GRADUATE SCHOOL
Marketing Communication and Public Relations
MCPR 561 | Course Introduction and Application Information
| Course Name |
Special Topics in PR
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MCPR 561
|
Fall/Spring
|
3
|
0
|
3
|
7.5
|
| Prerequisites |
None
|
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| Course Language |
English
|
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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 | DiscussionGroup WorkProblem SolvingCase StudyQ&ACritical feedbackLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course emphasizes effective and ethical communication in the context of modern organizations. Students will acquire a clear understanding of the concepts, practices, and research of public relations. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course will address the following subjects in detail, with particular emphasis on public relations process, crisis communication, and public relations research. |
|
|
Core Courses | |
| Major Area Courses | ||
| Supportive Courses |
X
|
|
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction Overview of the course: The content and flow of our online Collaborative International Learning (COIL) course on global &international communication campaigns | Syllabus |
| 2 | Best communication practices in the US: Presentation of the students in the US Discussion | https://www.hofstede-insights.com/country-comparison-tool?countries=united+states |
| 3 | A general framework of a communication campaign Classroom teamwork: Hofstede’s cultural dimensions | Joseph, C. K. (2023). Cultural Sensitivity in Global Public Relations Campaigns. American Journal of Public Relations, 2(1), 20 - 27. https://doi.org/10.47672/ajpr.1629 |
| 4 | Examination of the successful PR campaigns Classroom teamwork: Successful strategies and cultural dimensions | Walkden, Beverly (2024) PR matters: The Public Relations Podcast, S1 E4 https://open.spotify.com/show/0k35ow2AAaDi7Y4An4q3ed https://sites.psu.edu/landramprcampaigns/case-study-unilever-turkey-garbage-lady-campaign/ |
| 5 | Best communication practices in Türkiye: Presentation of the students in Türkiye Discussion | |
| 6 | Campaign preparations: US culture & defining the situation | Kim, S. S., Kim, J., Choi, Y., Shin, J., & Morrison, A. M. (2022). Can communication messages affect promotion of international air travel in preparation for the post COVID-19 pandemic era? Journal of Hospitality and Tourism Management, 51, 252-267. |
| 7 | Campaign preparations: Messages, strategy and tactics An example: Turkish Airlines’ sustainability campaign | Mamuti, A., & Kansu, A. (2013). The use of celebrity endorsement as marketing communication strategy by Turkish Airlines. International Journal of Academic Research in Business and Social Sciences, 3(12). |
| 8 | Starbucks Campaign presentation by students in the US Discussions | |
| 9 | Turkish Airlines Campaign presentation by students in Türkiye Discussions | |
| 10 | Campaign evaluations, lessons learned Selection of presentation topics: Emerging PR trends | |
| 11 | AI &PR Management of fake news Student presentations (2+2) | Zerfass, A., Hagelstein, J., & Tench, R. (2020). Artificial intelligence in communication management: a cross-national study on adoption and knowledge, impact, challenges and risks. Journal of Communication Management, 24(4), 377-389. Jahng, M. R., Lee, H., & Rochadiat, A. (2020). Public relations practitioners’ management of fake news: Exploring key elements and acts of information authentication. Public Relations Review, 46(2), 101907. |
| 12 | Generative AI for media content Classroom teamwork: Writing prompt for a press release | Galloway, C. & Swiatek, L. (2018), Public relations and artificial intelligence: It’s not (just) about robots, Public Relations Review,44 (5),734-740. |
| 13 | Diversity, Equity & Inclusion in PR Student presentations (2) | https://instituteforpr.org/center-for-diversity-equity-and-inclusion/cdei-signature-studies-2/ https://instituteforpr.org/dei-general/ |
| 14 | Sustainability communication & ethical debates Student presentations (3) | Weder F., Karmasin M., Krainer L., Voci D. (2021) Sustainability Communication as Critical Perspective in Media and Communication Studies—an Introduction. in: Weder F., Krainer L., Karmasin M. (eds) The Sustainability Communication Reader. Springer VS, Wiesbaden. |
| 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 | ||
| Presentation / Jury |
1
|
20
|
| Project |
1
|
40
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
30
|
| 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
|
5
|
70
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
1
|
32
|
32
|
| Project |
1
|
40
|
40
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
35
|
35
|
| 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 evaluate the field of Marketing Communication and Public Relations from the perspective of integrated communication. |
X | ||||
| 2 | To be able to develop knowledge about existing theories and principles in the field and evaluate the acquired knowledge with a critical approach. |
X | ||||
| 3 | To be able to follow the latest developments and research in the field and reflect them to studies systematically. |
X | ||||
| 4 | To be able to create new information that will contribute to the field by integrating the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication, etc.) in which Marketing Communication and Public Relations field is involved. |
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| 5 | To be able to analyze reflections of current consumption dynamics on consumers. |
|||||
| 6 | To be able to develop synthesis and evaluation skills related to issues in the field. |
X | ||||
| 7 | To be able to perform studies within the framework of scientific ethical rules about issues related to the field. |
X | ||||
| 8 | To be able to design and implement an original research project on topics discussed in the field of Marketing Communication and Public Relations. |
X | ||||
| 9 | To be able to follow developments in new technologies of media and communication, as well as new methods of production, new media industries, and new theories in the field of marketing communications and public relations; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B2) |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest