FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 313 | Course Introduction and Application Information
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 | face to face | |||||
Teaching Methods and Techniques of the Course | Group WorkApplication: Experiment / Laboratory / WorkshopLecture / Presentation | |||||
Course Coordinator | - | |||||
Course Lecturer(s) | ||||||
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;
|
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. |
|
Core Courses |
X
|
Major Area Courses | ||
Supportive Courses | ||
Media and Management Skills Courses | ||
Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
Week | Subjects | Related Preparation |
1 | Why do we conduct research? Identifying the research problem and developing an approach | Malhotra, N. K. (2007). Marketing research an applied orientation. Pearson Education, 30-60. Neuman, L. W. (2006). Social research methods: Qualitative and quantitative approaches, 1-21. |
2 | Types of research | Malhotra, N. K. (2007). Marketing research an applied orientation. Pearson Education, 72-99. Neuman, L. W. (2006). Social research methods: Qualitative and quantitative approaches, 23-48. |
3 | Formulating the research design | Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students, 162-219. |
4 | Sampling | Thompson, S. K. (2012). Sampling. [electronic resource] (3rd ed.). Wiley. |
5 | Secondary analysis | Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students, 316-353. |
6 | Questionnaire and Form Design | Bourke, J., Kirby, A., & Doran, J. (2016). Survey & questionnaire design: Collecting primary data to answer research questions. [eBook edition] NuBooks. http://search.ebscohost.com/login.aspx?direct=true&db=e000xww&AN=1460401&lang=tr&site=eds-live |
7 | Experimental research | Patten, M. L. and Newhart, M. (2018). Understanding Research Methods: An Overview of the Essentials, 181-200. |
8 | What is Social Media and What Questions Can Social Media Research Help Us Answer? | Sloan, L. and Quan-Haase, A. (eds.) (2017). The SAGE Handbook of Social Media Research Methods, 13-26, 386-404. |
9 | Midterm | |
10 | Big Data | Sloan, L. and Quan-Haase, A. (eds.) (2017). The SAGE Handbook of Social Media Research Methods, 27-39. |
11 | Data Preparation, Analysis, and Reporting | Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students, 496 – 565. |
12 | Data Preparation, Analysis, and Reporting | Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students, 496 – 565. |
13 | Data Preparation, Analysis, and Reporting | Batagelj, V., & Mrvar, A. (2011). Pajek Program for Analysis and Visualization of Large Networks: Reference Manual explanation. Slovenia: University of Ljubljana. http://vlado.fmf.uni-lj.si/pub/networks/pajek/doc/pajekman.pdf |
14 | Data Preparation, Analysis, and Reporting | Batagelj, V., & Mrvar, A. (2011). Pajek Program for Analysis and Visualization of Large Networks: Reference Manual explanation. Slovenia: University of Ljubljana. http://vlado.fmf.uni-lj.si/pub/networks/pajek/doc/pajekman.pdf |
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 |
EVALUATION SYSTEM
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 |
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 |
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
|
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. |
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. |
|||||
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. |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
NEWS |ALL NEWS
1.3 million support from TUBITAK for the exemplary project
4 academics from Izmir University of Economics (IUE) took action on the increase in natural disasters such as floods, fires, tornadoes and
7 industrial visits in 3 days
Izmir University of Economics (IUE) Department of Public Relations and Advertising organized an industrial visit to Istanbul for its students to offer
‘Kindness in Communication’ ideas by IUE students
Students of Department of Public Relations and Advertising, Izmir University of Economics (IUE) developed creative ideas for a world-famous tire brand (Continental)
‘Kindness in Communication’ ideas by IUE students
Students of Department of Public Relations and Advertising, Izmir University of Economics (IUE) developed creative ideas for a world-famous tire brand (Continental)
Our department, which was accredited by the Communication Research Association (ILAD) in 2020, successfully completed the interim evaluation process and was entitled to a total of five years of accreditation.
ILAD, the national quality assurance institution authorized by the Higher Education Quality Board (YÖKAK) for communication education, accredited our Public Relations and
IUE graduate academic at a world-renowned university
Lena Çavuşoğlu, a graduate of Izmir University of Economics (IUE), pursued her dreams about having an academic career abroad instead of working
'International' cooperation of Izmir University of Economics
Izmir University of Economics (IUE) Department of Public Relations and Advertising took another important step towards internationalization and collaborated with the famous