| Course Name | Campaign Design in Communication |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| PRA 435 | Fall | 5 | 2 | 6 | 10 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Required | |||||
| Course Level | First Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| 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. |
| Related Sustainable Development Goals |  |
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| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 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) | Setting up the teams (agencies) |
| 2 | Presentation of agency credentials and getting feedback Consumer Insight | Agency Presentations |
| 3 | Discussion about the concepts of ‘Consumer Insight’ Integrated Campaign Planning Steps: Determining the current titles of the IMC and sharing them with the group Step 1: Situation Analysis | Bringing examples of current trends in IMC. |
| 4 | Presentation of revised agency credentials and getting feedback Ad Appeal Sharing the campaign brief of the semester | |
| 5 | De-briefing. Designing the secondary research. Step 2: Identifying publics & target audiences | Adding 2 samples of current commercials that reflects agency’s identity into Agency presentations. De-brief preparation |
| 6 | Step 3: Setting goals and objectives. | |
| 7 | Presentation of secondary research results Designing the primary research content Step 4: Strategic decisions | Analyzing secondary research results |
| 8 | Presentation of primary research results and identifying the insight. Midterm | Analyzing primary research results and identifying the insight |
| 9 | Presentations of Big idea and Strategy Step 5. Identifying the campaign tactics | Working on the strategy and finding out the ‘big idea’ |
| 10 | Tactics Step 6: Budgeting | Writing tactics and starting the creative works. |
| 11 | Presentation of revised tactics Step 7: Implementation. Step 8: Evaluation | Continuation of creative work and evaluation of studies |
| 12 | Presentation including media plan and budgeting Quiz Presentation of current trends in IMC | Media planning and elaboration of media plan, preparation of budget. |
| 13 | Final Presentation Rehearsals | |
| 14 | Final Presentation | 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) Belch M. A. and Belch, G. E.: Advertising and Promotion IMC Perspective, 6th Ed. McGraw Hill, 2007) Parente D. E.: Advertising Campaign Strategy: A Guide to Marketing Communication Plans (Third Edition, SouthWestern College Pub., 2004) Duncan Tom.: Principles of Advertising and IMC (2nd ed.Boston: McGrawHill/Irwin, 2005) A.Gregory, Planning and Managing Public Relations Campaigns, 2nd edition, (London: Kogan Page, 2005) M. G. Parkinson and D. Ekachai, International and Intercultural Public Relations: A Campaign Case Approach, (Pearson, 2006). Apart from these sources, case studies, campaign evaluations, and power point presentations will be shared with students. |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 20 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | 1 | 10 |
| Portfolio | ||
| Homework / Assignments | 1 | 10 |
| Presentation / Jury | ||
| Project | 1 | 40 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 20 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 5 | 100 |
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 7 | 112 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 16 | 7 | 112 |
| Field Work | |||
| Quizzes / Studio Critiques | 1 | 10 | |
| Portfolio | |||
| Homework / Assignments | 1 | 20 | |
| Presentation / Jury | |||
| Project | 1 | 90 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 14 | |
| Final Exams | |||
| Total | 358 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
