| 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 |
| PRL3547 | Sponsorship Management | Fall | 3 | 0 | 3 | 5 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Departmental Elective |
| Course Level: | Bachelor |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Assoc. Prof. ELİF ENGİN |
| Course Lecturer(s): |
Prof. Dr. İDİL KARADEMİRLİDAĞ SUHER Dr. Öğr. Üyesi SELCAN YEŞİLYURT Assoc. Prof. ELİF ENGİN |
| Course Objectives: | Sponsorship is a topic which is related to both public relations and marketing communications. Students taking this course will be able to differentiate between the uses of sponsorship in different fields of profession. They will be able to identify correctly designed sponsorship agreements. Also the students will be able to give suitable proposals of sponsorship agreements to different working areas. |
|
The students who have succeeded in this course; 1) Identify the key factors that have had impact on the evolvement of sponsorship. 2) Examine the definitons of sponsorship. 3) Evaluate how sponsorship is utilized as a communications tool. 4) Identify the process for the selection of sponsorship as an integrated marketing communications choice. 5) Analyze sponsorship accountability and it’s capacity for return on investment. 6) Outline the types of sponsorship rights. 7) Create a detailed sponsorship contract 8) Define endorsement and its use in sponsorship 9) Determine whether broadcast or other forms of media opportunity are sponsorship or forms of advertising. 10) Evaluate the role research and targeting play in the recruitment process. 11) Review the sponsorship selling processes and and the parties involved in the process. 12) Identify the role of rights owners in sponsorship exploitation. 13) Critically examine the need for new methods as well as increased levels of evaluation in sponsorship. |
| This course is designed to cover the areas of sponsorship and its definitions in public relations discipline, definitions of sponsorships, the relationship between brand management, types of sponsorships, processes of sponsorship agreements, ethical issues and evaluations of sponsorships. |
| Week | Subject | Related Preparation | |
| 1) | Introduction to sponsorship in public relations | ||
| 2) | Sponsorship defined with examples | ||
| 3) | Sponsorship as an integrated communications tool | ||
| 4) | Sponsorship rights and regulations | ||
| 5) | Examples of sponsorhip contracts | ||
| 6) | Brand endorsement and its role in the evolvement of sponsorship | ||
| 7) | Brands sponsorship examples | ||
| 8) | Media and sponsorship; broadcast sponsorships | ||
| 9) | Recruiting sponsors and developing sponsorship programmes | ||
| 10) | Sponsorship selling processes | ||
| 11) | Strategic management and integration: integrated sponsorships role in marketing | ||
| 12) | Rights exploitation issues in sponsoship | ||
| 13) | Evaluation of sponsorship campaigns | ||
| 14) | Sponsorship case examples | ||
| Course Notes: | |
| References: | Sponsorship: for a return on investment – Guy Masterman |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 10 | % 10 |
| 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 | % 30 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 60 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 14 | 42 | |
| Laboratory | |||
| Application | |||
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | |||
| Presentations / Seminar | |||
| Project | |||
| Homework Assignments | |||
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | 6 | 16 | |
| Paper Submission | |||
| Jury | |||
| Final | 6 | 18 | |
| Total Workload | 76 | ||
| 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. |