PUBLIC RELATIONS AND PUBLICITY
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
ADV4640	Mobile Advertising	Fall	3	0	3	6

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 GÜL ŞENER
Course Lecturer(s):	Dr. Öğr. Üyesi GÜL ŞENER
Recommended Optional Program Components:	None
Course Objectives:	The main objective of this course is to provide the basics of mobile advertising and terminology surrounding it.

Learning Outcomes

The students who have succeeded in this course;
Upon completing this course, students will;

1- Gain competency in basic mobile advertising terminology.
2- Recognize the components of the mobile advertising ecosystem.
3- Understand the functioning of mobile advertising.
4- Identify different mobile advertising outlets.
5- Gain knowledge of mobile advertising strategy and measurement.
6- Recognize the drivers for current digital consumers and their implications for mobile advertising.
7- Understand how the interactive/digital advertising industry is evolving, adapting to, and morphing within the Internet

Course Content

This course will introduce students to the various facets of mobil advertising from its place in digital marketing mix to its pros and cons, from the main pillars of mobile strategy to current mobile consumer trends.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction to the course
2)	Definition and scope of digital – Part 1	Selected reading from the course book.
3)	Definition and scope of digital – Part 2	Selected reading from the course book.
4)	Players of digital advertising – Part 1	Selected reading from the course book.
5)	Players of digital advertising – Part 2	Selected reading from the course book.
6)	Mobile Advertising in a nutshe	Selected reading from the course book.
7)	Digital advertising channels & tools	Selected reading from the course book.
8)	Presentations
9)	Presentations
10)	Digital advertising measurement tools & KPI’s	Selected reading from the course book.
11)	Digital media planning and measurement	Selected reading from the course book.
12)	Digital strategy planning – Part 1	Selected reading from the course book.
13)	Digital strategy planning – Part 2	Selected reading from the course book.
14)	Final review before final exam.	Selected readings from the course book.

Sources

Course Notes / Textbooks:

The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
Digital Marketing Strategy, Implementation and Practice – Dace Chaffey The best digital marketing campaigns in the world: mastering the art of customer engagement – 2014
Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Internet Marketing Essentials
Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook
Commercial Communication in the Digital Age

References:

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	1	% 20
Midterms	1	% 35
Final	1	% 45
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 55
PERCENTAGE OF FINAL WORK		% 45
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	6	84
Presentations / Seminar	1	4	4
Midterms	1	4	4
Final	1	4	4
Total Workload			138

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 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 create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics.
3)	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.
4)	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.
5)	To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices.
6)	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.
7)	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.
8)	To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices.
9)	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.
10)	To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool.
11)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations.
12)	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.
13)	To be able to explain and describe business marketing activities, economics, business law and global business practices.
14)	To be able to recognize national and international, social and cultural dimensions of public relations.