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

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
COP4312	IDA-KID Kurumsal İletişim Konuları	Fall	3	0	3	5

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	English
Type of course:	Non-Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Dr. Öğr. Üyesi SELCAN YEŞİLYURT
Course Lecturer(s):	Dr. Öğr. Üyesi SELCAN YEŞİLYURT
Recommended Optional Program Components:	None
Course Objectives:	This course aims students to understand the corporate context as it affects the corresponding practice of public relations and the various roles of public relations in supporting the organizations, ranging from employee and investor relations to government, community and customer relations.

Learning Outcomes

The students who have succeeded in this course;
1) Students will be able to define the differences and similarities between public relations and corporate communication.
2) Students will be able to identify the meaning of reputation, corporate identity and corporate image.
3) Students will be able to examine the corporate social responsibility campaigns of multinational companies and to compare to the campaigns of Turkish companies.
4) Students will be able to recognize the news items which they read in economy section of newspapers whether a public relations news or just a regular news.
5) Students will have the knowledge about new media, social media and PR 2.0. They can comprehend the effects of new technologies on Public Relations.
6) Students will be able to comprehend the importance of media and media relations for corporation in terms of public relations practices.
7) Students will be able to associate the roles of corporate communication professionals in terms of employee relations and internal relations.
8) Students will be able to evaluate the best practices of corporate public relations.
9) Students can connect the relations between corporate public relations and corporate communication.

Course Content

This course examines the role of public relations within a corporation and its responsibilities in developing and maintaining external and internal relations. This course will consist of lectures, case analyses and discussion.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction
2)	Culture-Art Communication
3)	International Communication, Leader Communication
4)	Issue Management
5)	Media Relations
6)	Social Media
7)	Sports Communication
8)	Financial Communication
9)	Crisis Management
10)	Event Management
11)	Internal Communication
12)	Social Responsibility, assignment for the final project
13)	Research, Measurement
14)	Review of the semester

Sources

Course Notes / Textbooks:
References:	Paul Argenti (2008) Corporate Communication

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	10	% 10
Project	1	% 50
Midterms	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	14	42
Study Hours Out of Class	15	41
Project	11	29
Final	1	4
Total Workload		116

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.	2
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	2
3)	To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.	2
4)	To be able to analyze primary and secondary research data for a variety of products and services.	2
5)	To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.	2
6)	To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)	2
7)	To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.	3
8)	To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.	2
9)	To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.	2
10)	To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.	2
11)	To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)	2
12)	To be able to identify and meet the demands of learning requirements.	2
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	2