| Economics and Finance(English) | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | YMI274 | ||||||||
| Course Name: | Yeni Medya ve Kurumsal İletişim | ||||||||
| 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 : | Dr.Öğr.Üyesi SEMRA GEÇKİN ONAT | ||||||||
| Course Lecturer(s): |
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| Course Assistants: |
| Course Objectives: | Corporate Communication is a very important communication method in the context of understanding, making sense and guiding individuals. This course is to provide an understanding of the transformation of advertising and public relations, newspapers, television, social media platforms, such as digital media. |
| Course Content: | Corporate Communication and New Media Environment Transformation in Public Relations and Advertising Marketing Communication: Mass Production and Brands Marketing Communication: Arrival of Traditional Media Dual Product Nature of Media Content Advertising Decision Making and Advertising Flexibility of the Product Use of Audience Measurements and Media Plan The Coming of the Internet and the Characteristics of the Network Economy Digitalisation in Marketing Communication: Search Engine Advertising Web Advertising Traveller (Mobile) Ads Social Media and Marketing Communications: Facebook Transformation of Journalism and the Effects of Corporate Communication Transformation of Public Relations and New Media |
The students who have succeeded in this course;
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| Week | Subject | Related Preparation |
| 1) | Introduction An overview of the Corporate Communication course | |
| 2) | Basic concepts of communication and communication, communication from past to present, the functioning of the communication process, effective communication, types of communication Case study | |
| 3) | Corporate Communication functions and Network Models Corporate Communication and Transformation, New Media Public Relations Marketing Communication: Concepts and definitions on advertising. | |
| 4) | Written Communication in Institutions, correspondence types, forms, business letters and types, barriers to corporate communication Examples of correspondence | |
| 5) | Strategic communication and its management: the process of strategic communication, the relationship of strategy to specific concepts: strategy and policy, tactics, and plan, differences between traditional and strategic communication models Case studies | |
| 6) | Corporate Communication and Public Relations and New Media: what to pay attention to in online content, what to do, what not to do, public relations and convergence | |
| 7) | midterm exam | |
| 8) | Evaluation of midterm questions, Transformation of newspapers and corporate communication: business model of traditional journalism, new threats, transition from traditional to digital, digital native newspapers, management and revenue models in digital natives. Case study | |
| 9) | Digitalisation of marketing communications: search engine advertising, web advertising, mobile advertising Case studies | |
| 10) | Screens and marketing communications: the transformation of television and video: understanding the ratings of traditional media, the audience commodity, Television Audience Measurement in Turkey Case studies | |
| 11) | Social Media Management in Corporate Communication: social media tools: blog types, economic book, forum, content sharing tools, location-based applications, micro blog, podcast, online brand communities | |
| 12) | Corporate Blog Types in social media; in-house blog, project blog, employee blogs, CEO Blog / Executive Blog, | |
| 13) | Presentations Corporate Blog usage in Turkey and in the world and corporate blog examples presentations | |
| 14) | Presentations Corporate Blog usage in Turkey and in the world and corporate blog examples presentations Final Presentations | |
| 15) | Making presentations, Term evaluation |
| Course Notes / Textbooks: | Yeni medya: İnternet tabanlı, dijital, etkileşimli, katılımcı medya türüdür. Geleneksel medya ile farkları: Tek yönlü vs. çift yönlü iletişim, hız, içerik üretim şekli. Örnekler: Sosyal medya, bloglar, podcast’ler, dijital gazeteler, YouTube, TikTok. Kurumsal İletişim Nedir? Kurumların iç ve dış paydaşlarla stratejik iletişim sürecidir. Amaç: Kurumun imajını, itibarını ve ilişkilerini yönetmek. Alt başlıklar: Kurumsal kimlik, itibar yönetimi, kurumsal sosyal sorumluluk, kriz iletişimi. Yeni Medyada Kurumsal İletişim Stratejileri Dijital PR, içerik pazarlaması, sosyal medya yönetimi. Influencer iş birlikleri, dijital kampanyalar. Marka sadakati ve dijital topluluk oluşturma. Sosyal Medya ve Kurumlar Sosyal medya platformlarının (Instagram, Twitter/X, LinkedIn) kurumsal kullanımı. Kriz durumlarında sosyal medya yönetimi. Sosyal medya analitiği ve performans ölçümü. Dijital İçerik Üretimi Hedef kitleye göre içerik oluşturma. Görsel, video ve metin içerik türleri. Kurumsal hikâye anlatımı (storytelling). Kurumsal Web Siteleri ve Bloglar Kurumun dijital vitrini olarak web sitesi. SEO ve içerik yönetimi. Blog kullanımı ile uzmanlık ve güven oluşturma. Online İtibar ve Algı Yönetimi Arama motoru sonuçları ve sosyal medya yorumları. Dijital iz ve kriz önleme. Online şeffaflık ve güven oluşturma. Yeni Medya Etiği ve Hukuku Telif hakları, kişisel verilerin korunması (KVKK). Dijital ortamda etik paylaşım. Reklam ve tanıtım kuralları (sponsorlu içerik bildirimi vs.). Dijital Kriz İletişimi Kriz türleri ve dijital ortamda kriz yönetimi. Anında müdahale, özür metinleri, kamuoyu yönetimi. Örnek olay analizleri. Geleceğin Medyası ve Kurumsal Trendler Yapay zeka, artırılmış gerçeklik (AR), metaverse. |
| References: | Doç.dr. Aydın YILMAZER, Görsel Boyutlarıyla Kurumsal İletişim ve Stratejik İetişim Yönetimi, Seçkin yayınları Haluk Geray, Medyanın Yeni Ekonomisinde Kurumsal İletişim, Ütopya yayınları Korhan MANVACIOĞLU, Kurumsal İletişimde Sosyal Medya Yönetimi, Beta Yayınları |
| Learning Outcomes | 1 |
1 |
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| Program Outcomes | ||||||||
| 1) Explain the advances in the area of economics and finance within the framework of scientific methodology, theories and models. | ||||||||
| 2) Employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions. | ||||||||
| 3) Explain the evolution of financial markets and institutions in a historical context and define how they operate. | ||||||||
| 4) Recognise the basic principles and regulations in the financial sector. | ||||||||
| 5) Discover and create entrepreneurial opportunities to successfully establish and develop their own ventures. | ||||||||
| 6) Recognise, interpret and discuss the current economic issues both at the national and global levels. | ||||||||
| 7) Have the English proficiency in following and interpreting the developments in the areas of economics and finance and in conducting written and oral communication. | ||||||||
| 8) Express the role of international capital markets in the global economy; accordingly define the concept of risk in terms of measurement and management. | ||||||||
| 9) Identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society. | ||||||||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Explain the advances in the area of economics and finance within the framework of scientific methodology, theories and models. | |
| 2) | Employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions. | |
| 3) | Explain the evolution of financial markets and institutions in a historical context and define how they operate. | |
| 4) | Recognise the basic principles and regulations in the financial sector. | |
| 5) | Discover and create entrepreneurial opportunities to successfully establish and develop their own ventures. | |
| 6) | Recognise, interpret and discuss the current economic issues both at the national and global levels. | |
| 7) | Have the English proficiency in following and interpreting the developments in the areas of economics and finance and in conducting written and oral communication. | |
| 8) | Express the role of international capital markets in the global economy; accordingly define the concept of risk in terms of measurement and management. | |
| 9) | Identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society. |
| Peer Review | |
| Expression | |
| Brainstorming/ Six tihnking hats | |
| Individual study and homework | |
| Lesson | |
| Group study and homework | |
| Project preparation | |
| Q&A / Discussion | |
| Case Study |
| Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
| Homework | |
| Presentation | |
| Case study presentation |
| Semester Requirements | Number of Activities | Level of Contribution |
| Midterms | 1 | % 40 |
| Final | 1 | % 60 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 20 | 4 | 80 |
| Homework Assignments | 2 | 10 | 20 |
| Midterms | 1 | 2 | 2 |
| Final | 1 | 2 | 2 |
| Total Workload | 146 | ||