PRA 210 | Course Introduction and Application Information - Department of Public Relations and Advertising

Course Name

Consumer Insight

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
PRA 210	Spring	3	0	3	6

Prerequisites	None
Course Language	English
Course Type	Required
Course Level	First Cycle
Mode of Delivery	face to face
Teaching Methods and Techniques of the Course	Discussion Group Work Problem Solving Case Study Simulation Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Öğr.Gör.Dr. Burak AMİRAK
Assistant(s)	-

Course Objectives	This course focuses on guiding students towards discovering consumer insights through the application of qualitative probing techniques.
Learning Outcomes	The students who succeeded in this course; define strategically relevant consumer insights execute integrated communications strategies rooted in consumer insights conduct qualitative probing techniques to uncover consumer insights apply analytical and critical-thinking skills to distill consumer insights decide to employ the relevant qualitative probing techniques
Course Description	The course will teach students to become consumer insight producers that can take more effective and strategically integrated communication decisions. Students will be expected to complete projects in order to produce and use consumer insight to enable effective integrated communication decisions.
Related Sustainable Development Goals

Course Category	Core Courses	X
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation
1	Introduction to Course
2	Who is the consumer? Where and how do they live? What are their desires and ambitions?	Firat, A., Kutucuoglu, K. Y., Saltik, I. A., & Tuncel, O. (2013). Consumption, consumer culture and consumer society. Journal of Community Positive Practices, (1), 182-203.
3	Why does a brand need an insight? (Introduction to the concept of brand. The reason why brands exist. What does a brand do? Brand value.Brand positioning, brand personality, brand identity, brand image concepts.)	Aaker, David A. (2010). Building Strong Brands, Chapters 1,2, 3, 4 and 5. Simon & Schuster Ltd
4	Simulation exercise: Insight-finding game (How does insight differ from observation and assumption?)
5	Reading the consumer's mind: Qualitative research techniques In-depth interviews, focus group studies, projective techniques	Brennen, B. S. (2017). Qualitative Research Methods for Media Studies, 26-36, Routledge.
6	Reading the consumer's mind: Qualitative research techniques In-depth interviews, focus group studies, projective techniques	Brennen, B. S. (2017). Qualitative Research Methods for Media Studies, 26-36, Routledge.
7	Simulation exercise: Insight-finding game (How does insight differ from observation and assumption?)
8	Case studies: Understanding insights into advertising and public relations campaigns.	WARC
9	Midterm Exam
10	Guest Speaker - Brief
11	Pre-work on the project
12	Pre-work on the project
13	Pre-work on the project
14	Project Presentations
15	Semester Review
16	Final exam

Course Notes/Textbooks

Sheehan K. B,& Robertson C., Hitting the Sweet Spot, 2019 Melvin & Leigh, Publishers ISBN-10 : 1733934405; ISBN-13 : 978-1733934404

Suggested Readings/Materials

Sheehan K. B,& Robertson C., Hitting the Sweet Spot, 2019 Melvin & Leigh, Publishers ISBN-10 : 1733934405; ISBN-13 : 978-1733934404

Cialdini, R. B., & Cialdini, R. B. (2007). Influence: The psychology of persuasion (pp. 173-174). New York: Collins. ISBN: 9780061241895 006124189X.

Sawhney, M. (2004). Insights into Customer Insights. CRM Project, 5.

Prayag, G. (2007). Exploring the relationship between destination image and brand personality of a tourist destination: An application of projective techniques. Journal of Travel and Tourism Research, 2(Fall 2007), 111-130.

Schwartz, H. (2008). Predictably Irrational: the hidden forces that shape our decisions. Business Economics, 43(4), 69-72.

Alcántara-Pilar, J. M. (Ed.). (2015). Analyzing the Cultural Diversity of Consumers in the Global Marketplace. IGI Global.207-227, 256-276. ISBN-13 : 978-1466682627

Strong, C. (2015). Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight, 93-102, Kogan Page. ISBN-10 : 9780749472115; ISBN-13 : 978-0749472115

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques	1	10
Portfolio
Homework / Assignments	1	30
Presentation / Jury
Project	1	25
Seminar / Workshop
Oral Exams
Midterm	1	25
Final Exam
Total

Weighting of Semester Activities on the Final Grade	4	75
Weighting of End-of-Semester Activities on the Final Grade	1	25
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	8	4	32
Field Work			0
Quizzes / Studio Critiques	1	10	10
Portfolio			0
Homework / Assignments	1	20	20
Presentation / Jury			0
Project	1	45	45
Seminar / Workshop			0
Oral Exam			0
Midterms	1	25	25
Final Exam			0
		Total	180

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field.	-	-	X	-	-
2	To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods.	-	-	-	-	X
3	To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice.	-	X	-	-	-
4	To be able to use analytical thinking skills in the field of Public Relations and Advertising.	-	-	-	X	-
5	To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders.	-	-	-	-	-
6	To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field.	-	-	-	-	-
7	To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems.	-	-	-	-	-
8	To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise.	-	-	-	-	-
9	To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes.	-	-	-	-	-
10	To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising.	-	-	-	X	-
11	To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)	-	-	-	-	-
12	To be able to speak a second foreign at a medium level of fluency efficiently.	-	-	-	-	-
13	To be able to relate the knowledge accumulated throughout the human history to their field of expertise.	-	-	-	-	-