FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 242 | Course Introduction and Application Information
| Course Name |
Introduction to Digital Communication
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 242
|
Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | Blended | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkQ&ACritical feedbackLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Students will develop a proficiency in digital media and communications. They will understand the role of digital communications in both personal and corporate environments and how it is consumed. They will learn how to create content for different platforms and how distribution works. Benefits and risks of digital communications in each environment will be reviewed and understood. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | In this course, students will learn how to identify and address the evolving needs and behaviors of the digital media user, trends in online and mobile communications, and concepts of interactive and responsive design. They will also develop skills for communicating in the digital age, including the creation of digital content, understanding digital content management, how to leverage social networking platforms as well as mobile and ephemeral media platforms. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | First week: Introduction session | |
| 2 | What is the role of the media planning and buying agency in the media? How they approach media campaigns and briefs, what are the steps for building the strategies for communications and how to create an overall media strategy | Digiday Media Buying Planning-Awards https://digiday.com/wp-content/uploads/sites/3/2022/03/2022-Digiday-Media-Buying-_-Planning-Awards_.pdf |
| 3 | What is digital media planning and its planning process? What the pillars of digital marketing (seo, social media, paid search, organic search, ınfluencer marketing etc.). what are the tools we are using for audience building. | The Art of Influence: Unlocking growth with influencer marketing and digital-first talent https://www.dentsu.com/uk/en/reports/our_thinking__the_art_of_influence_3d3e28e |
| 4 | Digital media numbers for 2023, what are the most popular platforms and activities for digital in TR market. | |
| 5 | Online media terminology/how to define digital plan strategy according to campaign KPI's | Turuk, M. (2020). Digital strategy. International journal of contemporary business and entrepreneurship, 1(1), 62-76. |
| 6 | How to approach briefs and how we are building detailed campaign strategies&plans | |
| 7 | How to build detailed digital media plan, what are the buying types and key metrics to focus, and what are the reporting metrics, tools and details for reporting. | Smallwood, B. (2016). Resisting the siren call of popular digital media measures: Facebook research shows no link between trendy online metrics and ad effectiveness. Journal of Advertising Research, 56(2), 126-131. |
| 8 | General digital media ad formats and their examples (display banners, videos, rich medias, podcasts, influencer marketing, social media, search etc.) | |
| 9 | Midterm | |
| 10 | Social media (what are the formats, which formats can be used for which KPI or what kind of campaigns/brands in general) | Fulgoni, G., & Lipsman, A. (2014). Numbers, please: Digital game changers: How social media will help usher in the era of mobile and multi-platform campaign-effectiveness measurement. Journal of Advertising Research, 54(1), 11-16. |
| 11 | Search (in general, whats search and how we are building our Google search strategies for our clients) | |
| 12 | YT (in general, what are the formats, which formats can be used for which KPI or what kind of campaigns/brands in general) | Iankovets, T. (2023). MEDIA PLANNING OF DIGITAL ADVERTISING CAMPAIGNS. Eastern-European Journal of Enterprise Technologies, 126(13). |
| 13 | Group work | |
| 14 | Group work | |
| 15 | Semester Review | |
| 16 | Final Exam |
| Course Notes/Textbooks | |
| Suggested Readings/Materials |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury |
3
|
30
|
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
25
|
| Final Exam |
1
|
35
|
| Total |
| Weighting of Semester Activities on the Final Grade |
5
|
65
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
35
|
| Total |
ECTS / WORKLOAD TABLE
| 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 |
12
|
1
|
12
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
3
|
10
|
30
|
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
25
|
25
|
| Final Exam |
1
|
35
|
35
|
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
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. |
|||||
| 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. |
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| 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. |
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| 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. |
X | ||||
| 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. |
|||||
| 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. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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