PRA 427 | Course Introduction and Application Information - Department of Public Relations and Advertising

Course Name

Communication Campaign Design

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
PRA 427	Fall	5	2	6	9

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	Discussion Group Work Q&A Critical feedback Jury Simulation Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Dr. Öğr. Üyesi Pınar UMUL ÜNSAL Öğr. Gör. Ceren Coşkun Sağlam Öğr. Gör. Güleser Ekşioğlu Prof. Dr. Ebru UZUNOĞLU
Assistant(s)	-

Course Objectives	The aim of this course is to provide an overview of the strategic planning and management process required to develop and implement a communication plan.
Learning Outcomes	The students who succeeded in this course; Will be able to explain the role of Integrated Marketing Communication (IMC) and corporate public relations in the overall communication program Will be able to conduct research that form a basis for communication project. Will be able to determine the most appropriate communication mix (advertising, public relations, sales promotion, direct marketing, and personal selling) and tactics relevant to communication objectives. Will be able to plan the steps of a communication campaign (situation and stakeholder analysis, identifying goals, target audience and developing strategy, tactics, media plan, budgeting and measurement-evaluation). Will be able to actively participate in campaign design process which will enable them to gain a real-life experience.
Course Description	Content of the course is designed to provide an overview and understanding of the strategic planning and management process required to develop and implement a communication plan. In addition to the relevant subjects such as marketing, consumer behavior, corporate culture, media, marcom mix that are necessary for a communication campaign planning, developing and implementing process, the whole planning steps including situation and stakeholder analyses, objectives setting, target audience identification, strategy and tactics development, implementation, measurement and evaluation will also be examined in details. Student’s ability to prepare a communication campaign will be evaluated according to performance criteria to be established based on basic campaign expectations.
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. Informing about the course content. Big Idea: How to find out the big idea practice. Case study (Discussions about the case Best, Worst and Missing Aspects)
2	Communication Campaign Steps presentation: Step 1: Situation Analysis, Step 2: Identifying publics & target audiences, Step 3: Setting goals and objectives.
3	Communication Campaign Steps presentation: Step 4: Strategic decisions, Step 5. Identifying the campaign tactics, Step 6: Budgeting, Step 7: Implementation, Step 8: Evaluation.
4	Brief sharing by the client & debriefing	De-brief preparation
5	Presentation of agency credentials Cont. De-briefing. Designing the secondary research.	Preparation for agency presentations
6	Presentation of secondary research results Designing the primary research content	Analyzing secondary research results
7	Strategic decisions: Presentation of primary research results and determining the insight.	Analyzing primary research results and identifying the insight
8	Midterm
9	Presentations of Big Idea and Strategy	Working on the strategy and finding out the ‘big idea’
10	Visualization of Big Idea	Starting creative works on the big idea
11	Identifying the campaign Tactics	Writing tactics and continuation of creative works.
12	Presentation of tactics after revisions	Continuation of creative work and evaluation of studies
13	Presentation of campaign with media plan, budgeting and evaluation	Media planning and elaboration of media plan, preparation of budget.
14	Presentation Rehearsals and Final Presentation	Preparation for final jury
15	Review of the semester
16	Review of the semester

Course Notes/Textbooks

Textbook is not required

Suggested Readings/Materials

Ogden J.: Developing a Creative and Innovative Integrated Marketing Communication Plan (1st Ed. Prentice Hall,1998) ISBN: 978-0137783335.

Belch M. A. and Belch, G. E.: Advertising and Promotion IMC Perspective, 9th Ed. McGraw Hill, 2011) ISBN: 978-0073404868

Parente D. E.: Advertising Campaign Strategy: A Guide to Marketing Communication Plans (5th Edition, Cengage Learning, 2014) ISBN: 978-1133434801.

Duncan Tom.: Principles of Advertising and IMC (2nd ed.Boston: McGrawHill/Irwin, 2008) ISBN: 978-0071274623.

A.Gregory, Planning and Managing Public Relations Campaigns, 5th edition, (London: Kogan Page, 2020) ISBN: 978-1789663235

M. G. Parkinson and D. Ekachai, International and Intercultural Public Relations: A Campaign Case Approach, (Pearson, 2005). 978-0205375202

Apart from these sources, case studies, campaign evaluations, and power point presentations will be shared with students.

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques	1	5
Portfolio
Homework / Assignments
Presentation / Jury	1	10
Project	1	30
Seminar / Workshop
Oral Exams	1	20
Midterm	1	25
Final Exam
Total

Weighting of Semester Activities on the Final Grade	6	100
Weighting of End-of-Semester Activities on the Final Grade
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	5	80
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16	2	32
Study Hours Out of Class	14	4	56
Field Work			0
Quizzes / Studio Critiques	1	2	2
Portfolio			0
Homework / Assignments			0
Presentation / Jury	1	10	10
Project	1	40	40
Seminar / Workshop			0
Oral Exam	1	20	20
Midterms	1	30	30
Final Exam			0
		Total	270

#	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.	-	-	-	-	-
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.	-	X	-	-	-
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.	-	-	-	-	-
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.	-	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.	-	-	-	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.	-	-	-	-	-