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  • Russian Language and Literature (ma)
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About the Course

Department Profile
Course unit title Level of course unit Course unit code Type of course unit Semester of course unit Local credit ECTS credit Syllabus
PUBLIC RELATIONS CAMPAIGNS Second cycle HİT 215 3 3.00 3.00 Print
   
Description of course unit
Prerequisites and course requisities None
Language of instruction Turkish
Coordinator Assoc. Prof. Mustafa CINGI
Lecturer(s) Assoc. Prof. Mustafa CINGI
Teaching assitant(s) None
Mode of delivery Conference
Course objective To gain how to compose a public relations campaign.
Course description Our main goal in this course is to learn how to create a communication campaign in general and a public relations campaign in particular. When we think of a public relations campaign, we think of Turkcell''''s Kardelen Ayşes project, but its scope is quite broad. From Sertab Erener''''s album promotion campaign to a political party''''s election campaign, we can think of it on a wide scale. In addition to conventional PR work, public relations campaigns can be made more delicious with the possibilities offered by new communication technologies and guerrilla work that makes you say wow. In this course, we will be talking about how to make unforgettable campaigns, I hope. In this course, we will learn how to collect data with various research techniques, to reveal the situation by making various analyzes with this data, to determine the strategies that will go to the purpose and goal, to design creative applications and how to reveal success.

Course contents
1 Explaining the contents of the lesson, recomended and required books and materials, introducing the campaign and the levels of a PR campaign
2 7P in marketing (Checks of the marketing process before starting the campaign)
3 Brief (Types of briefs, campaign brief, preparation and presentation of the brief)
4 Data collection methods and techniques (Qualitative, quantitative, and mixed method research designs)
5 Market analysis (What’s happening in the market? PRESTCOM analysis and Porter''''''''s 5 forces model)
6 Competitor analysis (Who are we competing with? "Direct competition," "marginal competition," and "share of life" competition)
7 SWOT analysis, TOWS model, purpose (our reason for existence)
8 Target audience and Marketing Communication Funnel (Segmentation models, demographic, psychographic, and behavioral models. Target audience selection based on the marketing communication funnel)
9 Strategy and Tactics (Communication strategy, message strategy)
10 Creative strategy (Concept determination, USP)
11 Event (Design of activities and activity schedule)
12 Media plan
13 Budgeting
14 Implementation phase [Measurement and evaluation models (Cutlip, Center & Broom, IPRA, Macnamara models)]
15 Measuring success (Field measurements for PR activities [output measurements])
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Learning outcomes of the course unit
1 Students will be able to compose a PR Campaign Project.
2 Students will be able to distinguish a PR Campaign and an Advertising Campaign
3 Students will be able to notice practice in PR Agencies
4 Students will be able to make some analysis
5 Students will be able to make a S.W.O.T. Analysis
6 Students will be able to prepare P.R.E.S.T.C.O.M. analysis, competitor analysis, risk analysis
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*Contribution level of the course unit to the key learning outcomes
1 Students are not only high self-confident about their subjects, but also active and competent at academic spheres, so they have practical and theoritical knowledge about Russian language and literature, its history and culture.
2 Students have theoritical and practical knowledge in order to qualify the categories of Russian literature with their characteristical features. So, they are able to explain and analyse the texts, which represent these categories, with their historical, social, cultural, economical and political backgrounds.
3 Students have current theoritical and practical knowledge in order to make translations from Russian to Turkish or from Turkish to Russian in different types of texts.
4 Student practically analyses literary and cultural texts related to their theories as part of interdisciplinary approach.
5 The students gain the ability of researching methods as an expert and to make academic publications in the field of literature and linguistics.
6 The students gain expert skills in a positive sense from intercultural differences and have the ability to compare Turkish and Russian cultures with extensive knowledge about the Russian culture as having.
7 The student is able to collect information and data individually and/or in groups about Russian language, literature and culture through up-to-date information technologies and research methods and techniques, and shares these in national and international educational and other professional environments.
8 Students have knowledge about Russian language, literature, history and culture to work in public-private sectors.
9 The students organise social, cultural and artistic activities which are necessary to be done in the fields of Russian culture, literature, language and history.
10 The student develops an unbiased, respectful and open attitude towards different languages, races, sexes, religions, and social classes.
11 Students are able to prepare and make visual or written presentations about Russian language and literature.
12 Students have theoritical and practical knowledge in order to qualify the categories of Russian literature with their characteristical features. So, they are able to explain and analyse the texts, which represent these categories, with their historical, social, cultural, economical and political backgrounds.
13 Students have current theoritical and practical knowledge in order to make translations from Russian to Turkish or from Turkish to Russian in different types of texts.
14 Student practically analyses literary and cultural texts related to their theories as part of interdisciplinary approach.
15 The student is able to do researches, becomes an expert in own field, solve problems with his/her critical, creative and analytical thinking skills and he can express himself at each subject. - The students gain expert skills in a positive sense from intercultural differences and have the ability to compare Turkish and Russian cultures with extensive knowledge about the Russian culture as having.
16 The student is able to collect information and data individually and/or in groups about Russian language, literature and culture through up-to-date information technologies and research methods and techniques, and shares these in national and international educational and other professional environments.
17 Students have knowledge about Russian language, literature, history and culture to work in public-private sectors.
18 The students organise social, cultural and artistic activities which are necessary to be done in the fields of Russian culture, literature, language and history.
19 The student develops an unbiased, respectful and open attitude towards different languages, races, sexes, religions, and social classes.
20 Students are able to prepare and make visual or written presentations about Russian language and literature.
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Number of stars refer to level of contribution from 1 (the least) to 5 (the most)

Planned learning activities, teaching methods and ECTS work load
  Quantity Time (hour) Quantity*Time (hour)
Lectures (face to face teaching) 15 2 30
Study hours out of classroom (study before and after the class) 10 2 20
Homework 2 4 8
Presentation / seminar 0 0 0
Quiz 0 0 0
Preparation for midterm exams 2 3 6
Midterm exams 1 1 1
Project (term paper) 0 0 0
Laboratuar 0 0 0
Field study 0 0 0
Preparation for final exam 2 5 10
Final exam 1 1 1
Research 0 0 0
Total work load     76
ECTS     3.00

Assessment methods and criteria
Evaluation during semester Quantity Percentage
Midterm exam 1 40
Quiz 0 0
Homework 0 0
Semester total   40
Contribution ratio of evaluation during semester to success   40
Contribution ratio of final exam to success   60
General total   100

Recommended and required reading
Textbook Stratejik İletişim Yönetimi; Yrd. Doç. Dr. İnci ÇINARLI; Beta Yayınları; 2009 Teorik ve Uygulamalı Halkla İlişkiler Kampanyaları; Ceyda AYDEDE; MediaCat Kitapları; 2002 Stratejik Halkla İlişkiler Yönetimi; Ahmet Bülend GÖKSEL; Nobel Yayınları; 2010
Additional references Değerli Dostum, Betül Mardin, Kendi Yayını Medya ve Halkla İlişkiler, Ceyda Aydede, Rota Yayınları Etkinlik Yönetimi, Aylin Pira, MediaCat Yayınları Algılama Yönetimi, Ali Saydan, Rota Yayınları Tüketici Davranışı, Yavuz Odabaşı, MediaCat Yayınları Reklam ve Halkla İlişkilerde Hedef Kitle; Füsun KOCABAŞ, Müge ELDEN; Nilay YURDAKUL; İletişim Yayınları İtibar Yönetimi, Salim Kadıbeşegil, MediaCat Yayınları Pazarlamanın ve İletişimin Yeni Kuralları, David Meerman Scott, MediaCat Yayınları Konumlandırma Stratejileri; Jack TROUT; Optimist Yayınları

Files related to the course unit