| Course Name | Writing Workshop in Brand Communication |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MI 559 | Fall/Spring | 3 | 0 | 3 | 5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | - | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The aim of this workshop course is improving copywriting ability by creating an in-class activities. The course topics are the importance of copywriting in brand communication, major principles and concepts of copywriting, approaches to effective copywriting. Examples will be given about printed press, outdoor advertising, TV commercials and radio spots, direct marketing, brochure and digital advertising. Moreover, the process of creating PR messages and the copywriting methods in PR/communication which are suitable for different communication mediums will be discussed. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | The course will enable students to understand and write texts in various formats used in corporate communication, public relations and advertising. Students will be introduced with the systems and methods of creative thinking for improving the writing skills. |
| Related Sustainable Development Goals | |
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| Core Courses | |
| Major Area Courses | X | |
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Course overview | |
| 2 | Understanding the character archetypes and their relationship wtih the brands | |
| 3 | What is insight? How can we find and write a good one? | |
| 4 | What is brief? Brief writing activity | |
| 5 | Writing in Public Relations: Press Release | |
| 6 | Writing in Public Relations: Speech and Crisis Management | |
| 7 | Brain Storming and Mind Map technics | |
| 8 | Disruption technic | |
| 9 | Writing in Advertising: Print and Outdoor | |
| 10 | Writing in Advertising: Radio | |
| 11 | Writing in Advertising: Television | |
| 12 | Guest Speaker | |
| 13 | What is Goodvertising? | |
| 14 | Final Project Brief | |
| 15 | Class Activity for Final Project | |
| 16 | Final Project Presentations |
| Course Notes/Textbooks | Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters, Wiley; 1 edition (December 11, 2006) |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 20 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 4 | 40 |
| Presentation / Jury | 1 | 10 |
| Project | 1 | 30 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 7 | 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 | 8 | 3 | 24 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 4 | 6 | |
| Presentation / Jury | 1 | 15 | |
| Project | 1 | 20 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | |||
| Final Exams | |||
| Total | 131 |
| # | 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. | X | ||||
| 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
