SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
HIR6407	New directions in advertising	2	Fall	3	0	3	6

Course Type :	University Elective
Cycle:	Bachelor      TQF-HE:6. Master`s Degree      QF-EHEA:First Cycle      EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Profesör Dr. PINAR SEDEN MERAL
Dersin Öğretim Eleman(lar)ı:	Profesör Dr. PINAR SEDEN MERAL
Dersin Kategorisi:	Competency Development (University Elective)

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:	The aim of this course is for students to know the changes that have taken place in the field of advertising in the historical process and to interpret how these changes affect and direct new trends today and in the future.
Course Content:	Traditional and digital advertising channels, analysis of advertisement examples and campaigns produced for these channels, digital advertising platforms and advertising models, new trends in the advertising sector constitute the content of this course.

Course Specific Rules

None

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) Can evaluate emerging trends in advertising (such as digitalization, data-driven marketing, and artificial intelligence

Skills (Describe as Cognitive and/or Practical Skills.)

1) Can analyze advertising strategies in new media environments and develop effective campaign approaches.

2) Can evaluate target audience behavior and consumer insights to generate creative advertising ideas.

3) Can effectively use digital advertising tools and platforms (such as social media and programmatic advertising).

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

1) Can evaluate the performance of advertising campaigns using data and metrics.

2) Can evaluate advertising practices in terms of ethical, social, and cultural dimensions.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Orientation
2)	Traditional advertising media and models I
3)	Traditional advertising media and models II
4)	Various applications in advertising environments I
5)	Various applications in advertising environments II
6)	Internet advertising
7)	Advertising production and application examples on digital platforms I
8)	Midterm
9)	Advertising production and application examples on digital platforms II
10)	Advertising production and application examples on digital platforms III
11)	Advertising documentary: Art& Copy
12)	New Media Experience Ads I
13)	New Media Experience Ads II
14)	New Media Experience Ads III

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:	Dijital Markalama - Pınar Seden Meral
References:	Yeni Nesil Reklamcılık - Fons van Dyck İnternette Reklamcılık: Dünyada ve Türkiye`de İnternet ve İnternet Reklamcılığı Kavramlar - Aytaç Mestçi Dijital Çağda Ogilvy`ye Göre Reklamcılık - Miles Young Augmented - Artırılmış Gerçeklik, Daniel H. Pink Yapay Zeka: Dördüncü Sanayi Devrimi, Peter Skalfist , Vasil Teigens , Daniel Mikelsten

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)	1	2	3	4	5	6
Program Öğrenme Çıktıları (PÖÇ)
1) Can explain the concepts relating to the computer science and design techniques required in digital game design.
2) They can keep abreast of developments in advanced technologies and digital transformation, embrace a sense of ethical and social responsibility, and take these into account in their work.
3) He can apply game design elements in various fields within the context of gamification.
4) Can analyse historical and theoretical knowledge relating to analogue and digital games.
5) They can develop designs in a digital environment by using their three-dimensional thinking skills.
6) They can analyse design elements by applying their theoretical knowledge during the game development process.
7) They can analyse design elements by applying their theoretical knowledge during the game development process.
8) You can solve problems by using artificial intelligence techniques during the game development process.
9) They can apply calculations based on the principles of mathematics and physics in game design processes.
10) They can apply animation techniques in digital games developed for various platforms.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Can explain the concepts relating to the computer science and design techniques required in digital game design.
2)	They can keep abreast of developments in advanced technologies and digital transformation, embrace a sense of ethical and social responsibility, and take these into account in their work.
3)	He can apply game design elements in various fields within the context of gamification.	3
4)	Can analyse historical and theoretical knowledge relating to analogue and digital games.
5)	They can develop designs in a digital environment by using their three-dimensional thinking skills.
6)	They can analyse design elements by applying their theoretical knowledge during the game development process.	2
7)	They can analyse design elements by applying their theoretical knowledge during the game development process.
8)	You can solve problems by using artificial intelligence techniques during the game development process.
9)	They can apply calculations based on the principles of mathematics and physics in game design processes.
10)	They can apply animation techniques in digital games developed for various platforms.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Views
Reading
Seminar

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Final Exam
Quiz

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Quizzes	1	% 15.00
Midterms	1	% 35.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	1	14	14
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	56
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	1	15	15
Midterms	1	36	36
Semester Final Exam	1	46	46
Total Workload of Assesment & Evaluation Activities	-	-	97
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			153
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6