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
PRL2210	Advertising and Public Relations Theories	Spring	2	2	3	6

Basic information

Language of instruction:	English
Type of course:	Must Course
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Assist. Prof. NİLÜFER GEYSİ
Course Lecturer(s):	Assist. Prof. SELCAN YEŞİLYURT
Course Objectives:	The aim of this course is to teach students the theories of advertising and public relations, exploring their historical development and application. Students will gain the theoretical knowledge necessary to understand and apply these theories in communication strategies.

Learning Outcomes

The students who have succeeded in this course;
1. Define and explain advertising and public relations theories.
2. Analyze how these theories are applied in advertising and public relations practices.
3. Use advertising and public relations theories to develop communication strategies.
4. Examine the historical development and societal impact of advertising and public relations theories.
5. Develop theoretical tools to evaluate the success of public relations and advertising campaigns.

Course Content

This course explores the fundamental concepts and historical development of advertising and public relations theories. Early weeks focus on defining advertising and public relations, followed by an examination of how these theories apply to modern communication strategies.
Teaching methods: lectures, case studies, group work, discussions

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction to the course
2)	What is theory? How and why is theory of concern to PR and advertising Grand theories and theories of middle range The role of theory in PR and advertising
3)	Four major scientific theories and their value to the PR researcher - Symbolic interactionism - Exchange theory - Conflict theory - Structural-functional theory
4)	Two-step flow theory Agenda-setting theory
5)	Uses and gratifications theory Cultivation theory Diffusion of innovations theory
6)	Systems theory Game theory
7)	Study of the AIDA and FCB theories
8)	Midterm exam
9)	- Situational theory of publics - Situational theory of problem solving
10)	Crisis communication theory Digital crisis communication theory
11)	- Social learning model - Elaboration likelihood model - Cognitive consistency model - Value change model
12)	Critical theories-1
13)	Critical studies-2
14)	Review of the semester

Sources

Course Notes / Textbooks:
References:

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Presentation	4	% 10
Project	4	% 20
Midterms	1	% 30
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Study Hours Out of Class	13	6	78
Presentations / Seminar	4	4	16
Project	4	4	16
Midterms	1	5	5
Final	1	6	6
Total Workload			160

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 students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	3
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	3
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	5
4)	To be able to follow and interpret innovations in the field of advertising	2
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	3
6)	To address and solve the needs and problems of the field through the developed scientific perspective	3
7)	To recognize and understand all the dynamics within the field of advertising	3
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	2