| Course Name | Strategic Public Relations |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MI 561 | Fall/Spring | 3 | 0 | 3 | 5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | Second Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Students will gain comprehensive information and qualification in the field of strategic PR management and its field of applications. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | In this course, strategic PR will be discussed with regard to fundamental strategic PR executions and cases like crisis management, issues management and CSR. The strategic importance of PR in management function will be discussed as well. |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | X | |
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction | |
| 2 | The term of strategy and strategic PR | |
| 3 | PR Theories, types of organization and the role of PR | |
| 4 | Reputation management | Kadıbeşegil, S. (2006). İtibar Yönetimi, İstanbul: MediaCat |
| 5 | Internal communication | Okay, A., Okay, A. (2005) Halkla İlişkiler Kavram Strateji ve Uygulamaları, İstanbul: Der Yayınları, ss.228-24 |
| 6 | Sponsorship | Okay, A., Okay, A. (2005) Halkla İlişkiler Kavram Strateji ve Uygulamaları, İstanbul: Der Yayınları, ss.436-471 |
| 7 | Corporate social responsibility | Kotler, P., Lee, N. (2006). Corporate Social Responsibility, İstanbul: MediaCat; Aydede, C. (2007), Yükselen Trend Kurumsal Sosyal Sorumluluk, İstanbul: MediaCat |
| 8 | Integrated marketing communication | Odabaşı, Y., Oyman, M. (2007). Pazarlama İletişim Yönetimi, İstanbul:MediaCat, ss. 61-78; Bozkurt, İ. (2007). Bütünleşik Pazarlama İletişim, İstanbul:MediaCat |
| 9 | Issue and risk management | Okay, A., Okay, A. (2005) Halkla İlişkiler Kavram Strateji ve Uygulamaları, İstanbul: Der Yayınları, ss.317-324 |
| 10 | Crisis management | Okay, A., Okay, A. (2005) Halkla İlişkiler Kavram Strateji ve Uygulamaları, İstanbul: Der Yayınları, ss.325-348 |
| 11 | Social media management | Kara, T., Özgen, E. (2012). Sosyal Medya Akademi, İstanbul: Beta Yayınları |
| 12 | Midterm | |
| 13 | Presentation | |
| 14 | Presentation | |
| 15 | Presentation | |
| 16 | Evaluation of the semester |
| Course Notes/Textbooks | Book chapters and presentations as indicated above |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 15 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 1 | 25 |
| Presentation / Jury | 1 | 25 |
| Project | ||
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 35 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 3 | 60 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 40 |
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 16 | 2 | 32 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 1 | 20 | |
| Presentation / Jury | 1 | 20 | |
| Project | |||
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 30 | |
| Final Exams | |||
| Total | 150 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication. | X | ||||
| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. | |||||
| 3 | To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication. | X | ||||
| 4 | To be able to evaluate strategies and solution methods developed in brand communication. | X | ||||
| 5 | To be able to understand the basic principles of corporate communication management and gain the skills to apply them. | |||||
| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. | |||||
| 7 | To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders. | |||||
| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. | |||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. | |||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
