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 Coordinator
Course Lecturer(s)
  • Assoc. Prof. Dr. Ilgar Seyidov
Course Assistants
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;
  • The students who succeeded in this course; 1. 2. Learn and practice for service launches 3. Learn about public relations and advertising campaigns 4. Learn about public relations and event management 5. To comprehend the causes and consequences of public relations and advertising
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