COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name
Knowledge Management in Advertising
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 410
Fall/Spring
3
0
3
5
Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery face to face
Teaching Methods and Techniques of the Course
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives To embrace the competency of structuring and making a manageable process of inspiration where it is the most important catalyst in leveraging business results using creativity in communication and brand management.
Learning Outcomes The students who succeeded in this course;
  • will be able to transform data into knowledge regarding differentiating a brand in communication and brand management.
  • will be able to develop the techniques of expressing him/herself and using the knowledge creatively in composing business objectives, communication objectives, target audience and propositions
  • Will be able to write creative strategies in communication projects
  • will be able to write creative briefs in communication projects
  • will be able to discuss the coherence of creative work and the creative brief and the creative strategy
Course Description This course is designed to emphasize that the concept “inspiration” is an outcome of a structured process which triggers creativity that has an impact on business results. The course delivers the competency of concretizing inspiration (by nature being an abstract concept) to maximize the impact of creativity on business results. As the creative work that impacts the business results will create value, the students will experience the process of turning data into knowledge and turn that knowledge into a new one by using inspiration as a catalyst.
Related Sustainable Development Goals

 



Course Category

 Core Courses
Major Area Courses
X
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Introduction
2 What is data? What is knowledge? Morville, P. and Rosenfeld, L.(2006), Information Architecture for the World Wide Web, Third Edition, O’Reilly Media, Inc., USA PP(30-41)
3 Defining sources of knowledge Morville, P. and Rosenfeld, L.(2006), Information Architecture for the World Wide Web, Third Edition, O’Reilly Media, Inc., USA PP(30-41)
4 Reaching sources of knowledge Maryam Alavi, M. and Leidner, D.E. (2001), Review: Knowledge Management and Knowledge Management Systems: Conceptual Foundations and Research Issues, MIS Quarterly, Vol. 25, No. 1. (Mar., 2001), pp. 107-136.
5 Structuring knowledge Maryam Alavi, M. and Leidner, D.E. (2001), Review: Knowledge Management and Knowledge Management Systems: Conceptual Foundations and Research Issues, MIS Quarterly, Vol. 25, No. 1. (Mar., 2001), pp. 107-136.
6 Discovering qualified knowledge D.A. Kolb, (1984) Experiential learning: experience as the source of learning and development, Englewood Cliffs, NJ, Prentice Hall, PP 21-38 http://www.learningfromexperience.com/images/uploads/process-of-experiential-learning.pdf https://www.simplypsychology.org/learning-kolb.html
7 Shaping qualified knowldege Tony Buzan, MindMap https://www.youtube.com/watch?v=MlabrWv25qQ
8 Enriching knowledge with inspiration De Bono, E. (1990) Lateral Thinking, Harper Perennial, USA pp:61-275
9 Midterm Exam
10 Writing creative a strategy Wells, W., Moriarty, S. And Burnett, J. (2006), Advertising Principles and Practice 7th edition. Pearson, USA pp: 336-345
11 Case study
12 Writing creative briefs Wells, W., Moriarty, S. And Burnett, J. (2006), Advertising Principles and Practice 7th edition. Pearson, USA pp: 345
13 Writing creative briefs Wells, W., Moriarty, S. And Burnett, J. (2006), Advertising Principles and Practice 7th edition. Pearson, USA pp: 345
14 Case study
15 Semester Review
16 Final Exam
Course Notes/Textbooks
Suggested Readings/Materials

Effie Books - Advertising Foundation Publications

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
15
Laboratory / Application
Field Work
Quizzes / Studio Critiques
1
20
Portfolio
Homework / Assignments
Presentation / Jury
Project
Seminar / Workshop
Oral Exam
Midterm
1
25
Final Exam
1
40
Total

Weighting of Semester Activities on the Final Grade
3
60
Weighting of End-of-Semester Activities on the Final Grade
1
40
Total

ECTS / WORKLOAD TABLE

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
0
Field Work
Quizzes / Studio Critiques
1
22
Portfolio
Homework / Assignments
Presentation / Jury
Project
Seminar / Workshop
Oral Exam
Midterms
1
35
Final Exams
1
45
    Total
150

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
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.
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.
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.
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.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest