ECONOMICS | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
PRL3540 | Expectation Management in Public Relations | Fall | 3 | 0 | 3 | 5 |
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
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: | Purpose of this course is to review the processes and to improve operational skills required for the PR/communications expert, supporting the management of stakeholders to the optimum level and in line with the goal to be achived. |
The students who have succeeded in this course; Students who will successfully complete this course will; 1- Understand the communications models to be developed in order to ideally meet the clients goals and expectations. 2- Be informed on developing models which will help them to establish a fruitful relationship between their clients (the Brand) and the Media. 3- Understand how to manage the communication processes work where they will face high expectations from the brand and agency 4- Understand how to manage the mutual expectaions in an ideal relationship chain in brand, agency and 3rd party management. 5- Gain experience in explaining what communcations departments and/or specialists do in a company. 6- Understand how to translate their academic knowledge into professional and operational relationship management. |
This course aims to improve the process management and understanding related to get grasp of and to answer the expectations related to public relations services received from the corporate departments of brands and organizations and/or from the agencies. |
Week | Subject | Related Preparation |
1) | Structures and models of communications for companies and brands. Ensuring that the corporate expert understands the expectation chain | |
2) | Structures of corporate communications departments • Team structures their position within the organization chart • Duties and responsibilities, management of raised expectations | |
3) | Agency structures • Structural units, service and work models • Expectations and management of the companies which they serve | |
4) | Agency Structures • Accurately determine the client's goals and manage their expectations | |
5) | Media Relations • Expectation management between the brand and media • Operational business model, news approach of the media etc. | |
6) | Media relations management • Meeting the ideal expectation in media in line with the client's goals. • Managing the expectation of brand/company from the media | |
7) | 3th path management • who are they, what is the key point of management • excellence of event or the moments of expectation | |
8) | Assigning Final Projects | |
9) | Expectation management in crisis communications | |
10) | Expectation management in crisis communications | |
11) | Communications Expert's Management of stakeholders • Improving operational competences | |
12) | Communications Expert's Management of stakeholders • Improving operational competences | |
13) | Management of ideal expectation chain | |
14) | Group Presentations |
Course Notes / Textbooks: | Managing Expectations: Naomi Karten / The Art of Public Relations: CEOs from Edelman, Ruder Finn, Burson Marsteller & More on the Secrets to Landing New Clients, Developing Breakthrough ... and Your Firm to Clients (Inside the Minds) by Richard Edelman // |
References: | MSL Groupe ve Publicis One tarafından yayınlanan ve uygulanan modeller üzerinden değerlendirmeler/ Evaluations based on models implemented and published by MSL Groupe and Publicis One |
Semester Requirements | Number of Activities | Level of Contribution |
Presentation | 1 | % 20 |
Project | 1 | % 20 |
Final | 1 | % 60 |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 20 | |
PERCENTAGE OF FINAL WORK | % 80 | |
Total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 14 | 42 |
Study Hours Out of Class | 12 | 31 |
Presentations / Seminar | 3 | 12 |
Project | 6 | 24 |
Final | 1 | 4 |
Total Workload | 113 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | As a world citizen, she is aware of global economic, political, social and ecological developments and trends. | 2 |
2) | He/she is equipped to closely follow the technological progress required by global and local dynamics and to continue learning. | 2 |
3) | Absorbs basic economic principles and analysis methods and uses them to evaluate daily events. | 2 |
4) | Uses quantitative and statistical tools to identify economic problems, analyze them, and share their findings with relevant stakeholders. | 2 |
5) | Understands the decision-making stages of economic units under existing constraints and incentives, examines the interactions and possible future effects of these decisions. | 1 |
6) | Comprehends new ways of doing business using digital technologies. and new market structures. | 2 |
7) | Takes critical approach to economic and social problems and develops analytical solutions. | 1 |
8) | Has the necessary mathematical equipment to produce analytical solutions and use quantitative research methods. | 2 |
9) | In the works he/she contributes, observes individual and social welfare together and with an ethical perspective. | 2 |
10) | Deals with economic problems with an interdisciplinary approach and seeks solutions by making use of different disciplines. | 1 |
11) | Generates original and innovative ideas in the works she/he contributes as part of a team. | 2 |