 150 | ||
1 ECTS = 25 Hours Workload
THE RELATIONSHIP BETWEEN COURSE LEARNING OUTCOMES (LO) AND PROGRAM QUALIFICATIONS (PQ)
| # | PQ1 | PQ2 | PQ3 | PQ4 | PQ5 | PQ6 | PQ7 | PQ8 | PQ9 | PQ10 | PQ11 | PQ12 |
| LO1 | ||||||||||||
| LO2 | ||||||||||||
| LO3 |
Contribution: 1 Low, 2 Average, 3 High