ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
| Public Relations and Advertising | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
General course introduction information
| Course Code: | HRE201 | ||||||||
| Course Name: | Marketing Communications | ||||||||
| Course Semester: | Spring | ||||||||
| Course Credits: |
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| Language of instruction: | TR | ||||||||
| Course Requisites: | |||||||||
| Does the Course Require Work Experience?: | No | ||||||||
| Type of course: | University Elective | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Course Coordinator : | Assoc. Prof. ZEYNEP GENEL | ||||||||
| Course Lecturer(s): |
Assoc. Prof. NEZAHAT HANZADE URALMAN Assoc. Prof. ZEYNEP GENEL |
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| Course Assistants: |
Course Objective and Content
| Course Objectives: | The purpose of this course is to develop understanding on the history of marketing concept, the transformation of marketing strategies and implications, and new concepts and practices of marketing communication emerged with the new media channels. |
| Course Content: | Examining different approaches to marketing mix; Explanation of marketing's relation with technology; Discussion of the final project; Explanation of database marketing; Identification of the ways in which businesses useful the Internet; Definition of social media marketing; Examining the factors that should be considered in the planning of marketing studies on social media; Explain the benefits of the use of databases and data for marketing purposes to businesses; Identification of blog application and blog types; Definition of microblog; Identification of media sharing sites in terms of brand awareness; Definition of mobile marketing concept; Explaining new marketing schemes enabled by mobile technologies; Explanation of social marketing; Identification of green marketing; Definition of guerrilla marketing; Identification of interactive marketing; Definition from mouth to mouth marketing concept; |
Learning Outcomes
The students who have succeeded in this course;
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Lesson Plan
| Week | Subject | Related Preparation |
| 1) | • Below the course content. • Explains the concept of marketing and its components. • Explain consumer-centered marketing mix approaches. • Explains the understanding of production, product and sales in marketing. • Opens an integrated marketing approach. | The course content and the review of the book |
| 2) | • Lists information technologies used in the development of marketing. • Explains the changes created by information technologies in the development of marketing. • Explains new marketing approaches emerging with information technologies. • Defines new applications emerging with information technologies. • Compares modern marketing and traditional marketing. | Initiation of final project work Reading related lecture notes |
| 3) | • Describes the effects of developments in information technologies on marketing. • Describes and plans marketing methods on the internet. • Evaluates the effective use of databases in marketing. • Explains the ways of developing databases based strategy in marketing. • Explain the importance of using databases in terms of competition. | Initiation of final project work Reading related lecture notes |
| 4) | • Explains the contributions of the internet environment for effective brand communication. • Explains and compares marketing with web 1.0 size and web 2.0 size. • Evaluates the change in consumer behavior that occurs with Web 2.0. • Defines the tools and platforms of the Web 2.0 environment in terms of their features. • Evaluates the tools and platforms of the Web 2.0 environment in terms of affecting consumer behavior. | Continuation of final project work Evaluation of samples Reading related lecture notes |
| 5) | • Explain social media marketing. • Plans methods in social media marketing. • Develops strategy for social media marketing. • Describes the application methods of emerging methods with social media marketing. • Evaluates social media marketing activities. | Continuation of final project work Reading related lecture notes |
| 6) | • Describes marketing activities in popular social media tools. • Evaluates marketing activities in social media tools. • Explain how to use social networks in marketing effectively. • Evaluates corporate practices in social networks in terms of their effects on marketing. • Explains planning product oriented and institutional oriented branding studies on social media. | Continuation of final project work Reading related lecture notes |
| 7) | • MIDTERM • Explain the benefits of using databases and data for marketing purposes to businesses. • Defines the communicative features of social media in terms of marketing. • Evaluates a transformation in marketing methods, with consumers shifting to social networks and less reliance on traditional channels. • Defines the difference of social media marketing from traditional marketing. | Continuation of final project work Reading related lecture notes |
| 8) | • Explains the place of blogs in marketing communication. • Explains blog types. • Explains the main features and benefits of blogs for blog owners. • Explains the ways organizations are communicating with blog owners. • Describes the ways of using corporate blogs for marketing and public relations. | Continuation of final project work Reading related lecture notes |
| 9) | • Defines the microblog. • Explains the place and function of microblogs in marketing communication. • Describes the benefit of institutions without microblogging. • Analyze the relationship between microblogging and consumer behavior. • Explains how to use microblogs to form a marketing strategy. | Continuation of final project work Reading related lecture notes |
| 10) | • Explains the marketing purposes of "YouTube" and "Flickr" media sharing sites. • Explains the purpose and methods of using podcasts in marketing. • Explain the marketing methods of podcasts. • Explains podcast usage ways in B2B communication. • Explains the various uses of podcasts. | Continuation of final project work Reading related lecture notes |
| 11) | • Explains the concept of mobile marketing. • Explain mobile marketing strategies. • Describes the development process of mobile marketing in the world. Lists the objectives of mobile marketing. • Describes new marketing fictions born with mobile technologies. | Continuation of final project work Writing an essay on the issues raised in the classroom |
| 12) | • MIDTERM EXAM 2 • Explains the purpose and methods of using blogs in marketing communication. • Explains the purpose and method of using microblogs in marketing communication. • Explains the purpose and method of use of media sharing sites in marketing communication. • Evaluates mobile marketing strategies. | Investigate case studies with related topics to discuss the class. |
| 13) | • Defines the concept of social marketing. • Defines green marketing. • Explains communication practices for green marketing. • Defines guerrilla marketing. • Explains the communication methods used in guerrilla marketing. | Evaluation of samples. Classroom discussion. |
| 14) | • Explain the concept of interactive marketing. • Describes the applications within the scope of interactive marketing. • Explain the concept of word of mouth marketing. • Explains word of mouth marketing practices. • Compares current marketing trends. | Evaluation of samples. Classroom discussion. |
| 15) | • Final Project. • Final Presentation. • Describes the communication practices carried out under various marketing trends. • Evaluates the effects of communication practices carried out under various marketing trends. • Compares marketing trends. | Student presentations Examination and evaluation of samples Classroom discussion. |
| 16) | End of semester | End of semester |
Sources
| Course Notes / Textbooks: | Yeni Pazarlama Trendleri 2010 Mediacat Yayıncılık |
| References: | Marka Mitolojisi: Ağızdan Ağıza Reklam, Yeni Pazarlama Trendleri A. Baysal 2010 I MediaCat Yayınları |
Course-Program Learning Outcome Relationship
| Learning Outcomes | 1 |
2 |
3 |
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|---|---|---|---|---|---|
| Program Outcomes | |||||
| 1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising, | |||||
| 2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels | |||||
| 3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques, | |||||
| 4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising, | |||||
| 5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies, | |||||
| 6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising. | |||||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising, | |
| 2) | 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels | |
| 3) | 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques, | |
| 4) | 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising, | |
| 5) | 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies, | |
| 6) | 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising. |
Learning Activity and Teaching Methods
| Expression | |
| Individual study and homework | |
| Lesson | |
| Reading | |
| Homework |
Assessment & Grading Methods and Criteria
| Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
| Presentation | |
| Case study presentation |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Application | 1 | % 0 |
| Presentation | 1 | % 10 |
| Midterms | 1 | % 30 |
| Final | 1 | % 50 |
| Paper Submission | 1 | % 10 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| total | % 100 | |
Workload and ECTS Credit Grading
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 1 | 50 | 50 |
| Field Work | 1 | 10 | 10 |
| Presentations / Seminar | 1 | 1 | 1 |
| Project | 1 | 50 | 50 |
| Homework Assignments | 1 | 50 | 50 |
| Quizzes | 1 | 10 | 10 |
| Midterms | 1 | 1 | 1 |
| Paper Submission | 1 | 30 | 30 |
| Final | 1 | 1 | 1 |
| Total Workload | 203 | ||