| Public Relations and Advertising | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | HIR204 | ||||
| Course Name: | Writing Ability and Copywriting for Communication | ||||
| Semester: | Spring | ||||
| Course Credits: |
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| Language of instruction: | Turkish | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Compulsory Courses | ||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||
| Course Coordinator: | Araş. Gör. AZİZ ARSLAN | ||||
| Course Lecturer(s): | Assoc. Prof. Dr. Aybike Serttaş | ||||
| Course Assistants: |
| Course Objectives: | 1.Students to write professionally texts of different communication channels, 2.Examining media texts in general and focusing on public relations and advertising sector, 3.To emphasize the importance of native language by encouraging students to use Turkish correctly. |
| Course Content: | This course provides students with writing skills and necessary methods to advance their writing skills which is the most important tool in the communication process. The course teaches students effective writing techniques, text writing, news report writing techniques as well as how to write corporate newsletters, and how to prepare media kit. |
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The students who have succeeded in this course;
1) Learns about different literary texts 2) Can write press release 3) Knows how to write news 4) Knows to write an advertisement script. 5) Knows the narration techniques. 6) Knows basic text writing techniques on social sciences. |
| Week | Subject | Related Preparation |
| 1) | Writing Ability for Communication and Text Authorship Scope and Objectives | |
| 2) | "What is writing?" | |
| 3) | "What is Authoring?" | |
| 4) | Micro Story Study | |
| 5) | History and Basic Concepts of News | |
| 6) | News Writing Techniques and Examining the Samples | |
| 7) | Press Release | |
| 8) | Midterm Exam | |
| 9) | Discussion of Errors by Examining Sample Texts and Reorganization of Texts | |
| 10) | Ad Writing - Basic Concepts of Advertising | |
| 11) | Advertising Scenario (Printed Media) | |
| 12) | Advertising Scenario (Radio) | |
| 13) | Advertising Scenario (TV) | |
| 14) | Alternative Ad Types: Shock Advertising | |
| 15) | Alternative Ad Types: Anti-Advertising | |
| 16) | Final Exam |
| Course Notes / Textbooks: | Barthes, Roland (2006) Metnin Hazzı: Yazı Üzerine Çeşitlemeler. İstanbul: YKY Yayınları. Forster, E. M. (2001). “Roman Sanatı”, İstanbul: Adam Yayınları, 2001. Gülsoy, Murat (2004) Büyü Bozumu: Yaratıcı Yazarlık, İstanbul: Can Yayınları. Kelsey, Gerald (1995). “Televizyon Yazarlığı”, İstanbul: YKY. |
| References: | Ders Notları |
| Course Learning Outcomes | 1 |
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| 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 | 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. | 2 | 2 | 2 | 2 | 2 | 2 | |||||||||
| 3) They have knowledge and skills about changing and evolving communication methods and technologies. | 2 | 2 | 2 | 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. | 2 | 2 | 2 | 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. | 2 | 2 | 2 | 1 | 1 | 1 | |||||||||
| 6) They combine different communication areas in a holistic and strategic way. | 3 | 3 | 3 | 3 | 3 | 3 | |||||||||
| 7) They use written and verbal communication skills effectively. | 3 | 3 | 3 | 3 | 3 | 3 | |||||||||
| 8) They develop and implement strategies by thinking creatively and critically. | 2 | 2 | 2 | 2 | 2 | 2 | |||||||||
| 9) They have management skills. | 2 | 2 | 2 | 2 | 2 | 2 | |||||||||
| 10) They use research capability effectively. | 3 | 3 | 3 | 3 | 3 | 3 | |||||||||
| 11) They have an ethical business understanding and social responsibility. | 2 | 2 | 2 | 2 | 2 | 2 | |||||||||
| 12) They have capable of analytical thinking and problem solving. | 3 | 3 | 3 | 3 | 3 | 3 | |||||||||
| 13) They have teamwork skills. | 2 | 2 | 2 | 2 | 2 | 2 | |||||||||
| 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. | 1 | 1 | 1 | 1 | 1 | 1 | |||||||||
| 15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. | 1 | 1 | 1 | 1 | 1 | 1 | |||||||||
| 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. | 1 |
| 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. | 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 |
| 6) | They combine different communication areas in a holistic and strategic way. | |
| 7) | They use written and verbal communication skills effectively. | 3 |
| 8) | They develop and implement strategies by thinking creatively and critically. | 2 |
| 9) | They have management skills. | 1 |
| 10) | They use research capability effectively. | 3 |
| 11) | They have an ethical business understanding and social responsibility. | 2 |
| 12) | They have capable of analytical thinking and problem solving. | 2 |
| 13) | They have teamwork skills. | 2 |
| 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. | 1 |
| 15) | They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. | 1 |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Homework Assignments | 5 | % 50 |
| Final | 1 | % 40 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| total | % 100 | |
| Activities | Number of Activities | Preparation for the Activity | Spent for the Activity Itself | Completing the Activity Requirements | Workload | ||
| Course Hours | 14 | 0 | 3 | 42 | |||
| Study Hours Out of Class | 12 | 0 | 0 | ||||
| Homework Assignments | 5 | 6 | 5 | 55 | |||
| Final | 1 | 12 | 2 | 14 | |||
| Total Workload | 111 | ||||||