COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name
Copywriting
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 304
Fall/Spring
3
0
3
5
Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course Discussion
Group Work
Case Study
Q&A
Lecture / Presentation
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives Developing the thinking and writing skills required for copywriting in marketing communication in general and in advertising specifically.
Learning Outcomes The students who succeeded in this course;
  • Decode and interpret the brief to discuss for agreement on what needs to be created/written
  • Contemplate the needed creative language, express his/her ideas in written copy / text alternatives
  • Evaluate (including the related discussion) the critiques by Group Director or Copy Supervisor on copy approach or execution.
  • Handle copy revisions in accordance with Group Director ‘s / Copy Supervisor’s (or ultimately the Client’s) directions for revisions
  • Experience the importance of mastering the rules of language and writing in copywriting
  • Understand why the examples of iconic/award winning copy is considered creative, and apply those in his/her work
Course Description A ‘do to learn’ type course where students will think and write like a ‘jr. copywriter’ by trying their hand at different types of copy; evaluation, and consequently, revision or recognition of of the resulting copy.
Related Sustainable Development Goals

 



Course Category

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

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Course Description
2 What does a Copywriter do?
3 How to write an advertising idea? Blythe, J. (2006). Essentials of marketing communication (3rd ed.). FT/Prentice Hall.
4 How to write an advertising idea? 2 Ries, A. (2006). Marka yaratmanın 22 kural. MediaCat Kitapları.
5 Story and storytelling in marketing
6 Headline and copy Williamson, J. (2001). Reklamların dili: reklamlarda anlam ve ideoloji = decoding advertisements: ideology and meaning in advertisin. Ütopya.
7 Midterm
8 Scenario
9 Mediums and copywriting Kitchen, P. J., & Uzunoglu, E. (2015). Integrated communications in the postmodern era. Springer.
10 Media and Copywriting II Ries, A. & Trout, J. (2004). Positioning: the battle for your mind. New York ; London : McGraw-Hill.
11 Final Project Briefing
12 Final Project Preparation
13 Final Project Preparation
14 Final Projects
15 Semester Review
16 Semester Review
Course Notes/Textbooks
Suggested Readings/Materials

Konumlandırma       

Al Ries; Jack Trout   

ISBN-10 ‏ : ‎ 6054584375 ISBN-13 ‏ : ‎ 978-6054584376 

Satan Reklam Yaratmak    

Sam Bennet, Luke Sullivan ISBN-10. 9758378368. ISBN-13. 978-6054584529. 

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
20
Laboratory / Application
Field Work
Quizzes / Studio Critiques
1
10
Portfolio
Homework / Assignments
1
20
Presentation / Jury
Project
1
30
Seminar / Workshop
Oral Exam
Midterm
1
20
Final Exam
Total

Weighting of Semester Activities on the Final Grade
4
70
Weighting of End-of-Semester Activities on the Final Grade
1
30
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
10
1
10
Field Work
Quizzes / Studio Critiques
1
12
Portfolio
Homework / Assignments
1
20
Presentation / Jury
Project
1
40
Seminar / Workshop
Oral Exam
Midterms
1
20
Final Exams
    Total
150

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5

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