Course Detail
Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| AA | MGS3216327 | Spring Semester | 1+2 | 2 | 5 |
| Course Program | Pazartesi 09:00-09:45 Pazartesi 10:00-10:45 Pazartesi 11:00-11:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. İhsan EKEN |
| Name of Lecturer(s) | Assoc.Prof. İhsan EKEN |
| Assistant(s) | |
| Aim | The course involves students applying the theoretical knowledge they have acquired in the field of advertising communication by developing an end-to-end advertising campaign for a real or fictional brand, product, or service. It places AI-assisted production at the heart of the process: students design and produce campaign assets—such as posters/key visuals, commercial films, and social media content—using text-to-image and text-to-video generative AI tools. Students experience every stage of the advertising production process—from brief analysis and the study of target audiences and consumer insights to the formulation of creative strategies and "big ideas," AI-driven multi-channel content creation, and the final defense of the campaign before a jury via a professional presentation deck (campaign book)—through a project-based approach that mirrors agency workflows. |
| Course Content | This course contains; Course Introduction: Overview of the syllabus, project process, and evaluation criteria; the concept of an advertising project and agency workflow,Advertising brief and debrief; brand, market, and competitor analysis,Developing target audiences, personas, and consumer insights,Positioning, brand tone of voice, and communication strategy,Creative strategy and the “big idea”; writing a creative brief; an introduction to idea generation and prompt writing using artificial intelligence in advertising,Campaign concept, slogan creation; brand narrative and storytelling; AI-powered text/slogan generation,360° media planning: integration of traditional and digital media,Midterm Submission / Midterm Exam: Presentation of the campaign strategy and concept to the midterm jury,Creative Application I — Poster and Key Visual: Designing advertising posters using AI tools that generate visuals from text (Midjourney, DALL·E, Stable Diffusion, Adobe Firefly),Creative Application II — Digital and Social Media: AI-Powered Social Media Visual/Banner Set and Content Creation,Creative Project III — Commercial: Script and Storyboard; Commercial Production Using AI Tools That Generate Video from Text (Runway, Sora, Kling, Pika, Google Veo),Advanced AI-powered production: video editing, voice-over and music production, brand consistency, and output optimization (post-production),Ethics in advertising, copyright, and rights related to AI-generated content; legal regulations (Advertising Board, RTÜK) and social responsibility,Compiling a campaign book; preparing a presentation and pitch,Final Exam: Presentation and defense of the campaign before the jury . |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| Analyzes the advertising brief to conduct brand, market, and competitor analyses, and accurately defines the advertising problem. | A, E | |
| Generates consumer insights by identifying the target audience and persona profiles. | A, E | |
| It consistently applies the campaign concept across various channels (posters, outdoor, digital, social media, film). | A, E, F | |
| It designs and produces advertising posters (or key visuals) and commercials using AI tools that generate visuals and videos from text. | E, F | |
| Writes effective prompts for AI-assisted production; evaluates and refines outputs within the framework of creative management, copyright, and ethical principles. | E, F | |
| Takes responsibility during the project process, engages in teamwork, and develops solutions to problems encountered. | A, E, F |
| Teaching Methods: | |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Course Introduction: Overview of the syllabus, project process, and evaluation criteria; the concept of an advertising project and agency workflow | Reading the Program |
| 2 | Advertising brief and debrief; brand, market, and competitor analysis | Reading: Altstiel & Grow, Chapters 1–2 |
| 3 | Developing target audiences, personas, and consumer insights | Preliminary research on brands and industries |
| 4 | Positioning, brand tone of voice, and communication strategy | Compilation of examples of competitor campaigns |
| 5 | Creative strategy and the “big idea”; writing a creative brief; an introduction to idea generation and prompt writing using artificial intelligence in advertising | Reading: Pricken, relevant sections |
| 6 | Campaign concept, slogan creation; brand narrative and storytelling; AI-powered text/slogan generation | Preparation of concept drafts |
| 7 | 360° media planning: integration of traditional and digital media | Draft Media Plan |
| 8 | Midterm Submission / Midterm Exam: Presentation of the campaign strategy and concept to the midterm jury | Strategy + Concept Presentation Deck |
| 9 | Creative Application I — Poster and Key Visual: Designing advertising posters using AI tools that generate visuals from text (Midjourney, DALL·E, Stable Diffusion, Adobe Firefly) | Prompt set, mood board, and poster concepts |
| 10 | Creative Application II — Digital and Social Media: AI-Powered Social Media Visual/Banner Set and Content Creation | Digital content drafts |
| 11 | Creative Project III — Commercial: Script and Storyboard; Commercial Production Using AI Tools That Generate Video from Text (Runway, Sora, Kling, Pika, Google Veo) | Scripts, storyboards, and video prompts |
| 12 | Advanced AI-powered production: video editing, voice-over and music production, brand consistency, and output optimization (post-production) | Revision of the produced poster and film |
| 13 | Ethics in advertising, copyright, and rights related to AI-generated content; legal regulations (Advertising Board, RTÜK) and social responsibility | Review of the relevant legislation |
| 14 | Compiling a campaign book; preparing a presentation and pitch | Completion of the campaign booklet draft |
| 15 | Final Exam: Presentation and defense of the campaign before the jury | Final campaign booklet and presentation |
| Resources |
| Elden, M. (2009). Reklam ve Reklamcılık. İstanbul: Say Yayınları. Elden, M., Ulukök, Ö. & Yeygel, S. (2005). Şimdi Reklamlar… İstanbul: İletişim Yayınları. Batı, U. (2019). Reklamın Dili. İstanbul: Alfa Yayınları. Altstiel, T. & Grow, J. (2022). Advertising Creative: Strategy, Copy, and Design (5th ed.). SAGE. Pricken, M. (2008). Creative Advertising: Ideas and Techniques from the World's Best Campaigns. Thames & Hudson. Sullivan, L. (2016). Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads. Wiley. Ogilvy, D. (2018). Bir Reklamcının İtirafları. İstanbul: İş Bankası Kültür Yayınları. Yapay zekâ destekli üretim kaynakları: Midjourney, DALL·E, Stable Diffusion, Adobe Firefly, Runway, Sora, Kling, Pika ve Google Veo resmi kullanım kılavuzları ve dokümantasyonları. Güncel örnek olaylar: Cannes Lions, Effie Awards ve Kristal Elma ödüllü kampanya vaka çalışmaları (yapay zekâ ile üretilen reklam örnekleri dâhil). |
| Instructor's lecture notes |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Media and Visual Arts disciplines. | X | |||||
| 2 | Knows the basic theories of media and visual arts disciplines. | X | |||||
| 3 | Knows the necessary computer programs and multi-media techniques in Media and Visual Arts. | X | |||||
| 4 | Knows the aesthetic rules necessary in Media and Visual Arts. | X | |||||
| 5 | Acts in a way that adheres to national and international ethical codes in professional and scientific studies. | X | |||||
| 6 | Understands the symbol systems of cultures. | X | |||||
| 7 | Analyzes the facts related to Media and Visual Arts in their dimensions. | X | |||||
| 8 | Plans the visual design process in line with the needs of institutions/individuals. | X | |||||
| 9 | Carries out the visual communication process in line with the needs of institutions/individuals. | X | |||||
| 10 | Uses the tools, methods and techniques required for Media and Visual Arts practices. | X | |||||
| 11 | Has the ability to produce, process and evaluate real, 2D and 3D images. | X | |||||
| 12 | Applies visual design techniques in new media environments. | X | |||||
| 13 | Has aesthetic awareness and understanding of design. | X | |||||
| 14 | Performs their profession by taking into consideration the "Occupational Health and Safety" rules. | X | |||||
| 15 | Solve problems that arise by taking responsibility in projects related to Media and Visual Arts. | X | |||||
| 16 | Can transform theoretical and factual problems of Media and Visual Arts disciplines and sub-disciplines into publications using scientific methods. | X | |||||
| 17 | Regularly follows the developments in the field of Media and Visual Arts and uses them effectively in her work. | X | |||||
| 18 | Uses Turkish fluently and accurately in scientific and professional studies. | X | |||||
| 19 | Can read and understand at least one foreign language at B1 level. | X | |||||
| 20 | Plans and takes part in social responsibility projects. | X | |||||
| 21 | Incorporates artificial intelligence (artificial learning/machine learning) into the creation process. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 0 | 0 | 0 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 0 | 0 | 0 | |||
| General Exam | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 0 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(0/30) | 0 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| AA | MGS3216327 | Spring Semester | 1+2 | 2 | 5 |
| Course Program | Pazartesi 09:00-09:45 Pazartesi 10:00-10:45 Pazartesi 11:00-11:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. İhsan EKEN |
| Name of Lecturer(s) | Assoc.Prof. İhsan EKEN |
| Assistant(s) | |
| Aim | The course involves students applying the theoretical knowledge they have acquired in the field of advertising communication by developing an end-to-end advertising campaign for a real or fictional brand, product, or service. It places AI-assisted production at the heart of the process: students design and produce campaign assets—such as posters/key visuals, commercial films, and social media content—using text-to-image and text-to-video generative AI tools. Students experience every stage of the advertising production process—from brief analysis and the study of target audiences and consumer insights to the formulation of creative strategies and "big ideas," AI-driven multi-channel content creation, and the final defense of the campaign before a jury via a professional presentation deck (campaign book)—through a project-based approach that mirrors agency workflows. |
| Course Content | This course contains; Course Introduction: Overview of the syllabus, project process, and evaluation criteria; the concept of an advertising project and agency workflow,Advertising brief and debrief; brand, market, and competitor analysis,Developing target audiences, personas, and consumer insights,Positioning, brand tone of voice, and communication strategy,Creative strategy and the “big idea”; writing a creative brief; an introduction to idea generation and prompt writing using artificial intelligence in advertising,Campaign concept, slogan creation; brand narrative and storytelling; AI-powered text/slogan generation,360° media planning: integration of traditional and digital media,Midterm Submission / Midterm Exam: Presentation of the campaign strategy and concept to the midterm jury,Creative Application I — Poster and Key Visual: Designing advertising posters using AI tools that generate visuals from text (Midjourney, DALL·E, Stable Diffusion, Adobe Firefly),Creative Application II — Digital and Social Media: AI-Powered Social Media Visual/Banner Set and Content Creation,Creative Project III — Commercial: Script and Storyboard; Commercial Production Using AI Tools That Generate Video from Text (Runway, Sora, Kling, Pika, Google Veo),Advanced AI-powered production: video editing, voice-over and music production, brand consistency, and output optimization (post-production),Ethics in advertising, copyright, and rights related to AI-generated content; legal regulations (Advertising Board, RTÜK) and social responsibility,Compiling a campaign book; preparing a presentation and pitch,Final Exam: Presentation and defense of the campaign before the jury . |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| Analyzes the advertising brief to conduct brand, market, and competitor analyses, and accurately defines the advertising problem. | A, E | |
| Generates consumer insights by identifying the target audience and persona profiles. | A, E | |
| It consistently applies the campaign concept across various channels (posters, outdoor, digital, social media, film). | A, E, F | |
| It designs and produces advertising posters (or key visuals) and commercials using AI tools that generate visuals and videos from text. | E, F | |
| Writes effective prompts for AI-assisted production; evaluates and refines outputs within the framework of creative management, copyright, and ethical principles. | E, F | |
| Takes responsibility during the project process, engages in teamwork, and develops solutions to problems encountered. | A, E, F |
| Teaching Methods: | |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Course Introduction: Overview of the syllabus, project process, and evaluation criteria; the concept of an advertising project and agency workflow | Reading the Program |
| 2 | Advertising brief and debrief; brand, market, and competitor analysis | Reading: Altstiel & Grow, Chapters 1–2 |
| 3 | Developing target audiences, personas, and consumer insights | Preliminary research on brands and industries |
| 4 | Positioning, brand tone of voice, and communication strategy | Compilation of examples of competitor campaigns |
| 5 | Creative strategy and the “big idea”; writing a creative brief; an introduction to idea generation and prompt writing using artificial intelligence in advertising | Reading: Pricken, relevant sections |
| 6 | Campaign concept, slogan creation; brand narrative and storytelling; AI-powered text/slogan generation | Preparation of concept drafts |
| 7 | 360° media planning: integration of traditional and digital media | Draft Media Plan |
| 8 | Midterm Submission / Midterm Exam: Presentation of the campaign strategy and concept to the midterm jury | Strategy + Concept Presentation Deck |
| 9 | Creative Application I — Poster and Key Visual: Designing advertising posters using AI tools that generate visuals from text (Midjourney, DALL·E, Stable Diffusion, Adobe Firefly) | Prompt set, mood board, and poster concepts |
| 10 | Creative Application II — Digital and Social Media: AI-Powered Social Media Visual/Banner Set and Content Creation | Digital content drafts |
| 11 | Creative Project III — Commercial: Script and Storyboard; Commercial Production Using AI Tools That Generate Video from Text (Runway, Sora, Kling, Pika, Google Veo) | Scripts, storyboards, and video prompts |
| 12 | Advanced AI-powered production: video editing, voice-over and music production, brand consistency, and output optimization (post-production) | Revision of the produced poster and film |
| 13 | Ethics in advertising, copyright, and rights related to AI-generated content; legal regulations (Advertising Board, RTÜK) and social responsibility | Review of the relevant legislation |
| 14 | Compiling a campaign book; preparing a presentation and pitch | Completion of the campaign booklet draft |
| 15 | Final Exam: Presentation and defense of the campaign before the jury | Final campaign booklet and presentation |
| Resources |
| Elden, M. (2009). Reklam ve Reklamcılık. İstanbul: Say Yayınları. Elden, M., Ulukök, Ö. & Yeygel, S. (2005). Şimdi Reklamlar… İstanbul: İletişim Yayınları. Batı, U. (2019). Reklamın Dili. İstanbul: Alfa Yayınları. Altstiel, T. & Grow, J. (2022). Advertising Creative: Strategy, Copy, and Design (5th ed.). SAGE. Pricken, M. (2008). Creative Advertising: Ideas and Techniques from the World's Best Campaigns. Thames & Hudson. Sullivan, L. (2016). Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads. Wiley. Ogilvy, D. (2018). Bir Reklamcının İtirafları. İstanbul: İş Bankası Kültür Yayınları. Yapay zekâ destekli üretim kaynakları: Midjourney, DALL·E, Stable Diffusion, Adobe Firefly, Runway, Sora, Kling, Pika ve Google Veo resmi kullanım kılavuzları ve dokümantasyonları. Güncel örnek olaylar: Cannes Lions, Effie Awards ve Kristal Elma ödüllü kampanya vaka çalışmaları (yapay zekâ ile üretilen reklam örnekleri dâhil). |
| Instructor's lecture notes |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Media and Visual Arts disciplines. | X | |||||
| 2 | Knows the basic theories of media and visual arts disciplines. | X | |||||
| 3 | Knows the necessary computer programs and multi-media techniques in Media and Visual Arts. | X | |||||
| 4 | Knows the aesthetic rules necessary in Media and Visual Arts. | X | |||||
| 5 | Acts in a way that adheres to national and international ethical codes in professional and scientific studies. | X | |||||
| 6 | Understands the symbol systems of cultures. | X | |||||
| 7 | Analyzes the facts related to Media and Visual Arts in their dimensions. | X | |||||
| 8 | Plans the visual design process in line with the needs of institutions/individuals. | X | |||||
| 9 | Carries out the visual communication process in line with the needs of institutions/individuals. | X | |||||
| 10 | Uses the tools, methods and techniques required for Media and Visual Arts practices. | X | |||||
| 11 | Has the ability to produce, process and evaluate real, 2D and 3D images. | X | |||||
| 12 | Applies visual design techniques in new media environments. | X | |||||
| 13 | Has aesthetic awareness and understanding of design. | X | |||||
| 14 | Performs their profession by taking into consideration the "Occupational Health and Safety" rules. | X | |||||
| 15 | Solve problems that arise by taking responsibility in projects related to Media and Visual Arts. | X | |||||
| 16 | Can transform theoretical and factual problems of Media and Visual Arts disciplines and sub-disciplines into publications using scientific methods. | X | |||||
| 17 | Regularly follows the developments in the field of Media and Visual Arts and uses them effectively in her work. | X | |||||
| 18 | Uses Turkish fluently and accurately in scientific and professional studies. | X | |||||
| 19 | Can read and understand at least one foreign language at B1 level. | X | |||||
| 20 | Plans and takes part in social responsibility projects. | X | |||||
| 21 | Incorporates artificial intelligence (artificial learning/machine learning) into the creation process. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |