GRADUATE SCHOOL
Brand Communication
MI 503 | Course Introduction and Application Information
| Course Name |
Public Relations Strategies and Tactics
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MI 503
|
Fall
|
3
|
0
|
3
|
7.5
|
| Prerequisites |
None
|
|||||
| Course Language |
Turkish
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
Second Cycle
|
|||||
| Mode of Delivery | Blended | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ACritical feedbackLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | To introduce basic concepts, principles, functions of Public Relations, and to provide the ways of developing strategy and tactic in public relations processes. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | Within the scope of this course, strategies and tactics will be examined in-depth through essential practices of public relations, and will be performed case study analyses. |
|
|
Core Courses |
X
|
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the course | |
| 2 | Power of public opinion formation and public relations in the historical process | Kağnıcı, G. (2017). Kral Yazıtlarındaki Propaganda Biçimleri: Erhanedanlar Döneminden Eski Babil’in Sonuna Kadar. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (27), 125-135. |
| 3 | Historical development of public relations as a profession and important breaking points | Kadıbeşegil, Salim (1993). Halkla ilişkilere nereden başlamalı?, Ankara Mediacat Yayıncılık. Chapter 1 |
| 4 | Public Relations Definitions and Theories | Okay A. & Okay A. (2007) Halkla İlişkiler Kavram, Strateji ve Uygulamaları, İstanbul, Der Yayınları chapter 1 |
| 5 | Social partners (stakeholder) map | Erdoğan, İrfan (2008) Teori ve pratikte halkla ilişkiler, Ankara : Erk. Chapter 7 |
| 6 | Communicating with stakeholders | Erdoğan, İrfan (2008) Teori ve pratikte halkla ilişkiler, Ankara : Erk. Chapter 7 |
| 7 | Strategic communication and Public Relations | Kadıbeşegil, Salim (2012) Şimdi Stratejik İletişim Zamanı, Medicat Kitapları. Chapter 6 |
| 8 | Public Relations Campaing Process: Research-Planning-Implementation-Evaluation | Aydede, Ceyda (2007) Teorik ve uygulamalı halkla ilişkiler kampanyaları, Ankara : MediaCat. Chapter 3 |
| 9 | Midterm | |
| 10 | Public relations, corporate communication, corporate brand | Z. Beril Akıncı Vural, Mikail Bat Kurumsal iletişim teoriden pratiğe İstanbul : İletişim Yayınları, 2013 Chapters 1 & 2 |
| 11 | Event Management, Sponsorship | Okay A. & Okay A. (2007) Halkla İlişkiler Kavram, Strateji ve Uygulamaları, İstanbul, Der Yayınları pp.186-187,193-196. |
| 12 | Sustainability Strategy, Corporate Social Responsibility | Salim Kadıbeşegil (2006) İtibar Yönetimi, Medicat yayıncılık |
| 13 | Public Relations and Ethics | Okay A. & Okay A. (2007) Halkla İlişkiler Kavram, Strateji ve Uygulamaları, İstanbul, Der Yayınları pp.186-187,193-196. |
| 14 | Reputation crises and crisis communication | Salim Kadıbeşegil (2006) İtibar Yönetimi, Medicat yayıncılık pp. 29-121 |
| 15 | Review of the semester | |
| 16 | Review of the semester |
| Course Notes/Textbooks | Okay A. & Okay A. (2007) Halkla İlişkiler Kavram, Strateji ve Uygulamaları, İstanbul, Der Yayınları ISBN 978-975-353-292-1
Kadıbeşegil, Salim (1993). Halkla ilişkilere nereden başlamalı?, Ankara Mediacat Yayıncılık ISBN 975-96619-3-4 |
| Suggested Readings/Materials | Aydede, Ceyda (2007) Teorik ve uygulamalı halkla ilişkiler kampanyaları, Ankara : MediaCat.
Erdoğan, İrfan (2008). Teori ve pratikte halkla ilişkiler, Ankara : Erk.
Kadıbeşegil, Salim (1993). Halkla ilişkilere nereden başlamalı?, Ankara Mediacat Yayıncılık.
Kadıbeşegil Salim (2006) İtibar Yönetimi, Medicat Kitapları.
Kadıbeşegil Salim (2012) Şimdi Stratejik İletişim Zamanı, Medicat Kitapları.
Z. Beril Akıncı Vural, Mikail Bat Kurumsal iletişim teoriden pratiğe İstanbul : İletişim Yayınları, 2013 |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
20
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
25
|
| Presentation / Jury |
2
|
20
|
| Project |
1
|
15
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
6
|
100
|
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
3
|
42
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
7
|
8
|
56
|
| Presentation / Jury |
2
|
10
|
20
|
| Project |
1
|
39
|
39
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
20
|
20
|
| Final Exam |
0
|
||
| Total |
225
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication. |
X | ||||
| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. |
|||||
| 3 | To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication. |
X | ||||
| 4 | To be able to evaluate strategies and solution methods developed in brand communication. |
X | ||||
| 5 | To be able to understand the basic principles of corporate communication management and gain the skills to apply them. |
|||||
| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. |
|||||
| 7 | To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders. |
|||||
| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. |
X | ||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
