Public Relations and Advertising Preview
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code:

HIR029

Course Name:

Corporate Communication and Narration

Semester:

Spring

Course Credits:

ECTS

Language of instruction:

English

Course Condition:

Does the Course Require Work Experience?:

Type of course:

Departmental Elective

Course Level:

Bachelor

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

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator:

Araş. Gör. AZİZ ARSLAN

Course Lecturer(s):

ASSOC.PROF.RUKEN ÖZGÜL KILANÇ

Course Assistants:

Course Objective and Content

Course Objectives:

I. Provide a detailed introduction to the basic concepts of corporate communication, narration and the development of corporate communication.
II. To establish the connection of the necessity of continuity of institutions by understanding the narrative technique
III. Provide that corporate communication experts develop effective and effective solutions to changing conditions.
IV. Gain the ability to manage the relationships and work integrated with other areas using the narrative technique
V. Gain knowledge and skills to develop the corporate communication strategy.

Course Content:

In this course, the process of PR which includes of corporate culture, identity, image, stakeholder engagement is examined and basic concepts of communication studies are explained via case studies.and narrative techniques. The positive and consistent images that are rightly revealed in the eyes of the target audience by the corporate storytelling and the efforts of the institutions to tell themselves will be examined.

Learning Outcomes

The students who have succeeded in this course;
1) I. Understand the basic concepts and development of corporate communication and establish the relationship with today.
2) II. Can shape the reputation service of the narrative technique in terms of ensuring the continuity of institutions.
3) III. Develops and manages all related communication activities for institution according to changing technology and other conditions with narrative techniques
4) IV. Manages the relations of corporate communication with other areas in an integrated with the narrative technique
5) V. As a Corporate Communication Specialist, she/he gains the knowledge, skills and develop her/his Communication Strategy in the sector.

Course Flow Plan

Week	Subject	Related Preparation
1)	Introduction to Corporate Reputation Concept 1
2)	Corporate Communication Objectives and functions
3)	Corporate Communication Theories
4)	Introduction to the concept of narration
5)	Functions and constructors of the concept of narration
6)	Relationship between cultural components and narrative strategy
7)	Corporate reputation builders and narrative strategy relationship - Homework Submission Week-
8)	Narrative strategy in static messages
9)	Examples of international and national static narrative messages
10)	The narrative strategy in dynamic messages Official Holiday-April 23 National Sovereignty and Children's Day
11)	Examples of international and national dynamic narrative messages
12)	Use of crisis management and narrative techniques in corporate communication
13)	Student Presentations I Official Holiday-May 12-15 Ramadan Feast
14)	Corporate Communication narrative techniques and new media Official Holiday-19 May Commemoration of Atatürk and Youth and Sports Feast

Sources

Course Notes / Textbooks:	Peltekoğlu, F. B (2018), Halkla İlişkiler Nedir?, 10. Baskı, İstanbul, Beta Bas.Yay.Dağ. A.Ş. Vural Z.B.A, Bat M (2013), Teoriden Pratiğe Kurumsal İletişim, İletişim Yayınları Kılanç R.Ö (2020), İtibar Yönetimi ve Öyküleme, Eğitim Yayınevi
References:	• Grunig, J. E. Halkla İlişkiler ve İletişim Yönetiminde Mükemmellik, İstanbul, Rota Yayınları

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5
Program Outcomes
1) They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession.	3	3	3	3	3
2) They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign.	3	3	3	3	3
3) They have knowledge and skills about changing and evolving communication methods and technologies.	3	2	3	3	3
4) Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders.	2	2	2	3	3
5) By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda.	2	3	3	3	3
6) They combine different communication areas in a holistic and strategic way.	2	3	2	3	3
7) They use written and verbal communication skills effectively.	2	3	3	3	3
8) They develop and implement strategies by thinking creatively and critically.	2	3	3	3	3
9) They have management skills.	2	2	2	3	3
10) They use research capability effectively.	2	2	3	2	3
11) They have an ethical business understanding and social responsibility.	2	2	3	2	3
12) They have capable of analytical thinking and problem solving.	2	2	2	3	3
13) They have teamwork skills.	3	3	3	3	3
14) They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues.	2	2	2	2	2
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field.	3	3	3	3	3

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession.	3
2)	They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign.	3
3)	They have knowledge and skills about changing and evolving communication methods and technologies.	3
4)	Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders.	3
5)	By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda.	2
6)	They combine different communication areas in a holistic and strategic way.	3
7)	They use written and verbal communication skills effectively.	3
8)	They develop and implement strategies by thinking creatively and critically.	3
9)	They have management skills.	3
10)	They use research capability effectively.	3
11)	They have an ethical business understanding and social responsibility.	3
12)	They have capable of analytical thinking and problem solving.	2
13)	They have teamwork skills.	3
14)	They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues.	2
15)	They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field.	3

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	1	% 25
Presentation	1	% 35
Final	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
total		% 100

Workload and ECTS Credit Calculation

Activities	Number of Activities	Preparation for the Activity	Spent for the Activity Itself	Completing the Activity Requirements	Workload
Course Hours	14	3	3		84
Presentations / Seminar	1	3	3		6
Homework Assignments	1	6	3		9
Final	1	15	2		17
Total Workload					116