FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 315 | Course Introduction and Application Information
| Course Name |
Corporate Communication
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 315
|
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 | DiscussionGroup WorkCase StudyLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course focuses on strategic communication activities that corporates carry out for various stakeholders such as investors, employees, customers and media. It aims to provide students knowledge and perspective regarding corporate branding strategies and activities. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course embraces communication activities for various stakeholders within the framework of reputation management, branding strategies, identity, image, corporate story through case studies. |
|
|
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 | Introduction | |
| 2 | An Overview of Corporate Communication | Van Riel, C. B. M.; Fombrun, C.J. (2007). Essentials of Corporate Communication, Routledge, NY, pp.13-37. Argenti, P. (2009). Corporate Communication, McGrawHill, pp.45-62 |
| 3 | Corporate Identity, Image and Reputation | Argenti, P. (2009). Corporate Communication, McGrawHill, pp.67-104. Van Riel, C. B. M.; Fombrun, C.J. (2007). Essentials of Corporate Communication, Routledge, NY, pp.61-79 |
| 4 | Corporate Culture | Goodman, M.B. (1998). Corporate Communications for Executives, State University of New York Press, pp.29-35. |
| 5 | Corporate Branding | Van Riel, C. B. M.; Fombrun, C.J. (2007). Essentials of Corporate Communication, Routledge, NY, pp. 106-130. Aaker (2000) The Brand Relationship Spectrum, California Management Review 42(4), pp.8-23. |
| 6 | Communicating the Corporate Brand: Corporate Story, Corporate Advertising | Dowling, G. R. (2006). Communicating corporate reputation through stories. California Management Review, 49(1), 82-100. Argenti, P. (2009). Corporate Communication, McGrawHill, ch. 7, pp.88-104. |
| 7 | Midterm exam | |
| 8 | Communicating with key stakeholders | Argenti, P. (2009). Corporate Communication, McGrawHill, ch. 7, pp.183-202. Van Riel, C. B. M.; Fombrun, C.J. (2007). Essentials of Corporate Communication, Routledge, NY, pp. 181-206. |
| 9 | Media Relations | Argenti, P. (2009). Corporate Communication, McGrawHill, ch. 6, pp.155-182. |
| 10 | Corporate Responsibility and Sustainability Communication | Signitzer, B., & Prexl, A. (2007). Corporate sustainability communications: Aspects of theory and professionalization. Journal of Public Relations Research, 20(1), 1-19. Argenti, P. (2009). Corporate Communication, McGrawHill, pp.105-154. |
| 11 | Issues and Crisis Management | Argenti, P. (2009). Corporate Communication, McGrawHill, ch. 10, pp.257-285. |
| 12 | Student presentations | |
| 13 | Student presentations | |
| 14 | Student presentations | |
| 15 | Review of the semester | |
| 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 |
1
|
20
|
| Project |
1
|
20
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| Final Exam |
1
|
30
|
| Total |
| Weighting of Semester Activities on the Final Grade |
4
|
70
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
30
|
| 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
|
1
|
14
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
1
|
20
|
20
|
| Project |
1
|
24
|
24
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
14
|
14
|
| Final Exam |
1
|
30
|
30
|
| 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. |
|||||
| 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. |
|||||
| 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. |
X | ||||
| 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. |
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) |
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| 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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