Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| AGENCY MANAGEMENT | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Lect.Dr. Koktay Irmak KÖSEOĞLU |
| Assistant(s) | |
| Aim | The aim of this course is to provide the student with a detailed knowledge of communication agency management. |
| Course Content | This course contains; Introduction and course overview ,Agency structure ,Finding clients ,Before, During and After Meetings ,Crisis Communication and Media Relations,Guest speaker ,Social media for clients,Building, managing and sustaining brands,Building, managing and sustaining brands ,Jobs in advertising ,Managing an advertising agency,Student presentations,Student presentations ,Student presentations . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Have knowledge about agency management. .2. Understands how agencies work.3. Learns the creative and intellectual process in agencies. 4. Have knowledge about crisis communication and media relations. 5. Learns the agency structure. | 10, 13, 16, 9 | A, F |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction and course overview | |
| 2 | Agency structure | |
| 3 | Finding clients | The PR Agency Handbook Chapter 2 Ogilvy on Advertising Chapter 5 |
| 4 | Before, During and After Meetings | The PR Agency Handbook Chapter 4 |
| 5 | Crisis Communication and Media Relations | The PR Agency Handbook Chapter 5 |
| 6 | Guest speaker | |
| 7 | Social media for clients | The PR Agency Handbook Chapter 6 |
| 8 | Building, managing and sustaining brands | The Pr Agency Handbook Chapter 8 |
| 9 | Building, managing and sustaining brands | The PR Agency Handbook Chapter 8 |
| 10 | Jobs in advertising | Ogilvy on Advertising Chapter 3 |
| 11 | Managing an advertising agency | Ogilvy on Advertising Chapter 4 |
| 12 | Student presentations | Role playing. A day in an agency… |
| 13 | Student presentations | Role playing. A day in an agency… |
| 14 | Student presentations | Role playing. A day in an agency… |
| Resources |
| 1. The PR Agency Handbook, Regina M. Luttrell, Luke W. Capizzo 2. Ogilvy on Advertising, David Ogilvy |
| articles |
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 of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | ||||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 3 | 14 | 42 | |||
| Guided Problem Solving | 3 | 10 | 30 | |||
| Resolution of Homework Problems and Submission as a Report | 1 | 10 | 10 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 10 | 10 | |||
| Quiz | 1 | 15 | 15 | |||
| Midterm Exam | 1 | 12 | 12 | |||
| General Exam | 1 | 24 | 24 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 143 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(143/30) | 5 | |||||
| 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 |
|---|---|---|---|---|---|
| AGENCY MANAGEMENT | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Lect.Dr. Koktay Irmak KÖSEOĞLU |
| Assistant(s) | |
| Aim | The aim of this course is to provide the student with a detailed knowledge of communication agency management. |
| Course Content | This course contains; Introduction and course overview ,Agency structure ,Finding clients ,Before, During and After Meetings ,Crisis Communication and Media Relations,Guest speaker ,Social media for clients,Building, managing and sustaining brands,Building, managing and sustaining brands ,Jobs in advertising ,Managing an advertising agency,Student presentations,Student presentations ,Student presentations . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Have knowledge about agency management. .2. Understands how agencies work.3. Learns the creative and intellectual process in agencies. 4. Have knowledge about crisis communication and media relations. 5. Learns the agency structure. | 10, 13, 16, 9 | A, F |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction and course overview | |
| 2 | Agency structure | |
| 3 | Finding clients | The PR Agency Handbook Chapter 2 Ogilvy on Advertising Chapter 5 |
| 4 | Before, During and After Meetings | The PR Agency Handbook Chapter 4 |
| 5 | Crisis Communication and Media Relations | The PR Agency Handbook Chapter 5 |
| 6 | Guest speaker | |
| 7 | Social media for clients | The PR Agency Handbook Chapter 6 |
| 8 | Building, managing and sustaining brands | The Pr Agency Handbook Chapter 8 |
| 9 | Building, managing and sustaining brands | The PR Agency Handbook Chapter 8 |
| 10 | Jobs in advertising | Ogilvy on Advertising Chapter 3 |
| 11 | Managing an advertising agency | Ogilvy on Advertising Chapter 4 |
| 12 | Student presentations | Role playing. A day in an agency… |
| 13 | Student presentations | Role playing. A day in an agency… |
| 14 | Student presentations | Role playing. A day in an agency… |
| Resources |
| 1. The PR Agency Handbook, Regina M. Luttrell, Luke W. Capizzo 2. Ogilvy on Advertising, David Ogilvy |
| articles |
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 of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | ||||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |