| Public Relations and Advertising | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | HIR304 | ||||
| Course Name: | Communication Campaign Analysis and Design | ||||
| 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): | Esra Bayhantopçu | ||||
| Course Assistants: |
| Course Objectives: | In addition to providing the students with the necessary theoretical knowledge and skill for the design of communication campaigns in the course; this course aims to provide a comprehensive knowledge about the corporate culture, corporate goals and strategies, consumer behavior, stakeholder analysis and target audience design, marketing mix elements, process management, organizing, measurement and evaluation, and media planning and other related corporate communication studies. |
| Course Content: | The course will be covered by following topics: Analyzing and understanding the structure of communication campaigns; strategic foresight and planning for developing a communication campaign; designing campaign processes and planning important steps in line with the institutional objectives; understanding the implementation of management processes; planning and organizing media and other communication activities in this field. |
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The students who have succeeded in this course;
1) Have theoretical and practical information about communication campaigns and be able to use this information in the process of designing and managing a strategic communication campaign 2) Gain the research and analysis skills required for the communication campaign and project, 3) Have ability to develop the most appropriate communication mix and targets in line with the purposes of the campaing, 4) Have knowledge and ability to plan and realize all steps of communication campaigns (strategic analysis, issue and stakeholder analysis, goal and target determination, target audience analysis, planning, process management, media planning, measurement and evaluation), 5) Have the ability to design and manage a communication campaign with high success. |
| Week | Subject | Related Preparation |
| 1) | Course Objectives / Content / Expectations / Introduction to Communication Campaigns | |
| 2) | Communication Campaigns / Campaign Types / Steps for Successful Campaings/ Example Campaign Analysis from Turkey and the World | |
| 3) | Communication Campaigns and Corporate Strategy and Policy Development / Goal Setting / Determining Policy, Goals and Tactics | |
| 4) | SWOT Analysis / SWOT Analysis of Communication Campaigns | |
| 5) | Material Issue and Stakeholder Analysis / Target Audience Analysis | |
| 6) | Market Segmentation / Defining Marketing Goals and Campaign Design / Determining Messages | |
| 7) | Project and Campaign Planning / Measurement and Evaluation System and Processes | |
| 8) | Communication Strategies / Media Planning / Visual Materials in the Campaigns | |
| 9) | Campaign Budgeting | |
| 10) | Communication Campaign Design Presentation and Analysis Discussions | |
| 11) | Communication Campaign Design Presentations and Analysis Discussions | |
| 12) | Communication Campaign Design Presentations and Analysis Discussions | |
| 13) | Communication Campaign Design Presentations and Analysis Discussions | |
| 14) | Process Management in Campaigns | |
| 15) | Final Project Week |
| Course Notes / Textbooks: | -Jale Balaban Salı. Halkla İlişkiler Kampanya Analizi. Anadolu Üniversitesi Yayınları, 2013. -Abdullah Özkan. Siyasetin İletişim Odağı Seçim Kampanyaları. Eğitim Kitapevi, 2015. -Çiğdem Ünal. Sosyal Proje Geliştirme. Pegem Akademi Yayıncılık,2014. |
| 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 | 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. | 3 | 3 | 2 | 2 | |||||||||||
| 3) They have knowledge and skills about changing and evolving communication methods and technologies. | 3 | 3 | 1 | 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. | 3 | 3 | 3 | 1 | 1 | ||||||||||
| 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 | 3 | 3 | 2 | ||||||||||
| 6) They combine different communication areas in a holistic and strategic way. | 3 | 1 | 3 | 3 | 2 | ||||||||||
| 7) They use written and verbal communication skills effectively. | 3 | 3 | 1 | 3 | 2 | ||||||||||
| 8) They develop and implement strategies by thinking creatively and critically. | 2 | 3 | 3 | 3 | 2 | ||||||||||
| 9) They have management skills. | 3 | 3 | 3 | 3 | 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. | 2 | 1 | 3 | 3 | 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 | ||||||||||
| 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. | 3 |
| 3) | They have knowledge and skills about changing and evolving communication methods and technologies. | |
| 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. | |
| 6) | They combine different communication areas in a holistic and strategic way. | 2 |
| 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. | 1 |
| 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. | 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. | |
| 15) | They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 2 | % 30 |
| Presentation | 1 | % 30 |
| 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 | 14 | 1 | 14 | ||||
| Presentations / Seminar | 1 | 10 | 1 | 11 | |||
| Homework Assignments | 2 | 20 | 40 | ||||
| Final | 1 | 25 | 25 | ||||
| Total Workload | 132 | ||||||