PRA 313 | Course Introduction and Application Information - Department of Public Relations and Advertising

Course Name

Marketing Communication Research

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
PRA 313	Fall	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	Group Work Application: Experiment / Laboratory / Workshop Lecture / Presentation
National Occupation Classification	-
Course Coordinator	Prof. Dr. Selin TÜRKEL
Course Lecturer(s)	Arş.Gör.Dr. AYTUNÇ ERÇİFCİ
Assistant(s)	-

Course Objectives	The course’s aim is to introduce the students with quantitative research techniques in marketing communication.
Learning Outcomes	The students who succeeded in this course; Will be able to explain the development of marketing communication research. Will be able to discuss the sectoral significance of marketing communication research Will be able to explain the characteristics of marketing communication researcher Will be able to define the basic concepts with regard to marketing communication research. Will be able to explain the methods and models in marketing communication research Will be able to discuss the applicability of methods of marketing communication research in different circumstances. Will be able to design marketing communication research by using data collection technics.
Course Description	The course will introduce the process, methods and techniques which are necessary for an integrated approach to dynamics of field and development of unique, critical and creative strategies in the scope of marketing communication research. In addition, students will be asked to design a research within the course subjects.
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
2	Basics: • Why research matters • Quantitative, qualitative and mixed research methods	Malhotra, N. K. (2007). Marketing research an applied orientation. Pearson Education, 1-27.
3	Research Process in detail. Formulating the research problem, hypotheses and research questions.	Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students, 162-219.
4	Data collection methods in quantitative and qualitative research. Sampling methods.	Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students, 496 – 565.
5	Survey research & questionnaire design. Data collection.
6	Introduction to the SPSS. SPSS Practice I: Data entry	Lab uygulaması - SPSS
7	SPSS Practice II: Data entry. Preparing data for analysis.	Lab uygulaması - SPSS
8	Midterm
9	SPSS Practice III: Descriptive statistics	Lab uygulaması - SPSS
10	SPSS Practice IV: Relationships between variables: Parametric and nonparametric approaches	Lab uygulaması - SPSS
11	Interpretation of quantitative research findings. Introduction to quantitative research. Interview form development. Qualitative data collection.	Lab uygulaması - SPSS
12	Qualitative data analysis	Lab uygulaması - MAXQDA
13	Qualitative data analysis	Lab uygulaması - MAXQDA
14	Interpretation of research findings	Lab uygulaması - MAXQDA
15	General Course Review
16	General Course Review

Course Notes/Textbooks

Malhotra, N. K. (2007). Marketing research an applied orientation. Pearson Education, 30-60. ISBN: 9780132279468

Neuman, L. W. (2006). Social research methods: Qualitative and quantitative approaches, 1-21. ISBN: 9780205465316

Suggested Readings/Materials

Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students. ISBN: 9781292208787

Patten, M. L. and Newhart, M. (2018). Understanding Research Methods: An Overwier of the Essentials. ISBN: 9780415790529

Sloan, L. and Quan-Haase, A. (eds.) (2017). The SAGE Handbook of Social Media Research Methods. ISBN: 9781473916326

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury
Project	6	60
Seminar / Workshop
Oral Exams
Midterm	1	30
Final Exam
Total

Weighting of Semester Activities on the Final Grade	6	80
Weighting of End-of-Semester Activities on the Final Grade	2	20
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours	16		0
Study Hours Out of Class	14	3	42
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments			0
Presentation / Jury			0
Project	6	8	48
Seminar / Workshop			0
Oral Exam			0
Midterms	1	12	12
Final Exam			0
		Total	150

#	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.	-	-	-	-	-