Course Name | Strategic Advertising Analysis |
Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
---|---|---|---|---|---|
PRA 400 | Fall/Spring | 3 | 0 | 3 | 4 |
Prerequisites | None | |||||
Course Language | English | |||||
Course Type | Elective | |||||
Course Level | First Cycle | |||||
Mode of Delivery | - | |||||
Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ALecture / Presentation | |||||
Course Coordinator | - | |||||
Course Lecturer(s) | ||||||
Assistant(s) | - |
Course Objectives | To embrace the competancy of describing the strategy and /or tactics that the brands execute by analysing their advertising. |
Learning Outcomes | The students who succeeded in this course;
|
Course Description | This course is designed to understand the brands’ strategy and tactics by analyzing the advertising. This analysis will lay the foundations (objective, target audience, proposition, reason why, tone of voice, media and budget) of the “brief” that caused the advertising to come to life. The analysis by industry will reveal the conventions of the industry. |
Related Sustainable Development Goals | |
| Core Courses | |
Major Area Courses | ||
Supportive Courses | ||
Media and Managment Skills Courses | ||
Transferable Skill Courses |
Week | Subjects | Required Materials |
1 | Introduction | |
2 | Case study | |
3 | The role of advertising analysis in understanding the competition | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 21-26,74-78 |
4 | To reveal the diversity of objectives in advertising | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 35-47, 110-150, 283-286 |
5 | To reveal the diversity of target audiences in advertising | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 197-229 |
6 | Discovering the impact of the “proposition” and” reason why” on competition | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p., 273-282, 413-435 |
7 | Determining the differentiation value that tone of voice of the advertising delivers | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p., 413-435 |
8 | Midterm | |
9 | The effect of choosing media on strategy | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p., 333-380 |
10 | The price/performance balance revealed | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 235-261 |
11 | To analyze the advertising idea at the scale of competition to determine the “winning idea” | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 460-502 |
12 | Case study | |
13 | To point out the codes or cues of the brands and analyze the effects on competition | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org/ p. 151-158 |
14 | Case study | |
15 | Review of the Semester | |
16 | Final |
Course Notes/Textbooks | Solomon, M. R., Duke Cornell, L., & Nizan, A. (2012), Advertising Campaigns Start to Finish v. 1.0, https://creativecommons.org |
Suggested Readings/Materials |
|
Semester Activities | Number | Weigthing |
Participation | 1 | 10 |
Laboratory / Application | ||
Field Work | ||
Quizzes / Studio Critiques | ||
Portfolio | ||
Homework / Assignments | 1 | 15 |
Presentation / Jury | 1 | 5 |
Project | ||
Seminar / Workshop | ||
Oral Exam | ||
Midterm | 1 | 30 |
Final Exam | 1 | 40 |
Total |
Weighting of Semester Activities on the Final Grade | 4 | 60 |
Weighting of End-of-Semester Activities on the Final Grade | 1 | 40 |
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 | 12 | 1 | 12 |
Field Work | |||
Quizzes / Studio Critiques | |||
Portfolio | |||
Homework / Assignments | 1 | 12 | |
Presentation / Jury | 1 | 5 | |
Project | |||
Seminar / Workshop | |||
Oral Exam | |||
Midterms | 1 | 15 | |
Final Exams | 1 | 28 | |
Total | 120 |
# | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest