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
ADV3223	Digital Advertising and PR	Fall	3	0	3	5

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 :	Assoc. Prof. GÜL ŞENER
Course Lecturer(s):	Prof. Dr. YEŞİM ULUSU
Course Objectives:	This course aims to provide theoretical and practical knowledge in the field of digital advertising and public relations, equipping students with strategic thinking and effective communication skills. Topics include social media management, planning digital campaigns, crisis management, and digital public relations strategies.

Learning Outcomes

The students who have succeeded in this course;
1.Develops effective communication strategies on digital platforms.
2.Gains the ability to design and execute social media campaigns.
3.Analyzes crisis management processes and offers appropriate solutions.
4.Effectively applies the use of digital media in public relations.
5.Develops innovative approaches in digital advertising and public relations.

Course Content

Concepts of digital advertising and public relations, Digital platforms and audience analysis, Social media management and content strategies, Planning and implementing digital advertising campaigns, Crisis management and digital PR strategies, Brand reputation management, Data analytics and performance measurement, Influencer marketing strategies, The use of AI on digital platforms, Mobile advertising and in-app advertising strategies.

The teaching methods to be used are as follows;
Lecture: Explaining course topics to students.
Reading: Students reading course materials.
Case Study: Students examine digital practices in advertising and public relations.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Concepts of digital advertising and public relations
2)	Digital platforms and audience analysis
3)	Social media management and content strategies
4)	Planning and implementing digital advertising campaigns
5)	Crisis management and digital PR strategies
6)	Brand reputation management
7)	Influencer marketing strategies
8)	Midterm
9)	Innovative applications on new media
10)	The use of artificial intelligence on digital platforms
11)	Metaverse and advertising
12)	Overall evaluation
13)	Overall evaluation
14)	Final project presentations

Sources

Course Notes / Textbooks:
References:	Esiyok, E. (2021). Handbook of Research on New Media Applications in Public Relations and Advertising.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 40
Final	1	% 60
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	14	3	42
Study Hours Out of Class	14	5	70
Midterms	1	3	3
Final	1	3	3
Total Workload			118

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	5
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	3
4)	To be able to follow and interpret innovations in the field of advertising	5
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	2
6)	To address and solve the needs and problems of the field through the developed scientific perspective	2
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	3