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Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code:

UNI441

Course Name:

Communicating Sustainability: Building a Better Future

Semester:

Spring

Course Credits:

ECTS

Language of instruction:

English

Course Condition:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

E-Learning

Course Coordinator:

Dr. Öğr. Üy. ÖMÜR ERDEM ÇELİK

Course Lecturer(s):

Ömür Erdem Çelik

Course Assistants:

Course Objective and Content

Course Objectives:

By the end of this course, students will:
Understand the role of communication and marketing in advancing sustainability goals
Develop effective and ethical sustainability communication strategies
Analyze global sustainability campaigns and identify key success factors
Recognize and assess greenwashing practices in advertising and brand messaging
Examine industry-led sustainability initiatives such as Ad Net Zero
Gain hands-on experience by designing a sustainability-focused campaign
Apply crisis communication strategies to manage sustainability-related brand challenges

Course Content:

This course explores the intersection of communication, marketing, and sustainability, focusing on how brands and organizations can build ethical, transparent, and effective sustainability communication strategies. The curriculum integrates marketing fundamentals, sustainability principles, crisis communication, and industry best practices, providing students with a strategic perspective on responsible advertising and branding.
Key topics covered include:
• Fundamentals of Integrated Marketing Communication (IMC) and its role in sustainability
• Sustainability in communication: Key concepts and strategic frameworks
• Greenwashing: Identification, case studies, and best practices
• Industry initiatives: Ad Net Zero and sustainable advertising models
• Crisis communication & reputation management for sustainability-related brand challenges
• Ethical marketing & consumer trust in sustainability communication
• Hands-on project development: creating a sustainability-focused communication plan
The course includes interactive discussions, real-world case studies, and project-based learning to equip students with both theoretical insights and practical experience.

Learning Outcomes

The students who have succeeded in this course;
1) Upon successful completion of this course, students will be able to: Critically evaluate sustainability campaigns and assess their effectiveness
2) Upon successful completion of this course, students will be able to: Analyze the impact and effectiveness of such campaigns.
2) Upon successful completion of this course, students will be able to: Identify misleading sustainability claims and apply ethical advertising principles
3) Upon successful completion of this course, students will be able to: Identify false or misleading sustainability claims (greenwashing).
4) Upon successful completion of this course, students will be able to: Apply ethical advertising principles to develop responsible communication strategies.

Course Flow Plan

Week	Subject	Related Preparation
1)	The Power of Communication
2)	Integrated Marketing Communication Fundamentals Part 1
3)	Integrated Marketing Communication Fundamentals Part 2
4)	Introduction to Sustainability in Communication Part 1 • Overview of sustainability communication. • Why communication is key to solving global challenges.
5)	Introduction to Sustainability in Communication Part 2 – Project Briefs will be shared and explained. Student Activity: Group discussion on successful sustainability messages
6)	Greenwashing Definition and Cases • What is greenwashing, and why does it matter? • Case studies Identify greenwashing examples from recent advertisements.
7)	An industry response to Climate Crisis: Ad Net Zero Topics: • What is Ad Net Zero, and how does it relate to communication? Activity: Develop a strategy for ad net-zero actions for a fictional company.
8)	midterm week
9)	AD NET ZERO Action Plans – Workshop Activity: Students develop strategy ideas for a fiction project
10)	Sustanability Communication Cases, Part 1 Topics: • Analysis of successful sustainability campaigns. Activity: Break down effective messaging strategies in well-executed sustainability campaigns.
11)	Sustanability Communication Cases, Part 2 • Analysis of successful sustainability campaigns. Activity: Break down effective messaging strategies in well-executed sustainability campaigns.
12)	Sustainability Crisis Communication & Reputation Management Topics: • How brands recover from sustainability-related crises Activity and homework: Develop a sustainabability crisis management for a fictional case
13)	Project De-briefs Topics: Studenst de-briefs of the final project, expectations and evaluation.
14)	Project Group Presentations • Group work on strategies Instructor feedback on project concepts
15)	Project Group Presentations • Group work on strategies Instructor feedback on project concepts
16)	final exam

Sources

Course Notes / Textbooks:	Lecturer notes
References:	Lecturer notes

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	2	3	4
Program Outcomes
1) Understand the concepts and concepts related to the field of health at the undergraduate level, and have advanced theoretical and practical knowledge supported by textbooks, application tools and other sources of current information in the field of health.
2) Knowledge of nature, source, limits, accuracy, reliability and validity of knowledge.
3) Uses advanced theoretical and factual knowledge acquired at the undergraduate level.
4) Interprets, evaluates, identifies, analyzes, shares information and makes teamwork with scientifically proven data by using the advanced knowledge and skills acquired in the field of health.
5) Uses computer programs, related technologies and educational tools in the field of health.
6) Carries out a study independently by using its advanced knowledge in the field of health and takes responsibility as a team member in cooperation with other professional groups working in this field.
7) Takes responsibility individually and as a team member to solve unforeseen complex problems encountered in the practices related to the field of health.
8) Plans, manages, and monitors and evaluates the activities for the development of employees in a project.
9) Evaluates the advanced knowledge and skills acquired in the field of health with a critical approach.
10) Determines learning needs and learning resources, directs learning function by using resources effectively.
11) Develops a positive attitude towards life-long learning and turns it into behavior.
12) Informs the related persons and institutions about the health field; conveys his / her thoughts and solution suggestions in writing and orally, and receives the opinions, requests and expectations of the relevant persons and institutions.
13) With the awareness of social responsibility, organizes and implements projects and activities in cooperation with other professional groups for the social environment in which he lives.
14) Follow the information in the field and communicate with colleagues by using a foreign language at least at B1 General Level of European Language Portfolio.
15) Express themselves effectively in verbal and written.
16) Uses information and communication technologies together with computer software required by the field at least at the Advanced Level of European Computer Driving License.
17) Monitors and evaluates the events / developments on the agenda of the society and the world in the field of health.
18) Acts and participates in accordance with Quality Management and Processes.
19) They cooperate with people from related disciplines and acts in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results related to health field.
20) Have enough consciousness about individual and community health, environmental protection and occupational safety.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Understand the concepts and concepts related to the field of health at the undergraduate level, and have advanced theoretical and practical knowledge supported by textbooks, application tools and other sources of current information in the field of health.
2)	Knowledge of nature, source, limits, accuracy, reliability and validity of knowledge.
3)	Uses advanced theoretical and factual knowledge acquired at the undergraduate level.
4)	Interprets, evaluates, identifies, analyzes, shares information and makes teamwork with scientifically proven data by using the advanced knowledge and skills acquired in the field of health.
5)	Uses computer programs, related technologies and educational tools in the field of health.
6)	Carries out a study independently by using its advanced knowledge in the field of health and takes responsibility as a team member in cooperation with other professional groups working in this field.
7)	Takes responsibility individually and as a team member to solve unforeseen complex problems encountered in the practices related to the field of health.
8)	Plans, manages, and monitors and evaluates the activities for the development of employees in a project.
9)	Evaluates the advanced knowledge and skills acquired in the field of health with a critical approach.
10)	Determines learning needs and learning resources, directs learning function by using resources effectively.
11)	Develops a positive attitude towards life-long learning and turns it into behavior.
12)	Informs the related persons and institutions about the health field; conveys his / her thoughts and solution suggestions in writing and orally, and receives the opinions, requests and expectations of the relevant persons and institutions.
13)	With the awareness of social responsibility, organizes and implements projects and activities in cooperation with other professional groups for the social environment in which he lives.
14)	Follow the information in the field and communicate with colleagues by using a foreign language at least at B1 General Level of European Language Portfolio.
15)	Express themselves effectively in verbal and written.
16)	Uses information and communication technologies together with computer software required by the field at least at the Advanced Level of European Computer Driving License.
17)	Monitors and evaluates the events / developments on the agenda of the society and the world in the field of health.
18)	Acts and participates in accordance with Quality Management and Processes.
19)	They cooperate with people from related disciplines and acts in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results related to health field.
20)	Have enough consciousness about individual and community health, environmental protection and occupational safety.

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 20
Project	1	% 30
Final	1	% 50
total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
total		% 100

Workload and ECTS Credit Calculation

Activities	Number of Activities	Workload
Course Hours	14	42
Study Hours Out of Class	14	42
Project	4	16
Final	4	16
Total Workload		116