Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| PUBLIC RELATIONS and ADVER. PRAC. in NEW MEDIA | - | Fall Semester | 1+2 | 2 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Asena TEMELLİ COŞGUN |
| Name of Lecturer(s) | Assoc.Prof. Korhan MAVNACIOĞLU |
| Assistant(s) | |
| Aim | The aim of the course is to provide detailed information about new media in order to use new media effectively in marketing communication projects. |
| Course Content | This course contains; New Media Concept and Scope, Features of New Media,The Nature and Characteristics of New Media,The Definition, Nature, and Position of Public Relations: Literature-Related Evaluations - Classical Public Relations Applications,The Social Media Platforms and Their Usage,Social Media Platforms and Content Creation, Storytelling: Brand Archetypes,In New Media, Public Relations Applications: Corporate Social Responsibility and Sponsorship,Public Relations Applications in New Media: Reputation Management and Crisis Management,The Preparation of Information and Presentation Lists for a Project Assignment on Public Relations Applications in New Media,Student Presentations on Public Relations Applications in New Media - Case Studies,Student Presentations on Public Relations Applications in New Media - Case Studies,Student Presentations on Public Relations Applications in New Media - Case Studies,Student Presentations on Public Relations Applications in New Media - Case Studies,Student Presentations on Public Relations Applications in New Media - Case Studies,Case Study Analyses and Overall Evaluation. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Explain the functions of new media platforms. | 9 | A |
| 2. Design new media-oriented public relations and advertising projects. | 13, 5, 9 | F |
| 3. Organize content production and management for the new media. | 13, 5, 9 | F |
| 4. Provide communication with target groups via new media. | 13, 5, 9 | F |
| Teaching Methods: | 13: Case Study Method, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | New Media Concept and Scope, Features of New Media | Reading relevant documents/lecture notes |
| 2 | The Nature and Characteristics of New Media | Reading relevant documents/lecture notes |
| 3 | The Definition, Nature, and Position of Public Relations: Literature-Related Evaluations - Classical Public Relations Applications | Reading relevant documents/lecture notes |
| 4 | The Social Media Platforms and Their Usage | Gary Vaynerchuck- Rakibini Yere Ser: Sosyal Medya Çağında Hikaye Anlatmak Oğuzhan Saruhan-Sosyal Medya Canavarı Olmak İster Misin? |
| 5 | Social Media Platforms and Content Creation, Storytelling: Brand Archetypes | Gary Vaynerchuck- Rakibini Yere Ser: Sosyal Medya Çağında Hikaye Anlatmak Oğuzhan Saruhan-Sosyal Medya Canavarı Olmak İster Misin? Reading relevant documents/lecture notes |
| 6 | In New Media, Public Relations Applications: Corporate Social Responsibility and Sponsorship | Aybike Özel-Nuray Sert Dijital Halkla İlişkiler Dijital Dünyada Halkla İlişkiler Nural İmik Tanyıldızı Reading relevant documents/lecture notes |
| 7 | Public Relations Applications in New Media: Reputation Management and Crisis Management | Murat Koçyiğit Dijital Halkla İlişkiler ve Online Kurumsal İtibar Yönetimi Aybike Özel-Nuray Sert Dijital Halkla İlişkiler Dijital Dünyada Halkla İlişkiler Nural İmik Tanyıldızı Reading relevant documents/lecture notes |
| 8 | The Preparation of Information and Presentation Lists for a Project Assignment on Public Relations Applications in New Media | Reading relevant documents/lecture notes |
| 9 | Student Presentations on Public Relations Applications in New Media - Case Studies | The review of the relevant document/lecture notes |
| 10 | Student Presentations on Public Relations Applications in New Media - Case Studies | The review of the relevant document/lecture notes |
| 11 | Student Presentations on Public Relations Applications in New Media - Case Studies | The review of the relevant document/lecture notes |
| 12 | Student Presentations on Public Relations Applications in New Media - Case Studies | The review of the relevant document/lecture notes |
| 13 | Student Presentations on Public Relations Applications in New Media - Case Studies | The review of the relevant document/lecture notes |
| 14 | Case Study Analyses and Overall Evaluation |
| Resources |
| Guy Kawasaki Sosyal Medya Sanatı Aybike Özel-Nuray Sert Dijital Halkla İlişkiler Murat Koçyiğit Dijital Halkla İlişkiler ve Online Kurumsal İtibar Yönetimi Gary Vaynerchuck- Rakibini Yere Ser: Sosyal Medya Çağında Hikaye Anlatmak. Oğuzhan Saruhan-Sosyal Medya Canavarı Olmak İster Misin? Ders Makaleleri Önerilen Tez Çalışmaları Öğretim Elemanının Notları |
| 1. Dijital Çağda İçerik Yönetiminin Kuralları, Ann Handley ve C. C. Chapman, Mediacat Yayınları, İstanbul, 2012. 2. Dijital Çağda Pazarlama ve Halkla İlişkiler The Business of Influence, THY Yayınları, İstanbul, 2011. 3. Sosyal Medya Pazarlama, İbrahim Kırcova, Ebru Enginkaya, Beta Yayınları, İstanbul, 2015. |
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 Public Relations and 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 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | ||||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | ||||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 14 | Performs the measurement and evaluation of 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. | ||||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | X | |||||
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 | 14 | 3 | 42 | |||
| Guided Problem Solving | 6 | 1 | 6 | |||
| Resolution of Homework Problems and Submission as a Report | 0 | 0 | 0 | |||
| Term Project | 2 | 10 | 20 | |||
| Presentation of Project / Seminar | 1 | 30 | 30 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 15 | 15 | |||
| General Exam | 1 | 30 | 30 | |||
| 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 |
|---|---|---|---|---|---|
| PUBLIC RELATIONS and ADVER. PRAC. in NEW MEDIA | - | Fall Semester | 1+2 | 2 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Asena TEMELLİ COŞGUN |
| Name of Lecturer(s) | Assoc.Prof. Korhan MAVNACIOĞLU |
| Assistant(s) | |
| Aim | The aim of the course is to provide detailed information about new media in order to use new media effectively in marketing communication projects. |
| Course Content | This course contains; New Media Concept and Scope, Features of New Media,The Nature and Characteristics of New Media,The Definition, Nature, and Position of Public Relations: Literature-Related Evaluations - Classical Public Relations Applications,The Social Media Platforms and Their Usage,Social Media Platforms and Content Creation, Storytelling: Brand Archetypes,In New Media, Public Relations Applications: Corporate Social Responsibility and Sponsorship,Public Relations Applications in New Media: Reputation Management and Crisis Management,The Preparation of Information and Presentation Lists for a Project Assignment on Public Relations Applications in New Media,Student Presentations on Public Relations Applications in New Media - Case Studies,Student Presentations on Public Relations Applications in New Media - Case Studies,Student Presentations on Public Relations Applications in New Media - Case Studies,Student Presentations on Public Relations Applications in New Media - Case Studies,Student Presentations on Public Relations Applications in New Media - Case Studies,Case Study Analyses and Overall Evaluation. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Explain the functions of new media platforms. | 9 | A |
| 2. Design new media-oriented public relations and advertising projects. | 13, 5, 9 | F |
| 3. Organize content production and management for the new media. | 13, 5, 9 | F |
| 4. Provide communication with target groups via new media. | 13, 5, 9 | F |
| Teaching Methods: | 13: Case Study Method, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | New Media Concept and Scope, Features of New Media | Reading relevant documents/lecture notes |
| 2 | The Nature and Characteristics of New Media | Reading relevant documents/lecture notes |
| 3 | The Definition, Nature, and Position of Public Relations: Literature-Related Evaluations - Classical Public Relations Applications | Reading relevant documents/lecture notes |
| 4 | The Social Media Platforms and Their Usage | Gary Vaynerchuck- Rakibini Yere Ser: Sosyal Medya Çağında Hikaye Anlatmak Oğuzhan Saruhan-Sosyal Medya Canavarı Olmak İster Misin? |
| 5 | Social Media Platforms and Content Creation, Storytelling: Brand Archetypes | Gary Vaynerchuck- Rakibini Yere Ser: Sosyal Medya Çağında Hikaye Anlatmak Oğuzhan Saruhan-Sosyal Medya Canavarı Olmak İster Misin? Reading relevant documents/lecture notes |
| 6 | In New Media, Public Relations Applications: Corporate Social Responsibility and Sponsorship | Aybike Özel-Nuray Sert Dijital Halkla İlişkiler Dijital Dünyada Halkla İlişkiler Nural İmik Tanyıldızı Reading relevant documents/lecture notes |
| 7 | Public Relations Applications in New Media: Reputation Management and Crisis Management | Murat Koçyiğit Dijital Halkla İlişkiler ve Online Kurumsal İtibar Yönetimi Aybike Özel-Nuray Sert Dijital Halkla İlişkiler Dijital Dünyada Halkla İlişkiler Nural İmik Tanyıldızı Reading relevant documents/lecture notes |
| 8 | The Preparation of Information and Presentation Lists for a Project Assignment on Public Relations Applications in New Media | Reading relevant documents/lecture notes |
| 9 | Student Presentations on Public Relations Applications in New Media - Case Studies | The review of the relevant document/lecture notes |
| 10 | Student Presentations on Public Relations Applications in New Media - Case Studies | The review of the relevant document/lecture notes |
| 11 | Student Presentations on Public Relations Applications in New Media - Case Studies | The review of the relevant document/lecture notes |
| 12 | Student Presentations on Public Relations Applications in New Media - Case Studies | The review of the relevant document/lecture notes |
| 13 | Student Presentations on Public Relations Applications in New Media - Case Studies | The review of the relevant document/lecture notes |
| 14 | Case Study Analyses and Overall Evaluation |
| Resources |
| Guy Kawasaki Sosyal Medya Sanatı Aybike Özel-Nuray Sert Dijital Halkla İlişkiler Murat Koçyiğit Dijital Halkla İlişkiler ve Online Kurumsal İtibar Yönetimi Gary Vaynerchuck- Rakibini Yere Ser: Sosyal Medya Çağında Hikaye Anlatmak. Oğuzhan Saruhan-Sosyal Medya Canavarı Olmak İster Misin? Ders Makaleleri Önerilen Tez Çalışmaları Öğretim Elemanının Notları |
| 1. Dijital Çağda İçerik Yönetiminin Kuralları, Ann Handley ve C. C. Chapman, Mediacat Yayınları, İstanbul, 2012. 2. Dijital Çağda Pazarlama ve Halkla İlişkiler The Business of Influence, THY Yayınları, İstanbul, 2011. 3. Sosyal Medya Pazarlama, İbrahim Kırcova, Ebru Enginkaya, Beta Yayınları, İstanbul, 2015. |
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 Public Relations and 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 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | ||||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | ||||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 14 | Performs the measurement and evaluation of 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. | ||||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |