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

Course Introduction and Application Information

Course Code: HIR102
Course Name: Communication Theories
Semester: Spring
Course Credits:
ECTS
6
Language of instruction: Turkish
Course Condition:
Does the Course Require Work Experience?: No
Type of course: Compulsory Courses
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: Dr. Öğr. Üy. ESRA BAYHANTOPÇU
Course Lecturer(s): Dr. Esra Bayhantopçu
Course Assistants:

Course Objective and Content

Course Objectives: This course aims to provide a comprehensive knowledge about the media and communication theories. In addition, the aim of the course is to enable students to analyze media contents within the framework of mass communication theories and to create media content for specific business purposes.
Course Content: The course will be covered by following topics: mass communication theories, theoretical schools and their approaches, theoretical relations between society, culture, political structure and media.

Learning Outcomes

The students who have succeeded in this course;
1) To have knowledge about mass communication theories and learn different theories and approaches in literature
2) To learn about production of mass communication products and understand media and culture
3) To be able to adapt mass communication theories to daily business practices related with public relations and advertising
4) To learn creating media and news content in the field of public relations and advertising in accordance with the target audience
5) To able to read and analyze media contents and critize them

Course Flow Plan

Week Subject Related Preparation
1) Course Objectives / Content / Expectations / Basic Information of the Course, Introduction to Communication Theories
2) Mass Communication / The Effects of Mass Communication on Culture and Society
3) Basic Communication Theories Developed by Mainstream Approaches
4) Experimental Psychological Theories
5) Basic Communication Theories Developed by Mainstream Approaches / Cultural Studies and Cultivation Theory
6) Theories Regarding the Selection and Production of Mass Media Products
7) Social Cognitive Theory of Mass Communication
8) Midterm Exam
9) Audience Centered Communication Models
10) Semeiology
11) Media Analysis – Case Studies and Project Presentations
12) Media Analysis – Case Studies and Project Presentations
13) Media Analysis – Case Studies and Project Presentations
14) Media Technological Determinism Theories
15) Final Exam

Sources

Course Notes / Textbooks: Denis McQuail, Kitle İletişim Modelleri, İmge Kitapevi, 2010.
Levent Yaylagül, Kitle İletişim Kuramları Egemen ve Eleştirel Yaklaşımlar, Dipnot Yayınları, 2016.
References: John Fiske, İletişim Çalışmalarına Giriş, Pharmakon Yayınları, 2017.
Nazife Güngör, İletişim Kuramlar Yaklaşımlar, Siyasal Kitapevi, 2018, 4.baskı.

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 1 1 1 1
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. 2 1 1 1 1
3) They have knowledge and skills about changing and evolving communication methods and technologies. 3 3 2 2 2
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 3 2 2 2
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. 3 3 2 2 3
6) They combine different communication areas in a holistic and strategic way. 3 3 2 2 3
7) They use written and verbal communication skills effectively. 3 3 2 2 3
8) They develop and implement strategies by thinking creatively and critically. 3 3 2 2 3
9) They have management skills. 3 3 3 1 2
10) They use research capability effectively. 3 3 3 3 3
11) They have an ethical business understanding and social responsibility. 3 3 3 3 3
12) They have capable of analytical thinking and problem solving. 3 3 3 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. 3 2 1 1 3
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. 2
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. 2
3) They have knowledge and skills about changing and evolving communication methods and technologies. 1
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
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. 1
6) They combine different communication areas in a holistic and strategic way. 2
7) They use written and verbal communication skills effectively. 2
8) They develop and implement strategies by thinking creatively and critically. 2
9) They have management skills.
10) They use research capability effectively. 3
11) They have an ethical business understanding and social responsibility. 1
12) They have capable of analytical thinking and problem solving. 3
13) They have teamwork skills. 1
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.
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field.

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Homework Assignments 1 % 20
Presentation 1 % 10
Midterms 1 % 30
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 Workload
Course Hours 14 42
Study Hours Out of Class 14 28
Presentations / Seminar 3 7
Homework Assignments 3 15
Midterms 5 21
Final 6 27
Total Workload 140