| Course Name | Creative Strategy / Strategic Creativity |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MI 552 | Fall/Spring | 3 | 0 | 3 | 5 |
| Prerequisites | None | |||||
| Course Language | Turkish | |||||
| Course Type | Elective | |||||
| Course Level | Second Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The purpose of this course is to explain how “creativity” term should be defined and the importance of creativity for competition nowadays; and analyzing the strategies and methods for obtaining creative advantages in competition by starting with factors underlying the concept of “ creative strategy – strategic creativity”, generally in marketing communication and specifically in brand communication. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | Analyzing the various brands’ and corporates’ creativity and application cases by taking into consideration the strategies and applications for marketing communication. Exercises for strategy development phases. Case debates |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | X | |
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to the course What is creativity in business | |
| 2 | Brandin process, the sources of competitive advantage in branding process: the roles of R&D, profitability… advertising and marketing communication | |
| 3 | Differentiating – Similitude: The relationship between successful brand/work and what can be understood from competition. | |
| 4 | Brand models: launching, development and positioning | |
| 5 | Make a creative difference for bussiness creation and management: design thinking | |
| 6 | Design thinking methods I | |
| 7 | Design thinking methods II - delivering take home exam | |
| 8 | Workshop for design thinking applications | |
| 9 | Communication strategy: format and brief peocesses | |
| 10 | Creativity in marketing communication and advertising | |
| 11 | Defining of project | |
| 12 | Presentations for concepts and approaches | |
| 13 | Individual negotiations for the project I | |
| 14 | Individual negotiations for the project II | |
| 15 | Presentations and evaluations | |
| 16 | Presentations and evaluations |
| Course Notes/Textbooks | Powerpoint slides |
| Suggested Readings/Materials | - Hugh Davidson, The Committed Enterprise, Routledge 2003 - Jim Collins & Jerry Porras, Built to Last, Harper Business, 1994 - Youngme Moon, Different, Crown 2011 - Cees BM Van Riel, Charles Fombrun; Essentials of Corporate Communication, Routledge, 2007 - Charles Fombrun, Cees BM Van Riel; Fame and Fortune, FT Press, 2003 - Heather Fraser, Design Works, Rotman, 2012 - Marty Neumeier, Designful Company, New Riders, 2008 - Tim Brown, Change by Design, Harper Business, 2009 - Thomas Lockwood, Design Thinking: Integrating Innovation, Customer Experience and Brand Value, Allworth, 2009 - Thomas Frisendal, Design Thinking Business Analysis (Business Concept Mapping Applied), Springer, 2012 |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 4 | 20 |
| Presentation / Jury | ||
| Project | 1 | 50 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 20 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 100 | |
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 10 | 5 | 50 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 4 | 3 | |
| Presentation / Jury | |||
| Project | 1 | 28 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 12 | |
| Final Exams | |||
| Total | 150 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication. | X | ||||
| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. | |||||
| 3 | To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication. | |||||
| 4 | To be able to evaluate strategies and solution methods developed in brand communication. | X | ||||
| 5 | To be able to understand the basic principles of corporate communication management and gain the skills to apply them. | |||||
| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. | |||||
| 7 | To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders. | |||||
| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. | |||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
