ECTS - PR Campaign Planning II
PR Campaign Planning II (PR316) Course Detail
| Course Name | Course Code | Season | Lecture Hours | Application Hours | Lab Hours | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| PR Campaign Planning II | PR316 | 6. Semester | 0 | 3 | 0 | 1.5 | 3 |
| Pre-requisite Course(s) |
|---|
| N/A |
| Course Language | English |
|---|---|
| Course Type | Compulsory Departmental Courses |
| Course Level | Bachelor’s Degree (First Cycle) |
| Mode of Delivery | Face To Face |
| Learning and Teaching Strategies | Lecture, Discussion, Question and Answer, Drill and Practice, Observation Case Study, Team/Group, Brain Storming. |
| Course Lecturer(s) |
|
| Course Objectives | This course presents introduction and practice for service launch as same as in real proper working life. We examine public relations acquirements on specific services, developing communication strategy, execution of strategies, tips for customer relations, presentation to the customer, tips for working with communication agencies. Thanks to this ability, we examine not only product/service launch but also the role of public relations in advertising. The course readings tackle a number of fundamental questions: execute a high-impact product launch? Which conditions affect the launch? What contributes to the perception of target group? How to organize an effective creative team? How to visualise the message on Ad-Works? How to prepare an effective presentation to the customer? How to measure the effect of launch? How to work in an organization (firm government agencies, communication agencies) as public relation expert with marketing approach? |
| Course Learning Outcomes |
The students who succeeded in this course;
|
| Course Content | Fundamentals of communication strategies, preparing a communication strategy on a pilot subject; preparing a strategic plan; preparing communication activities and materials following the completion of the communication plan; a presentation to a jury composed of academic staff. |
Weekly Subjects and Releated Preparation Studies
| Week | Subjects | Preparation |
|---|---|---|
| 1 | Introduction to course | General discussion and introduction to the topics |
| 2 | Script-writing in PR | Sugarman, Reklam Yazarının El Kitabı, İstanbul, 2016. Introduction and Chapter 1. |
| 3 | Public Relations and Advertising Processes | Gregory, A. Planning and Managing Public Relations Campaigns, Koganpage, 2020. Chapter 1. |
| 4 | Outdoor Ads | Gregory, A. Planning and Managing Public Relations Campaigns, Koganpage |
| 5 | Radio Ads and Jingle | Example videos will be given |
| 6 | TV Ads | Example videos will be given |
| 7 | Midterm | |
| 8 | Integrated Ads | Example videos will be given |
| 9 | Public Relations Campaigns | Gregory, A. Planning and Managing Public Relations Campaigns, Koganpage, 2020. Chapter 3. |
| 10 | Processes of Public Relations Campaigns | Gregory, A. Planning and Managing Public Relations Campaigns, Koganpage, 2020. Chapter 4. |
| 11 | Event Management | Gregory, A. Planning and Managing Public Relations Campaigns, Koganpage, 2020. Chapter 4-5-6 |
| 12 | Public Relations Instruments | Public Relations Instruments Gregory, A. Planning and Managing Public Relations Campaigns, Koganpage, 2020. Chapter 4-5-6. |
| 13 | Crisis Management | Gregory, A. Planning and Managing Public Relations Campaigns, Koganpage, 2020. Chapter 7-8 |
| 14 | Case Study | Gregory, A. Planning and Managing Public Relations Campaigns, Koganpage, 2020. Chapter 9. |
| 15 | General Evaluation | |
| 16 | Final Exam |
Sources
| Course Book | 1. Joseph Sugarman, Reklam Yazarının El Kitabı, İstanbul, 2016 |
|---|---|
| 2. Schwab, O. V, How to Write a Good Advertisement: A Short Course in Copywriting, Echo Point Books & Media, 2013 | |
| 3. Gregory, A. Planning and Managing Public Relations Campaigns, Koganpage, 2020. |
Evaluation System
| Requirements | Number | Percentage of Grade |
|---|---|---|
| Attendance/Participation | - | - |
| Laboratory | - | - |
| Application | 4 | 30 |
| Field Work | - | - |
| Special Course Internship | - | - |
| Quizzes/Studio Critics | - | - |
| Homework Assignments | - | - |
| Presentation | 2 | 40 |
| Project | 2 | 30 |
| Report | - | - |
| Seminar | - | - |
| Midterms Exams/Midterms Jury | - | - |
| Final Exam/Final Jury | - | - |
| Toplam | 8 | 100 |
| Percentage of Semester Work | |
|---|---|
| Percentage of Final Work | 100 |
| Total | 100 |
Course Category
| Core Courses | X |
|---|---|
| Major Area Courses | |
| 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. | |||||
| 6 | Students obtain knowledge about the organizational communications structures. | |||||
| 7 | Students obtain knowledge about various strategies of crisis management. | |||||
| 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. | |||||
| 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. | |||||
| 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. | |||||
| 18 | Students have the capacity of understanding the social-cultural context of PR and advertising practices for the related organizations. | |||||
| 19 | Students have the capacity of following the latest developments at national and global levels. | |||||
| 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. | |||||
| 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. | |||||
ECTS/Workload Table
| Activities | Number | Duration (Hours) | Total Workload |
|---|---|---|---|
| Course Hours (Including Exam Week: 16 x Total Hours) | 16 | 3 | 48 |
| Laboratory | |||
| Application | 1 | 5 | 5 |
| Special Course Internship | |||
| Field Work | |||
| Study Hours Out of Class | |||
| Presentation/Seminar Prepration | |||
| Project | |||
| Report | |||
| Homework Assignments | |||
| Quizzes/Studio Critics | |||
| Prepration of Midterm Exams/Midterm Jury | 1 | 7 | 7 |
| Prepration of Final Exams/Final Jury | 1 | 15 | 15 |
| Total Workload | 75 | ||