| 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 |
| ADV1621 | Business Strategy and Economics | 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: | Must Course |
| Course Level: | Bachelor |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Instructor HAKKI PINAR KILIÇ |
| Course Lecturer(s): |
Instructor HAKKI PINAR KILIÇ |
| Course Objectives: | This course is intended to familiarize the students with the basic ground rules of the business life and economics. Basic emphasis will be given how a company works and how a company reaches its goals. Also it will include how a strategy of a company is formed, how a company is positioned in its environment and how the demand is analyzed. This course will contribute students to evaluate basic market structures, supply and demand, production process, input markets, decisions about market power, and market failure in capitalist economies. It is also aimed to establish a basic level of economics knowledge to understand the basic tools of micro and macroeconomic analysis and the behavior of households, firms and government by applying them. |
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The students who have succeeded in this course; At the end of this course you will be able to: 1. To analyze customers, markets, competitors, environment, and internal 2. To create advantage 3. To develop value propositions 4. To grow the business 5. To create strategy in tough times 6. Using internet to engage customers 7. To familiarize with the basic economic concepts |
| This course includes topics of supply and demand analysis, customer, competitor and market analysis and related business strategies. |
| Week | Subject | Related Preparation | |
| 1) | Introduction | ||
| 2) | Basic economy | ||
| 3) | Basic economy 2 | ||
| 4) | Customer analysis | ||
| 5) | Competitive analysis | ||
| 6) | Market and submarket analysis | ||
| 7) | Environmental Analysis and Strategic Uncertainty | ||
| 8) | Midterm | ||
| 9) | Creating Advantage and Synergy | ||
| 10) | Alternative Value Propositions | ||
| 11) | Building and Managing Brand Equity | ||
| 12) | Energizing the Business Leveraging the Business Creating New Business | ||
| 13) | Global Strategies Setting Priorities for Business and Brands | ||
| 14) | Review | ||
| Course Notes: | |
| References: | 1. Strategic Market Management, Global Perspectives David Aaker, Damien McLoughlin John Wiley & Sons |
| 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 | 2 | % 20 |
| Seminar | % 0 | |
| Midterms | 1 | % 30 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 50 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 30 | |
| PERCENTAGE OF FINAL WORK | % 70 | |
| Total | % 100 | |
| 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 | 5 | 65 |
| Presentations / Seminar | 0 | 0 | 0 |
| Project | 2 | 8 | 16 |
| 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 | 128 | ||
| 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 | 3 |
| 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 |
| 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. | 3 |
| 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. | 1 |
| 5) | To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices. | 2 |
| 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. | 2 |
| 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. | 2 |
| 8) | To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices. | 3 |
| 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. | 2 |
| 10) | To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool. | 3 |
| 11) | To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations. | 3 |
| 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. | 2 |
| 13) | To be able to explain and describe business marketing activities, economics, business law and global business practices. | 5 |
| 14) | To be able to recognize national and international, social and cultural dimensions of public relations. | 2 |