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
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 Content 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.

 



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
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 Writing creative a strategy Wells, W., Moriarty, S. And Burnett, J. (2006), Advertising Principles and Practice 7th edition. Pearson, USA pp: 336-345
10 Writing creative briefs Wells, W., Moriarty, S. And Burnett, J. (2006), Advertising Principles and Practice 7th edition. Pearson, USA pp: 345
11 Midterm exam
12 Case study Effie Case
13 Project
14 Project
15 Project presentations
16 Review of the semester
Course Textbooks
References

Effie Books - Advertising Foundation Publications

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
20
Presentation / Jury
1
10
Project
1
35
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
25
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
5
100
Contribution of Final Work to Final Grade
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
16
1
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
16
Presentation / Jury
1
15
Project
1
35
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
10
Final / Oral Exam
    Total
140

 

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