PHOTOGRAPHY AND VIDEO
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	Spring 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)	Knowledge of photographic and video media and ability to use basic, intermediate and advanced techniques of these media.
2)	Ability to understand, analyze and evaluate theories, concepts and uses of photography and video.
3)	Ability to employ theoretical knowledge in the areas of the use of photography and video.
4)	Familiarity with and ability to review the historical literature in theoretical and practical studies in photography and video.
5)	Ability in problem solving in relation to projects in photography and video.
6)	Ability to generate innovative responses to particular and novel requirements in photography and video.
7)	Understanding and appreciation of the roles and potentials of the image across visual culture
8)	Ability to communicate distinctively by means of photographic and video images.
9)	Experience of image post-production processes and ability to develop creative outcomes through this knowledge.
10)	Knowledge of and ability to participate in the processes of production, distribution and use of photography and video in the media.
11)	Ability to understand, analyze and evaluate global, regional and local problematics in visual culture.
12)	Knowledge of and ability to make a significant contribution to the goals of public communication.
13)	Enhancing creativity via interdisciplinary methods to develop skills for realizing projects.
14)	Gaining general knowledge about the points of intersection of communication, art and technology.