Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MANAGEMENT of STRATEGIC PUBLIC RELATIONS | - | Spring Semester | 3+0 | 3 | 6 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Dr. Şifa ELCİL |
| Aim | Fulfilling an accumulation of knowledge related to the function of strategic management process in public relations, strategic management activities and formation of the idea of strategic management. |
| Course Content | This course contains; Vision, mission and strategy concepts ,Strategic management process. ,The phase of case analysis ,The step for the determination and development of strategies ,Strategic analysis in public relations ,Analysis of organization, financial structure, human resources and marketing factors. ,Economic, technological, political, socio-cultural environments and competition analysis,Mid-term. Analysis of natural environment factors ,SWOT,PESTCOM and PEST analyses ,Campaign strategy in public relations ,Communication strategy ,Execution areas of public relations. ,Risk and event management. ,Techniques used for measuring the results of public relations activities . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1 Determines complex communication problems. 2 Analyses strategic management processes. 3 Analyses a case. 4 Develops solution proposal based on researches and facts. | 10, 12, 13, 14, 16, 19, 20, 9 | A, D, E |
| Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 20: Reverse Brainstorming Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Vision, mission and strategy concepts | |
| 2 | Strategic management process. | |
| 3 | The phase of case analysis | |
| 4 | The step for the determination and development of strategies | |
| 5 | Strategic analysis in public relations | |
| 6 | Analysis of organization, financial structure, human resources and marketing factors. | |
| 7 | Economic, technological, political, socio-cultural environments and competition analysis | |
| 8 | Mid-term. Analysis of natural environment factors | |
| 9 | SWOT,PESTCOM and PEST analyses | |
| 10 | Campaign strategy in public relations | |
| 11 | Communication strategy | |
| 12 | Execution areas of public relations. | |
| 13 | Risk and event management. | |
| 14 | Techniques used for measuring the results of public relations activities |
| Resources |
| 1-Ahmet Bülent Göksel, Stratejik Halkla İlişkiler Yönetimi, Nobel yayıncılık, Eylül, 2010 2-Salim Kadıbeşegil, Şimdi Stratejik İletişim Zamanı, Mediacat, Şubat, 2009 3-Ayla Okay/Aydemir Okay, Halkla İlişkiler Kavram, Strateji ve Uygulamaları, Der Yayınları, İstanbul, 2011 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | ||||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | ||||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | ||||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 16 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | X | |||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | X | |||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 15 | 5 | 75 | |||
| Resolution of Homework Problems and Submission as a Report | 6 | 7 | 42 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 10 | 10 | |||
| General Exam | 1 | 11 | 11 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 180 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(180/30) | 6 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MANAGEMENT of STRATEGIC PUBLIC RELATIONS | - | Spring Semester | 3+0 | 3 | 6 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Dr. Şifa ELCİL |
| Aim | Fulfilling an accumulation of knowledge related to the function of strategic management process in public relations, strategic management activities and formation of the idea of strategic management. |
| Course Content | This course contains; Vision, mission and strategy concepts ,Strategic management process. ,The phase of case analysis ,The step for the determination and development of strategies ,Strategic analysis in public relations ,Analysis of organization, financial structure, human resources and marketing factors. ,Economic, technological, political, socio-cultural environments and competition analysis,Mid-term. Analysis of natural environment factors ,SWOT,PESTCOM and PEST analyses ,Campaign strategy in public relations ,Communication strategy ,Execution areas of public relations. ,Risk and event management. ,Techniques used for measuring the results of public relations activities . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1 Determines complex communication problems. 2 Analyses strategic management processes. 3 Analyses a case. 4 Develops solution proposal based on researches and facts. | 10, 12, 13, 14, 16, 19, 20, 9 | A, D, E |
| Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 20: Reverse Brainstorming Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Vision, mission and strategy concepts | |
| 2 | Strategic management process. | |
| 3 | The phase of case analysis | |
| 4 | The step for the determination and development of strategies | |
| 5 | Strategic analysis in public relations | |
| 6 | Analysis of organization, financial structure, human resources and marketing factors. | |
| 7 | Economic, technological, political, socio-cultural environments and competition analysis | |
| 8 | Mid-term. Analysis of natural environment factors | |
| 9 | SWOT,PESTCOM and PEST analyses | |
| 10 | Campaign strategy in public relations | |
| 11 | Communication strategy | |
| 12 | Execution areas of public relations. | |
| 13 | Risk and event management. | |
| 14 | Techniques used for measuring the results of public relations activities |
| Resources |
| 1-Ahmet Bülent Göksel, Stratejik Halkla İlişkiler Yönetimi, Nobel yayıncılık, Eylül, 2010 2-Salim Kadıbeşegil, Şimdi Stratejik İletişim Zamanı, Mediacat, Şubat, 2009 3-Ayla Okay/Aydemir Okay, Halkla İlişkiler Kavram, Strateji ve Uygulamaları, Der Yayınları, İstanbul, 2011 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | ||||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | ||||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | ||||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 16 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | X | |||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | X | |||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |