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 competancy of structuring and making a managable process of inspiration where it is the most improtant catalyst in leveraging business results using creativity in communication and brand management.
Learning Outcomes The students who succeeded in this course;
  • will learn to transform data into knowledge regarding differantiating 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 using the knowledge creativly which will leverage the brand’s potential.
  • will be able to determine the coherence of creative work and the creative brief and the creative strategy
Course Content This course is designed to emphasize that the consept “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.

ACADEMIC CAUTION

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
2 What is data? What is knowledge?
3 Defining sources of knowledge
4 Reaching sources of knowledge
5 Structuring knowledge
6 Discovering qualified knowledge Exercises on revealing perceptions (prejudice), attitudes (belief), behaviours (experience)
7 Shaping qualified knowldege Mindmapping
8 Enriching knowledge with inspiration Exercises on idea generation
9 Writing creative a strategy
10 Writing creative biefs
11 Midterm exam
12 Case study Effie Case
13 Case study Effie Case
14 Project Writing creative strategy and creative brief
15 Project presentations
16 Review of the Semester  
Course Textbooks Lecture
References 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
Midterms / Oral Exams
1
25
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
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
20
Project
1
30
Seminar / Workshop
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