Public Relations and Advertising
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

General Introduction Information of the Course

Course Code: PRA208
Ders İsmi: Dijital Halkla İlişkiler
Ders Yarıyılı: Spring
Ders Kredileri:
Theoretical Practical Credit ECTS
3 0 3 6
Language of instruction: TR
Ders Koşulu:
Ders İş Deneyimini Gerektiriyor mu?: No
Type of course: Necessary
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery: Face to face
Course Coordinator : Dr.Öğr.Üyesi Ece DOĞAN ERDİNÇ
Course Lecturer(s):
Course Assistants:

Course Objectives and Content

Course Objectives: In this course, students will have knowledge about the concept and development of new communication technology, the concept of new media, the use of the internet as a public relations tool, corporate web pages, social media platforms, social media applications, the importance of public relations and corporate communication in digital communication, social media marketing and internet advertising.
Course Content: Reflections of public relations, a constantly evolving discipline, in digital environments will be discussed. The new target audience emerging in parallel with the digital transformation will be explored. Digital crisis management and online reputation management will be discussed.

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) In this course, students will have knowledge about the concept and practice of digital public relations.
2 - Skills
Cognitive - Practical
1) Students will be able to develop a digital public relations campaign.
2) Students will be able to manage crisis processes related to their organizations/brands in different new media environments.
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
1) In this course, students learn the concept of digital transformation and the relationship between digital public relations practices.
Competence to Work Independently and Take Responsibility

Course Weekly Plan

Week Subject Related Preparation
1) The concept of public relations and digital transformation process in public relations Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
2) Digital transformation in public relations: web 1.0, 2.0, 3.0, 4.0 Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
3) Digital public relations: components, characteristics, objectives and tools Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
4) Application areas of digital public relations: online crisis communication management Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
5) Application areas of digital public relations: online reputation management Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
6) Reputational impact of crisis: online monitoring methods Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
7) The impact of crisis on reputation: measurement methods Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Topsümer, F., Elden, M., ve Yurdakul, N. Reklam ve Halkla İlişkilerde Hedef Kitle İletişim
8) Midterm exams
9) Application areas of digital public relations: relations with online communities Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
10) Application areas of digital public relations: search engine optimization Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
11) Application areas of digital public relations: social media management Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
12) Application areas of digital public relations: social media management and case studies Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
13) Social monitoring and social listening in digital public relations Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
14) Student presentations
15) Student Presentations
16) Final exam

Sources

Course Notes / Textbooks: Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim
Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil
Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press
References: Yeliz Kuşay Dijital Dünyada Halkla İlişkilerin Dönüşümü Eğitim
Özlem Aşman Alikılıç Halkla İlişkiler 2.0 Efil
Deirdre Breakenridge PR 2.0: New Media, New Tools, New Audiences FT Press

Relationship Between Course and Program Learning Outcomes

Course Learning Outcomes

1

2

3

4
Program Outcomes
1) Knows the basic concepts, theories and methods of public relations and advertising.
2) To have knowledge about social, cultural and political fields such as marketing, psychology, sociology, sociology, philosophy, economics, which are related to the field of public relations and advertising.
3) Knows communication techniques and media strategies related to the promotion of institutions and organizations.
4) Has knowledge about the standards of national and international professional organizations in the field of public relations and advertising, ethical codes and legal regulations related to the field.
5) Has knowledge about social developments and changes in target audience behavior.
6) Has knowledge about business life practices, crisis management processes, occupational health and safety.
7) To be able to plan, create, present and implement campaigns for traditional and digital communication media with a creative and critical approach in accordance with professional ethical principles.
8) Can make media planning for different target groups and different media in the field of public relations and advertising.
9) Can report on public relations and advertising activities.
10) To be able to conduct interdisciplinary scientific research in the field of public relations and advertising and other related fields, analyze data, and plan campaigns according to the data.
11) Can develop original ideas for the communication needs of organizations and manage creative processes with an entrepreneurial and innovative approach.
12) To be able to communicate effectively in at least one foreign language, both orally and in writing.
13) As an individual or team member; has the competence to manage and solve problems, issues, crises related to the field of public relations and advertising.
14) Develop a brand communication strategy for traditional and digital media environments.
15) Can analyze consumer behavior in traditional and digital media with scientific methods and make evaluations for these media.
16) Acts with a sense of social responsibility by following social developments, considering issues such as human rights, professional ethical principles, cultural diversity, economic dynamics, environmental problems and public interest in the projects carried out in the field.

Relationship Between Course and Learning Outcome

No Effect 1 Lowest 2 Low 3 Medium 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Knows the basic concepts, theories and methods of public relations and advertising. 5
2) To have knowledge about social, cultural and political fields such as marketing, psychology, sociology, sociology, philosophy, economics, which are related to the field of public relations and advertising. 3
3) Knows communication techniques and media strategies related to the promotion of institutions and organizations. 5
4) Has knowledge about the standards of national and international professional organizations in the field of public relations and advertising, ethical codes and legal regulations related to the field. 2
5) Has knowledge about social developments and changes in target audience behavior. 4
6) Has knowledge about business life practices, crisis management processes, occupational health and safety. 3
7) To be able to plan, create, present and implement campaigns for traditional and digital communication media with a creative and critical approach in accordance with professional ethical principles. 5
8) Can make media planning for different target groups and different media in the field of public relations and advertising. 5
9) Can report on public relations and advertising activities. 3
10) To be able to conduct interdisciplinary scientific research in the field of public relations and advertising and other related fields, analyze data, and plan campaigns according to the data. 5
11) Can develop original ideas for the communication needs of organizations and manage creative processes with an entrepreneurial and innovative approach. 5
12) To be able to communicate effectively in at least one foreign language, both orally and in writing. 1
13) As an individual or team member; has the competence to manage and solve problems, issues, crises related to the field of public relations and advertising. 3
14) Develop a brand communication strategy for traditional and digital media environments. 5
15) Can analyze consumer behavior in traditional and digital media with scientific methods and make evaluations for these media. 3
16) Acts with a sense of social responsibility by following social developments, considering issues such as human rights, professional ethical principles, cultural diversity, economic dynamics, environmental problems and public interest in the projects carried out in the field. 4

Learning Activities and Teaching Methods

Anlatım
Beyin fırtınası /Altı şapka
Course

Assessment and Evaluation Methods and Criteria

Yazılı Sınav (Açık uçlu sorular, çoktan seçmeli, doğru yanlış, eşleştirme, boşluk doldurma, sıralama)

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Quizzes 1 % 20
Homework Assignments 1 % 20
Midterms 1 % 20
Final 1 % 40
total % 100
PERCENTAGE OF SEMESTER WORK % 60
PERCENTAGE OF FINAL WORK % 40
total % 100

Workload and ECTS Credit Calculation

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Study Hours Out of Class 14 2 28
Homework Assignments 1 10 10
Quizzes 1 20 20
Midterms 1 20 20
Final 1 30 30
Total Workload 150