COURSE INTRODUCTION AND APPLICATION INFORMATION


Course Name
Creativity in Communication
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 307
Fall
3
0
3
5
Prerequisites
None
Course Language
English
Course Type
Required
Course Level
First Cycle
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives Designed to introduce students to a systematic understanding of the most discerning human activity: Creativity. Themes and topics to be explored/studied will include - The concept and importance of creativity in life, business and marketing communications - Definition(s) and interrelation of creativity, innovation, novelty, inventiveness, ingenuity… - The nature and stages of the creative process - Stories and cases about well-known creative persons, creativity cases and resulting creative products and concepts - Problems and opportunities of creativity faced in marketing, research, advertising, PR and branding - Personal, team and organizational creativity; management of creative skills in groups
Learning Outcomes The students who succeeded in this course;
  • Develop a sound understanding of the way creative process works on various levels and in different areas of life
  • Observe and share personal and group creativity, as a problem solving activity in classroom and become more comfortable in formulating ideas and expressing personal creativity, as well as a major awareness for quality of life
  • Apply learned techniques to the field [marketing communications in specific and life in general] related problems and opportunities
Course Content The course will be delivering a balanced mixture/combination of the theory and the application via - lectures - quick but illustrative applications of learnings - creativity exercises via individual & group work - creative assignments of diverse advertising type Academic honesty: Plagiarism, copying, cheating, purchasing essays/projects, presenting some one else’s work as your own and all sorts of literary theft is considered academic dishonesty. Under the rubric of İzmir University of Economics Faculty of Communication, all forms of academic dishonesty are considered as crime and end in disciplinary interrogation. According to YÖK’s Student Discipline Regulation, the consequence of cheating or attempting to cheat is 6 to 12 months expulsion. Having been done intentionally or accidentally does not change the punitive consequences of academic dishonesty. Academic honesty is each student’s own responsibility. Plagiarism is the most common form of academic dishonesty. According to the MerriamWebster Online Dictionary, to plagiarize means to steal and pass off (the ideas or words of another) as one's own. The easiest and most effective way to prevent plagiarism is to give reference when using someone else’s ideas, and to use quotation marks when using someone else’s exact words. A detailed informative guideline regarding plagiarism can be found at http://iletisim.ieu.edu.tr/ai.

 



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 Related Preparation
1 Introduction of the course and course schedule
2 Set the Framework of Creativity in Marketing Communication: Creative Brief - Dramatization
3 Determine the problems and opportunities: Workshop - Assignment 1 Power point presentations
4 Primary Objective of a Communication Professional: Triggering Emotions - Morris İmpulses Power point presentations
5 Primary Emotions and Deep Metaphors Power point presentations
6 Pyramid and Laddering: Assignment 2 Power point presentations
7 The Concept of Insight, Types of Insight, The Basic Methods of Insight Hunting Power point presentations
8 Methods of Insight Hunting: Playing with the Impulses and Metaphors Power point presentations
9 Finalize a Strategic Brief - Assignment 3 Power point presentations
10 Creative Patterns: Haluk Sicimoğlu Power point presentations
11 Creative Patterns: Patterns from Ancient Greece Power point presentations
12 Creative Patterns: Hebrew University of Jerusalem Patterns Power point presentations
13 Creative Brief Workshop - Final Assignment Power point presentations
14 Preparation for Final Assignments: Questions/Answers Power point presentations
15 Presentations of Final Assignements
16 Evaluations of Final Assignments
Course Textbooks Michael Michalko, Cracking Creativity : The Secrets of Creative Genius, Ten Speed Press; New Ed edition (July 2001), ISBN 1580083110 Jacob Goldenberg, Amnon Levav, David Mazursky, Sorin Solomon, Cracking the Ad Code, Cambridge University Press; 1 edition (April 27, 2009) ISBN 0521675979 25 Award Winning TV Formats – Leo Burnett internal material Mario Pricken – Creative Advertising, Thames & Hudson (May 2004), ISBN 978-0500284766
References

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
25
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
20
Presentation / Jury
Project
1
25
Seminar / Workshop
Midterms / Oral Exams
1
30
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
70
Contribution of Final Work to Final Grade
30
Total

ECTS / WORKLOAD TABLE

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
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
22
Presentation / Jury
Project
1
40
Seminar / Workshop
Midterms / Oral Exams
1
20
Final / Oral Exam
    Total
130

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

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

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