COURSE INTRODUCTION AND APPLICATION INFORMATION


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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 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 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 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.

 



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. Informing about the course content. Setting up the teams (agencies) Case study (2 hours case study) Discussions About The Case (Best, Worst and Missing Aspects)
2 Presenting agency credentials and getting feedback Preparing the agency presentations A sample from Warc or other relevant database
3 Getting a sample brief to practice de-brief process. Steps of Planning an Integrated Campaign: A General Overview (2 hours overview) + Step 1: Situation Analysis
4 Case study (Real campaign sample of the previously shared brief) Sharing the campaign brief of the semester Step 2: Identifying publics & target audiences Preparing the research
5 Big idea: How to find out the big idea practice. Step 3: Setting goals and objectives. Conducting the research
6 Current implementation samples from today’s communication industry Step 4: Strategic decisions Conducting the research
7 Step 4: Strategic decisions/Midterm Analyzing the research results and identifying the insight
8 Presentations / Step 5. Identifying the tactics Working on the strategy and finding out the ‘big idea’.
9 Case study
10 Presentations / Step 6: Budgeting Working on the tactics and starting the creative Works
11 Presentations Step 7: Implementation. Step 8: Evaluation Working on the creatives
12 In-class practice Media planning and budgeting
13 Presentations
14 Final Presentations
15 Review of the semester
16 Final Exam
Course Textbooks

Textbook is not required

References

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.

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
20
Laboratory / Application
Field Work
Quizzes / Studio Critiques
2
10
Homework / Assignments
Presentation / Jury
1
10
Project
1
40
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
20
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
6
100
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
7
Field Work
Quizzes / Studio Critiques
2
5
Homework / Assignments
Presentation / Jury
1
20
Project
1
90
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
14
Final / Oral Exam
    Total
358

 

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