PUBLIC RELATIONS AND PUBLICITY
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
COP4463	Ata Holding - Strategic Analysis	Spring Fall	3	0	3	6

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 :
Course Lecturer(s):	Prof. Dr. YAMAN ÖMER ERZURUMLU
Course Objectives:	The organizations which establish and implement long-term strategies are more likely to gain sustainable success. The increasing complexity created by the rapidly changing world has increased the importance of successful strategies. The main purpose of this course is to explain the necessary analysis and methodologies to establish a competitive strategy. In order to create a succesful strategy, competitor analysis, company analysis, market analysis and customer analysis should be conducted carefully and attentively. In addition to this, for interpreting these analyses and creating the strategy basing on these analyses, some consulting methodologies, matrices and templates will be explained to the students. Therefore, they will have the opportunity to gain practical experience as well.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course;
1) The student will gain knowledge on what strategy is and what the main concepts are.
2) They will learn the foundation of the staretgy which are competitor analysis, financial analysis, company analysis, market analysis and customer analysis.
3) They will understand the methodologies of researching.
4)They will learn how to establish a strategy by interpreting all the analyses conducted and all the data gathered
5) They will have the opportunity to practise via case studies.
6) They will be able to ask questions directly to guest speakers with real experience on creating strategies

Course Content

Introduction to Strategy and Main Concept of Strategy
Competitor Analysis
Understanding Competitor Strategies
Research Metodologies
Financial and Operational Key Ratios and Key Performance Indicators
Benchmarking
Cost and Profitability Analysis
Market Definition and Sizing
Strategic Frameworks
Market Segmentation and Channels
Customer Segmentation and Analysis
Customer Loyalty and Satisfaction
Strategy Implementation
From Strategy to Decision&Result - Following up with KPIs

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction to Strategy and Main Concept of Strategy	Presentation
2)	Competitor Analysis	Presentation / Case Study
3)	Understanding Competitor Strategies	Presentation / Case Study
4)	Research Metodologies	Presentation / Case Study
5)	Financial and Operational Key Ratios and Key Performance Indicators	Presentation / Case Study
6)	Benchmarking	Presentation / Case Study
7)	Cost and Profitability Analysis	Presentation / Case Study
8)	Market Definition and Sizing	Presentation / Case Study
9)	Strategic Frameworks	Presentation / Case Study
10)	Market Segmentation and Channels	Presentation / Case Study
11)	Customer Segmentation and Analysis	Presentation / Case Study
12)	Customer Loyalty and Satisfaction	Presentation / Case Study
13)	Strategy Implementation	Presentation / Case Study
14)	From Strategy to Decision&Result - Following up with KPIs	Presentation / Case Study

Sources

Course Notes / Textbooks:	Dersi verecek kişi tarafından sunumlar ve vaka çalışmaları hazırlanacaktır Notes and cases will be provided by the lecturer
References:	Contemporary Strategy Analysis - Robert M. Grant, 8th ed. 2013, Wiley. ISBN-13: 978-1119941880 Strategic Analysis and Action - Crosssan etal., 7th ed., Prentice Hall, ISBN-13: 978-0132061421 Blue Ocean Strategy - W. Chan Kim and Renée Mauborgne, 2015, Harvard, ISBN-13: 978-1625274496

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Quizzes	4	% 15
Presentation	1	% 15
Midterms	1	% 30
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	7	98
Presentations / Seminar	1	3	3
Midterms	1	2	2
Final	1	2	2
Total Workload			147

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 prepare the students to become communication professionals by focusing on strategic thinking, professional writing, ethical practice and innovative use of traditional and new media
2)	To be able to create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics.
3)	To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how public realtions works.
4)	To be able to have the ability to explain and identify problems associated with the relationships between events and facts in the areas of public relations, persuasive communication, communication management, corporate communications.
5)	To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices.
6)	To be able to search, write, and design articles, newsletters, and fliers, brochures, and announcements, in styles and formats appropraite various audiences, mediums and settings.
7)	To be able to apply the underlying theories of communication and the necessities of work safety to different types of public relations processes and campaigns.
8)	To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices.
9)	To be able to take responsibility in an individual capacity or as a team in generating solutions to given scenarios which can occur in public relations processes.
10)	To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool.
11)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations.
12)	To be able to to use information, communication technologies and computer software with the required level of public relations, marketing communication, persuasive communication, communication management, corporate communications.
13)	To be able to explain and describe business marketing activities, economics, business law and global business practices.
14)	To be able to recognize national and international, social and cultural dimensions of public relations.