ECTS - Basics of Communication Campaign Planning
Basics of Communication Campaign Planning (PR325) Course Detail
| Course Name | Course Code | Season | Lecture Hours | Application Hours | Lab Hours | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| Basics of Communication Campaign Planning | PR325 | Elective Courses | 0 | 3 | 0 | 3 | 5 |
| Pre-requisite Course(s) |
|---|
| N/A |
| Course Language | English |
|---|---|
| Course Type | Elective Courses |
| Course Level | Bachelor’s Degree (First Cycle) |
| Mode of Delivery | Face To Face |
| Learning and Teaching Strategies | Discussion, Drill and Practice, Problem Solving, Team/Group. |
| Course Lecturer(s) |
|
| Course Objectives | The primary objective for this course is to teach the fundamental principles, techniques and procedures of advertising campaign. Advertising Campaign process will be comprehensively explored in order to develop the skills of the students to figure out and understand how to make a campaign work really well. |
| Course Learning Outcomes |
The students who succeeded in this course;
|
| Course Content | ourse will start with exploring the new marketing environment, and general thorough understanding of the entire advertising campaign process. Then according to the campaign process outline, the topics “situation analysis”, “the target market profile”, “objectives”, “marketing communication strategy”, “tactics”, “communication assessments” and “presentation” will be discussed. |
Weekly Subjects and Releated Preparation Studies
| Week | Subjects | Preparation |
|---|---|---|
| 1 | Introduction to the Course | Advertising Campaign Strategy; 1-24 |
| 2 | New Marketing Environment and Advertising Campaigns | Advertising Campaign Strategy; 1-24 |
| 3 | Advertising Campaign Process / Project 1 | Advertising Campaign Strategy; 29-61 |
| 4 | Situation Analysis | Advertising Campaign Strategy; 65-91 |
| 5 | Determining Equity, Identifying Problems and Uncovering Opportunities | Advertising Campaign Strategy; 95-115 |
| 6 | Defining Target Market and Developing Strategy / Project 2 | Advertising Campaign Strategy; 119-150 |
| 7 | Execute Tactics | Advertising Campaign Strategy; 155-185 |
| 8 | Mid Term Exam | |
| 9 | Evaluating Campaign and Presentation / Project 3 | Advertising Campaign Strategy; 293-314 |
| 10 | Presentations and Discussion | Advertising Campaign Strategy; 349-381 |
| 11 | Alternative Message Strategies | Advertising Campaign Strategy; 255-385 |
| 12 | Alternative Message Strategies | Advertising Campaign Strategy; 255-385 |
| 13 | Advertisign Campaign Examples and Discussion | Videos |
| 14 | Campaign Objectives and Creativity | Kampanya Planlaması; 169-187 |
| 15 | Campaign Presentation Techniques | Kampanya Planlaması; 250-266 |
| 16 | Discussion and Conclusion |
Sources
| Course Book | 1. Parante, Donald E. (2006). Advertising Campaign Strategy. Canada: South-Western Cangage Learning |
|---|---|
| Other Sources | 2. Elden, Müge (2005). Şimdi Reklamlar. İstanbul: İletişim Yayıncılık |
| 3. Avery, Jim (2005). Kampanya Planlaması (C.Oker, Çev.). İstanbul: Reklamcılık Vakfı Yayınları. |
Evaluation System
| Requirements | Number | Percentage of Grade |
|---|---|---|
| Attendance/Participation | - | - |
| Laboratory | - | - |
| Application | - | - |
| Field Work | - | - |
| Special Course Internship | - | - |
| Quizzes/Studio Critics | - | - |
| Homework Assignments | - | - |
| Presentation | 1 | 30 |
| Project | 3 | 70 |
| Report | - | - |
| Seminar | - | - |
| Midterms Exams/Midterms Jury | - | - |
| Final Exam/Final Jury | - | - |
| Toplam | 4 | 100 |
| Percentage of Semester Work | 100 |
|---|---|
| Percentage of Final Work | 0 |
| 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. | |||||
| 22 | Students have the capacity of exercising the ethical codes based on national and international professional standards in PR and advertising activities. | |||||
| 23 | Students have the capacity of forming and practicing brand management strategies. | |||||
| 24 | Students have the capacity of dealing with the possible risks in organizations. | |||||
ECTS/Workload Table
| Activities | Number | Duration (Hours) | Total Workload |
|---|---|---|---|
| Course Hours (Including Exam Week: 16 x Total Hours) | 16 | 3 | 48 |
| Laboratory | |||
| Application | |||
| Special Course Internship | |||
| Field Work | |||
| Study Hours Out of Class | |||
| Presentation/Seminar Prepration | 1 | 15 | 15 |
| Project | 2 | 20 | 40 |
| Report | |||
| Homework Assignments | |||
| Quizzes/Studio Critics | |||
| Prepration of Midterm Exams/Midterm Jury | |||
| Prepration of Final Exams/Final Jury | 1 | 20 | 20 |
| Total Workload | 123 | ||