COURSE INTRODUCTION AND APPLICATION INFORMATION


Course Name
Campaign Design in Communication
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 435
Fall
5
2
6
12
Prerequisites
None
Course Language
English
Course Type
Required
Course Level
First Cycle
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;
  • Will be able conduct the research that will be basis for communication project.
  • Will be able to design a communications mix (advertising, public relations, sales promotion, direct marketing, and personal selling) relevant to communication objectives and develop tactics.
  • Will be able to plan and implement 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 gain experience by being involved actively in campaign design process
  • Will be able to explain the role of Integrated Marketing Communication (IMC) and corporate public relations in the overall communication program
Course Content 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 an 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.

 



Course Category

Core Courses
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction How to Integrate: A Stakeholder Approach to Integrated Communication (First Week, 7 hours) Articles: Emergence of IMC, IMC Under Fire, Integrated corporate and product brand communication
2 Formation of the Groups Sample Brief (A workshop on campaign planning) (4 hours) Agency Presentations
3 Steps of Planning An Integrated Campaign: A General Overview (2 hours overview)+(2 hours case study) Discussions About The Case (Best, Worst and Missing Aspects) (3 hours) Kleenex and an example from Warc database
4 Guest speaker, A Brand Manager (4 hours) Announcement of the Briefs. Step 1 : Situation Analysis Start Research 3 sectors
5 Step 1: Situation Analysis Run research
6 Step 2: Identifying publics&target audiences Run research
7 Step 3: Setting objectives. Step 4: Strategic decision-making Reporting initial research results & findings. Discussions on strategy according to the research findings. Examples of Strategic Statement Apply them to step 1+2+3
8 Step 4: Strategic decision-making/Midterm Exam Determine the Strategy. Get approval
9 Presentations/Step 5: Operational decision-making Up to Strategy . Get approval. Hand in the Report. Determine Tactics
10 Step 6: Setting the budget. Step 7: Implemantation. Step 8: Campaign evaluation Write down the strategy of the tactics. Start doing the creatives
11 In class Continue the creatives. Evaluate the creatives
12 In class Media Selection and details of media plans
13 Presentations Campaign overview
14 Presentations Jury
15 Presentations Jury
16 Review of the Semester  
Course Textbooks
References

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
15
Laboratory / Application
Field Work
Quizzes / Studio Critiques
2
10
Homework / Assignments
1
10
Presentation / Jury
1
10
Project
1
35
Seminar / Workshop
Midterms / Oral Exams
1
20
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
Contribution of Final Work to Final Grade
Total

ECTS / WORKLOAD TABLE

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
5
Field Work
Quizzes / Studio Critiques
2
15
Homework / Assignments
1
20
Presentation / Jury
1
16
Project
1
87
Seminar / Workshop
Midterms / Oral Exams
1
20
Final / Oral Exam
    Total
365

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest