FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 427 | Course Introduction and Application Information
| 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 | DiscussionGroup WorkQ&ACritical feedbackJurySimulationLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| 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;
|
| 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. |
|
|
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 | 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 | QUIZ 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 - MIDTERM | |
| 8 | Presentation of primary research results and determining the insight. | Analyzing primary research results and identifying the insight |
| 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. |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques |
1
|
15
|
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury |
1
|
10
|
| Project |
1
|
40
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
25
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
5
|
100
|
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
ECTS / WORKLOAD TABLE
| 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
|
4
|
4
|
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
1
|
18
|
18
|
| Project |
1
|
50
|
50
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
30
|
30
|
| Final Exam |
0
|
||
| Total |
270
|
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. |
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. |
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. |
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
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