ECTS - PR and Advertising Theory and Practice
PR and Advertising Theory and Practice (PR223) Course Detail
| Course Name | Course Code | Season | Lecture Hours | Application Hours | Lab Hours | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| PR and Advertising Theory and Practice | PR223 | 3 | 0 | 0 | 3 | 6 |
| Pre-requisite Course(s) |
|---|
| N/A |
| Course Language | English |
|---|---|
| Course Type | N/A |
| Course Level | Bachelor’s Degree (First Cycle) |
| Mode of Delivery | Face To Face |
| Learning and Teaching Strategies | Lecture, Discussion, Question and Answer, Observation Case Study. |
| Course Lecturer(s) |
|
| Course Objectives | This course provides a clear set of guiding public relations advertising principles accompanied by cases. |
| Course Learning Outcomes |
The students who succeeded in this course;
|
| Course Content | The course develops a mix of theoretical and practical skills, from media relations to global promotional strategies. PR aand advertising is taught within a corporate and marketing communications context. |
Weekly Subjects and Releated Preparation Studies
| Week | Subjects | Preparation |
|---|---|---|
| 1 | The Context of PR: Definitions, Management and organizations, Role of the Practitionars, Media Context. | 1-62 (Exploring Public Relations) |
| 2 | The Context of PR: Public relations and democracy, Community and society: corporate social responsibility, International context of public relations. | 78-112 (Exploring Public Relations) |
| 3 | Public Relations Theories and Concepts: Systems Theories and Alternative Approaches. | 141-166 (Exploring Public Relations) |
| 4 | Public Relations as Planned Communication, Public Relations Research and Evaluation | 282-234 (Exploring Public Relations) |
| 5 | Audiences, Stakeholders, Publics; Corporate Image, Reputation and Identity; Public Relations, Propaganda and the Psychology of Persuasion | 234-288 (Exploring Public Relations) |
| 6 | Public Relations Specialisms: Media Relations, Internal Communication, Issue Management, Crisis PR, Management, PR and the Consumer; Business to Business PR. | 310-446 (Exploring Public Relations) |
| 7 | Public relations specialisms: Public affairs, Financial PR (FPR) | 446-464 (Exploring Public Relations) |
| 8 | Public Relations Specialisms: PR for Information and Communications Technologies: Principles and Planning, Integrated Marketing Communications. | 482-518 (Exploring Public Relations) |
| 9 | Integrated Marketing Communications. | 482-518 (Exploring Public Relations) |
| 10 | Midterm | |
| 11 | The theoritical differences among PR, advertising and other related fields. | Thorson Esther, Shelly Rodgers, "What Does 'Theories Advertising' Mean", Advertising Theory (ed. Shelly Rodgers & Esther Thorson), Routledge, NY, 2012. |
| 12 | Advertising and industry structure. | 1-31 (Advertising) |
| 13 | The relations between advertisers's and media. | 31-65 (Advertising) |
| 14 | The role of creative agencies and media agencies. | 65-97 (Advertising) |
| 15 | Research in advertising and the role of advertising in society. | 97-133 (Advertising) |
| 16 | General Evaluation |
Sources
| Course Book | 1. Tench Ralph, Liz Yeomans, Exploring Public Relations, Pearson Edinburgh, 2006. |
|---|---|
| 2. Thorson Esther, Shelly Rodgers, "What Does 'Theories Advertising' Mean", Advertising Theory (ed. Shelly Rodgers & Esther Thorson), Routledge, NY, 2012. | |
| 3. Fletcher, Winston, Advertising, Oxford University Press, NY, 2010. |
Evaluation System
| Requirements | Number | Percentage of Grade |
|---|---|---|
| Attendance/Participation | 1 | 10 |
| Laboratory | - | - |
| Application | - | - |
| Field Work | - | - |
| Special Course Internship | - | - |
| Quizzes/Studio Critics | - | - |
| Homework Assignments | 3 | 30 |
| Presentation | - | - |
| Project | - | - |
| Report | - | - |
| Seminar | - | - |
| Midterms Exams/Midterms Jury | 1 | 25 |
| Final Exam/Final Jury | 1 | 35 |
| Toplam | 6 | 100 |
| Percentage of Semester Work | 75 |
|---|---|
| Percentage of Final Work | 25 |
| Total | 100 |
Course Category
| Core Courses | |
|---|---|
| Major Area Courses | X |
| Supportive Courses | |
| Media and Managment Skills Courses | |
| Transferable Skill Courses |
The Relation Between Course Learning Competencies and Program Qualifications
| # | Program Qualifications / Competencies | Level of Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Students obtain fundamental knowledge about the theoretical approaches, concepts, research methods and techniques of public relations, advertising, media, marketing and integrated marketing. | X | ||||
| 2 | Students obtain interdisciplinary knowledge about political, cultural, economic and social process within local, national and international levels. | X | ||||
| 3 | Students obtain knowledge about the effective use of digital media intended for public relations, advertising, marketing and integrated marketing. | X | ||||
| 4 | Students obtain knowledge about the use of new media tools both theoretically and practically. | X | ||||
| 5 | Students obtain knowledge about the design and development of any public relations and advertising campaign based on the target group and strategic objectives. | X | ||||
| 6 | Students obtain knowledge about the organizational communications structures. | X | ||||
| 7 | Students obtain knowledge about various strategies of crisis management. | X | ||||
| 8 | Students obtain knowledge about required research, planning, methods and techniques within public relations and advertising fields. | X | ||||
| 9 | Students obtain knowledge about ethical principles and values of public relations and advertising. | X | ||||
| 10 | Students obtain knowledge about legal regulations of both communication law and advertising. | X | ||||
| 11 | Students learn how to communicate with both local and foreign, academic and non-academic stakeholders in order to conduct PR and advertising researches or practices. | X | ||||
| 12 | Students learn how to work in teamwork for PR and advertising researches and practices. | X | ||||
| 13 | Students learn how to prepare and conduct various communicational activities of various organizations. | X | ||||
| 14 | Students learn how to collect information, analyze and present the findings of PR, advertising, marketing and consumer researches | X | ||||
| 15 | Students learn how to plan and conduct media and advertising campaigns. | X | ||||
| 16 | Students learn how to use digital communication tools effectively and design a product. | X | ||||
| 17 | Students have the capacity of using theoretical background and conducting methodologies in order to gather information, analyze and interpret within PR and advertising fields. | X | ||||
| 18 | Students have the capacity of understanding the social-cultural context of PR and advertising practices for the related organizations. | X | ||||
| 19 | Students have the capacity of following the latest developments at national and global levels. | X | ||||
| 20 | Students have the capacity of taking the responsibilities for the possible problems in any PR program or campaign and develop creative solutions. | X | ||||
| 21 | Students have the capacity of using various applications and technological tools to conduct PR and advertising programs and advertising campaigns. | X | ||||
| 22 | Students have the capacity of exercising the ethical codes based on national and international professional standards in PR and advertising activities. | X | ||||
| 23 | Students have the capacity of forming and practicing brand management strategies. | X | ||||
| 24 | Students have the capacity of dealing with the possible risks in organizations. | X | ||||
ECTS/Workload Table
| Activities | Number | Duration (Hours) | Total Workload |
|---|---|---|---|
| Course Hours (Including Exam Week: 16 x Total Hours) | |||
| Laboratory | |||
| Application | |||
| Special Course Internship | |||
| Field Work | |||
| Study Hours Out of Class | |||
| Presentation/Seminar Prepration | |||
| Project | |||
| Report | |||
| Homework Assignments | 3 | 15 | 45 |
| Quizzes/Studio Critics | |||
| Prepration of Midterm Exams/Midterm Jury | |||
| Prepration of Final Exams/Final Jury | |||
| Total Workload | 45 | ||