ECONOMICS AND FINANCE
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
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.

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:	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.

Learning Outcomes

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.

Course Content

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.

Weekly Detailed Course Contents

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

Sources

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

Evaluation System

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

ECTS / Workload Table

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

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)	Build up a body of knowledge in mathematics and statistics, to use them, to understand how the mechanism of economy –both at micro and macro levels – works.	3
2)	Understand the common as well as distinctive characters of the markets, industries, market regulations and policies.	2
3)	Develop an awareness of different approaches to the economic events and why and how those approaches have been formed through the Economic History and understand the differences among those approaches by noticing at what extent they could explain the economic events.	1
4)	Analyze the interventions of politics to the economics and vice versa.	3
5)	Apply the economic analysis to everyday economic problems and evaluate the policy proposals for those problems by comparing opposite approaches.	2
6)	Understand current and new economic events and how the new approaches to the economics are formed and evaluating.	2
7)	Develop the communicative skills in order to explain the specific economic issues/events written, spoken and graphical form.	3
8)	Know how to formulate the economics problems and issues and define the solutions in a well-formed written form, which includes the hypothesis, literature, methodology and results / empirical evidence.	2
9)	Demonstrate the quantitative and qualitative capabilities and provide evidence for the hypotheses and economic arguments.	2
10)	Understand the information and changes related to the economy by using a foreign language and communicate with colleagues.	3