GRADUATE SCHOOL
Brand Communication
MI 561 | Course Introduction and Application Information
| Course Name |
Strategic Public Relations
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MI 561
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
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| Course Language |
Turkish
|
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| Course Type |
Elective
|
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| Course Level |
Second Cycle
|
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| Mode of Delivery | face to face | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ALecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Students will gain comprehensive information and qualification in the field of strategic PR management and its field of applications. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | In this course, strategic PR will be discussed with regard to fundamental strategic PR executions and cases like crisis management, issues management and CSR. The strategic importance of PR in management function will be discussed as well. |
|
|
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 | The concept and models of communication | Bıçakçı, İ. (2004). İletişim ve Halkla İlişkiler, 5.basım, İstanbul: Mediacat. s.17-36 |
| 3 | The concept, history and models of PR | Okay, A., Okay, A. (2021). Halkla İlişkiler Kavram Strateji ve Uygulamaları,11. Basım, İstanbul: Der Yayınları. Bölüm 1 ve 2 |
| 4 | Strategic Public Relations process | Okay, A., Okay, A. (2021) Halkla İlişkiler Kavram Strateji ve Uygulamaları,11. Basım, İstanbul: Der Yayınları s. 216-248 |
| 5 | Media relations I: Traditional media tools and techniques | Kazancı, M. (2013) Kamuda ve özel Kesimde Halkla İlişkiler, Ankara: Turhan Kitabevi. s.375-395 |
| 6 | Media relations II: Digital media | Özel, A.P., Sert, N.Y. (2015). Dijital Halkla İlişkiler, Kavram ve Araçları, İstanbul:Derin Yayınları |
| 7 | Midterm Exam | |
| 8 | Corporate identity, image and reputation management Presentations | Okay, A., Okay, A. (2021), Halkla İlişkiler Kavram Strateji veUygulamaları, İstanbul: Der Yayınları, s.607-613. Kadıbeşegil, S. (2006). İtibar Yönetimi, İstanbul: MediaCat |
| 9 | Employee communication and PR Presentation | Okay, A., Okay, A. (2021) Halkla İlişkiler Kavram Strateji ve Uygulamaları, İstanbul: Der Yayınları, ss.228-246 |
| 10 | Corporate Advertising Presentations | Okay, A. (2009), Kurumsal Reklamcılık: Reklamdan kurumsal reklama giden yol. İstanbul: Derin Yayınları, s. 87-144 |
| 11 | Sustainability communication and CSR Presentations | Hoştut, S., Deren van Het Hof, S. (2015) Kurumsal Sosyal Sorumlulukta Kavramlar, uygulama ve örnekler, Ankara: Nobel |
| 12 | Marketing PR I Presentation | Odabaşı, Y., Oyman, M. (2007). Pazarlama İletişim Yönetimi, İstanbul:MediaCat, ss. 61-78 |
| 13 | Marketing PR II Presentation | Odabaşı, Y., Oyman, M. (2007). Pazarlama İletişim Yönetimi, İstanbul:MediaCat, ss. 61-78 |
| 14 | Issues and Crisis management Presentations | Okay, A., Okay, A. (2021) Halkla İlişkiler Kavram Strateji ve Uygulamaları,11. Basım, İstanbul: Der Yayınları, ss.317-324 |
| 15 | Semester review | |
| 16 | Semester review |
| Course Notes/Textbooks |
|
|
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury |
1
|
30
|
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
40
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
4
|
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
|
15
|
15
|
| Presentation / Jury |
1
|
20
|
20
|
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
25
|
25
|
| 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. |
|||||
| 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. |
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| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. |
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| 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
