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
COP3307 Samsung-Integrated Marketing Communications in the Digital Era Fall 3 0 3 5
The course opens with the approval of the Department at the beginning of each semester

Basic information

Language of instruction: En
Type of course: Departmental Elective
Course Level: Bachelor
Mode of Delivery: Face to face
Course Coordinator : Prof. Dr. İDİL KARADEMİRLİDAĞ SUHER
Course Objectives: The aim of this course is to create an understanding of the foundational principles of integrated marketing communications, while also presenting a framework of new principles that arise with the new digital age. Everything in this spectrum will be understood theoretically and practically.

Learning Outputs

The students who have succeeded in this course;
1) to define the concept of brand management in detail.
2) to create integrated marketing strategies.
3) to develop end to end integrated marketing communication plans.
4) to design communication according to traditional and digital media of marketing communication.
5) to create media plans for traditional and digital media.
6) to explain the methods of digital innovation and entrepreneurship.

Course Content

During the course, the foundations of integrated marketing communication, main aprroaches, processes, strategy building in communication, strategy building ways for brands will be thought. Also integrated marketing for online environments and fundemantals of digital innovation will be covered in detail.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction to Integrated Marketing Communication
2) Integrated Marketing Communication Process
3) Brand Management Strategy
4) Communication Process and Strategy
5) Creative Strategy & Evaluation
6) Fundamentals of Digital Innovation and Entrepreneurship
7) Preparation for the midterm exam
8) Online Marketing Communication Fundementals
9) Online Marketing Communication Channels: Search
10) Online Marketing Communication Channels: Display
10) Online Marketing Communication Channels: Display
11) Online Marketing Communication Channels: Video
12) Online Marketing Communication Channels: Social
13) Offline & Online Media Planning
14) Review for the final exam

Sources

Course Notes: Integrated Marketing Communications - David Pickton & Amanda Broderick The Handbook of Strategic Public Relations and Integrated Marketing Communications, Clarke L. Caywood
References:

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance % 0
Laboratory % 0
Application % 0
Field Work % 0
Special Course Internship (Work Placement) % 0
Quizzes % 0
Homework Assignments % 0
Presentation % 0
Project % 0
Seminar % 0
Midterms 1 % 50
Preliminary Jury % 0
Final 1 % 50
Paper Submission % 0
Jury % 0
Bütünleme % 0
Total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 13 3 39
Laboratory 0 0 0
Application 0 0 0
Special Course Internship (Work Placement) 0 0 0
Field Work 0 0 0
Study Hours Out of Class 13 6 78
Presentations / Seminar 0 0 0
Project 0 0 0
Homework Assignments 0 0 0
Quizzes 0 0 0
Preliminary Jury 0 0 0
Midterms 1 4 4
Paper Submission 0 0 0
Jury 0 0 0
Final 1 4 4
Total Workload 125

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.