FACULTY OF COMMUNICATION

Department of Public Relations and Advertising

PRA 321 | Course Introduction and Application Information

Course Name
Digital Communication
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 321
Fall/Spring
3
0
3
5

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery Online
Teaching Methods and Techniques of the Course -
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives To examine existing and developing concepts, trends, consumer behavior and the applications of these technologies in marketing communication within the scope of digital media.
Learning Outcomes The students who succeeded in this course;
  • Will be able to explain the basic concepts of digital media.
  • Will be able to evaluate the digital media process.
  • Will be able to compare developments relating to digital communications in Turkey and in the world.
  • Will be able to analyze digital trends in consumer behavior.
  • Will be able to make digital media plans.
Course Description Changing the nature of communication, new media affect marketing communication through interactive environments which advance day by day. In this course, digital communication concepts and planning and applications will be discussed.

 



Course Category

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 Alan Krieff, How to start and run your own advertising agency Herbert S Gardner, The Advertising Agency Business
2 The nature of digital media and technologies Mahon, N. (2010). Basics Advertising 02: Art Direction (Vol. 2). Bloomsbury Publishing.
3 Digital communication in the historical process Kelley, L. D., & Jugenheimer, D. W. (2006). Advertising account planning: a practical guide. New York, NY: ME Sharpe
4 Theories and concepts in digital communication Young, M. (2018). Ogilvy on advertising in the digital age. Bloomsbury Publishing USA
5 Public relations, advertising and marketing strategies in digital communication Butterfield, Leslie. Excellence in advertising. Routledge, 2009
6 Group work
7 Branding
8 Interactive media applications In class homework/article discussion
9 Network society: Theory and the consumer Communication Power in the Network Society (Professor Manuel Castells) https://www.youtube.com/watch?v=jJjM1TyzJ6U
10 Digital media culture and communication New project
11 Digital media planning process
12 Preparing a digital communication campaign Alaistair Crompton, The Copywriter’s Bible Jon Steel, Perfect Pitch – The Art of Selling Ideas and Winning New Business, Pete Barry, The Advertising Concept Book – A Complete Guide to Creative Ideas, Strategies.
13 International digital media campaigns David Ogilvy, Ogilvy on Advertising, Vintage, NY, 1985 David Rutherford, Excellence in Brand Communication - ICA Guide to Best Practice, Toronto, 2003
14 Presentations
15 Review of the semester Nancy Vonk, Janet Kestin, Pick Me – Breaking into Advertising and Staying There
16 Review of the semester

 

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
1
10
Presentation / Jury
1
50
Project
1
30
Seminar / Workshop
Oral Exams
Midterm
Final Exam
Total

Weighting of Semester Activities on the Final Grade
3
50
Weighting of End-of-Semester Activities on the Final Grade
1
50
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
10
2
20
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
1
10
10
Presentation / Jury
1
45
45
Project
1
27
27
Seminar / Workshop
0
Oral Exam
0
Midterms
0
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.

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.

X
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.

X
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.

X
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.

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

 


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