GRADUATE SCHOOL
Brand Communication
MI 556 | Course Introduction and Application Information
| Course Name |
Campaign Planning
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MI 556
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
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| Course Language |
Turkish
|
|||||
| Course Type |
Elective
|
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| Course Level |
Second Cycle
|
|||||
| Mode of Delivery | Blended | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkProblem SolvingCase StudyQ&ACritical feedbackLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | By transferring the strategic planning and management process required to develop and run a communication campaign, the course aims to equip students with awareness of the necessary decisions, issues and activities in this process and the ability to analyze these plans. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course is designed to envisage strategic planning and management process of developing and executing marketing and brand communication campaign. The campaign steps (situation analysis, stakeholder analysis, setting goals and objectives, determining target groups, developing strategies and tactics, execution, evaluation and measurement) will be examined in detail while discussing necessary concepts of campaign planning and execution. The course will be lectured partially online. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction | |
| 2 | Integrated Marketing Communication and Public Relations | Odabaşı, Y. & Oyman, M. (2005). Pazarlama İletişimi Yönetimi, İstanbul: Mediacat. Bölüm 1 (ss. 61-75), Bölüm 2 (ss. 129-160) |
| 3 | Campaign Process: Research (Situational Analysis, Organizational Analysis, Stakeholder analysis & target audiences) | Okay A. & Okay A. (2007) Halkla İlişkiler Kavram, Strateji ve Uygulamaları, İstanbul, Der Yayınları, ss.175-227. |
| 4 | Student works/presentations | |
| 5 | Campaign Process: Research (Stakeholder analysis & target audience Analysis, Insight) | Okay A. & Okay A. (2007) Halkla İlişkiler Kavram, Strateji ve Uygulamaları, İstanbul, Der Yayınları, ss.175-227. Aydede, C. (2007). Teorik ve Uygulamalı Halkla İlişkiler Kampanyaları, Mediacat, ss. 95-110. |
| 6 | Student works/presentations | |
| 7 | Campaign Process: Planning (Goals and Objectives) | Okay A. & Okay A. (2007) Halkla İlişkiler Kavram, Strateji ve Uygulamaları, İstanbul, Der Yayınları, ss.175-227. |
| 8 | Student works/presentations | |
| 9 | Midterm exam | |
| 10 | Identifying Strategy and Tactics in Campaign Planning | Okay A. & Okay A. (2007) Halkla İlişkiler Kavram, Strateji ve Uygulamaları, İstanbul, Der Yayınları, ss.175-227. |
| 11 | Student works/presentations | |
| 12 | Identifying and Implementing Strategy and Tactics | Okay A. & Okay A. (2007) Halkla İlişkiler Kavram, Strateji ve Uygulamaları, İstanbul, Der Yayınları, ss.175-227. |
| 13 | Measuring and Evaluation in Campaign Process | Okay A. & Okay A. (2007) Halkla İlişkiler Kavram, Strateji ve Uygulamaları, İstanbul, Der Yayınları, ss.175-227. |
| 14 | Student presentations | |
| 15 | Semester Review | |
| 16 | Semester Review |
| Course Notes/Textbooks |
|
|
| Suggested Readings/Materials |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
15
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
15
|
| Presentation / Jury |
1
|
20
|
| Project |
1
|
25
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
25
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
5
|
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 |
1
|
10
|
10
|
| Presentation / Jury |
1
|
15
|
15
|
| Project |
1
|
20
|
20
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
15
|
15
|
| Final Exam |
0
|
||
| Total |
150
|
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. |
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| 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. |
|||||
| 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. |
X | ||||
| 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. |
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| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. |
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| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
