PUBLIC RELATIONS AND PUBLICITY | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
SEN4016 | Multivariate Data Analysis | Spring Fall |
3 | 0 | 3 | 6 |
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 : | Prof. Dr. MEHMET ALPER TUNGA |
Recommended Optional Program Components: | None. |
Course Objectives: | The students will have the ability of applying specific techniques included in multivariate analysis such as principle component analysis, factor analysis, linear regression to specific problems. |
The students who have succeeded in this course; 1. Describe multivariate data analysis concepts 2. Define the properties and limitations of PCA and compute PCA through different ways 3. Describe the types of factoring and factor computation 4. Define metric and non-metric scales 5. Describe simple and multiple correspondence analysis and chi squared distances 6. Define variations of MANOVA 7. Evaluate regression coefficients, parameter estimation, hypothesis testing 8. Describe deduction, induction, estimation, tests, correlation 9. Define univariate and multivariate filters |
The course content is composed of principle component analysis (pca), factor analysis, multidimensional scaling, correspondence analysis, multivariate analysis of variance (manova), multiple linear regression, statistical inference, feature subset selection. |
Week | Subject | Related Preparation |
1) | Introduction | |
2) | Principle Component Analysis (PCA) | |
3) | Principle Component Analysis (PCA) | |
4) | Factor Analysis | |
5) | Factor Analysis | |
6) | Multidimensional Scaling | |
7) | Correspondence Analysis | |
8) | Multivariate Analysis of Variance (MANOVA) | |
9) | Multiple Linear Regression | |
10) | Multiple Linear Regression | |
11) | Statistical Inference | |
12) | Statistical Inference | |
13) | Feature Subset Selection | |
14) | Feature Subset Selection |
Course Notes / Textbooks: | Multivariate Data Analysis, 7/E, Joseph F. Hair, Jr, William C. Black, Barry J. Babin, Rolph E. Anderson, Pearson, 2010, 9780138132637 |
References: | Yok - None. |
Semester Requirements | Number of Activities | Level of Contribution |
Quizzes | 4 | % 20 |
Homework Assignments | 2 | % 10 |
Midterms | 1 | % 30 |
Final | 1 | % 40 |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 60 | |
PERCENTAGE OF FINAL WORK | % 40 | |
Total | % 100 |
Activities | Number of Activities | Duration (Hours) | Workload |
Course Hours | 14 | 3 | 42 |
Study Hours Out of Class | 4 | 5 | 20 |
Homework Assignments | 2 | 5 | 10 |
Quizzes | 4 | 3 | 12 |
Midterms | 1 | 15 | 15 |
Final | 1 | 17 | 17 |
Total Workload | 116 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | 1) To prepare the students to become communication professionals by focusing on strategic thinking, professional writing, ethical practice and innovative use of traditional and new media 2) To be able to have the ability to explain and identify problems associated with the relationships between events and facts in the areas of public relations, persuasive communication, communication management, corporate communications. 3) To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool. 4) To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations. | |
2) | 1) To be able to create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics. 2) To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices. 3) To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices. 4) To be able to explain and describe business marketing activities, economics, business law and global business practices. | |
3) | 1) To be able to search, write, and design articles, newsletters, and fliers, brochures, and announcements, in styles and formats appropraite various audiences, mediums and settings. 2) To be able to to use information, communication technologies and computer software with the required level of public relations, marketing communication, persuasive communication, communication management, corporate communications. Learning Competence 1) To be able to recognize national and international, social and cultural dimensions of public relations. Field Specific Competence 1) To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how public realtions works. 2) To be able to apply the underlying theories of communication and the necessities of work safety to different types of public relations processes and campaigns. Competence to Work Independently and Take Responsibility 1) To be able to take responsibility in an individual capacity or as a team in generating solutions to given scenarios which can occur in public relations processes. |