CORPORATE COMMUNICATIONS PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
MYP216	CORPORATE COMMUNICATIONS	4	3	3	4

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	ASSOCIATE DEGREE, TYY: + 5.Level, EQF-LLL: 5.Level, QF-EHEA: Short Cycle
Type of the Course :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Lecturer EBRU CENGİZ
Instructor(s) of the Course Unit	Lecturer ZEHRA SEYİTOĞLU
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	A comprehensive introduction to corporate communication concepts and practices. Economic, social, individual, ethical and legal issues are examined. The aim of this course is to give some informative information on how communication channels between the organization and the society should be used in a way that contributes to the image of the foundation.
Contents of the Course Unit:	The aim of the course is to develop an integrated communication program that includes public relations activities in accordance with the strategies that the business operator has formed and to examine the subheadings related to the management of the implementation process. Institutional Communication and Institution Identity; Corporate Design, Corporate Culture, Corporate Image; Strategic Management and Planning in Corporate Communication; Corporate Advertising; Public relations; Social Responsibility and Ethical Dimension of Corporate Communication.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Can design the entire corporate communication process of an institution.
Evaluate an institution from the perspective of Corporate Communications.
Implements corporate image development studies.
Can analyze the internal communication work of an institution.
He/She can direct the work of crisis communication.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading the related subject in the coursebook	Explaining the course content and the subject of the course, Presentation of the course content and Corporate communication definition	Slide presentation-Oral Expression
2	Reading the related subject in the coursebook	Institutionalization Process, Corporate Concept, Functions and Characteristics of Institutions, Classification of Institutions, Institutionalization, Approach of corporations to Communication, Definition and Scope of Corporate Communication, History of Corporate Communication, Different Approaches in Corporate Communication	Slide presentation-Oral Expression
3	Reading the related subject in the coursebook	Classification of Corporate Communication / Integrated Corporate Communication, Purposes and Functions of Corporate Communication, Titles Used in Corporate Communication, Place of Corporate Communication in the Organization Chart	Slide presentation-Oral Expression
4	Reading the related subject in the coursebook	Definition and Scope of the Concept of Stakeholder, Internal and External Stakeholders, Stakeholder Management, Stakeholder Analysis, Relationship between Stakeholders and the corporations	Slide presentation-Oral Expression
5	Reading the related subject in the coursebook	Core personality of the corporates, Corporate Culture, Corporate Identity, Corporate Image, Corporate Reputation	Slide presentation-Oral Expression
6	Reading the related subject in the coursebook	Internal Communication Concept and its Structure, Informal Communication, Formal Communication, External Communication, Corporate Communication in Terms of Operation	Slide presentation-Oral Expression
7	Reading the related subject in the coursebook	The Concept of Corporate Social Responsibility, Historical Development of Corporate Social Responsibility, Areas Covered by Corporate Social Responsibility, The Place of Corporate Social Responsibility in the Corporate Structure, Social Responsibility Categories	Slide presentation-Oral Expression
8	-	MID-TERM EXAM	-
9	Reading the related subject in the coursebook	Corporate Advertising, Types of Corporate Advertising, Sponsorship, Corporate Communication Purposes of Sponsorship	Slide presentation-Oral Expression
10	Reading the related subject in the coursebook	Written Communication Tools Used in Corporations, Corporate Newspaper, Corporate Magazine, Brochure, Informative Articles, Business Letters	Slide presentation-Oral Expression
11	Reading the related subject in the coursebook	Information Communication Technologies and Corporate Communication, Internet, Intranet, Extranet, Social Media and Corporate Communication	Slide presentation-Oral Expression
12	Reading the related subject in the coursebook	Relations with Media, Using Media as Information Source, Managing Relations with Media and Tools Used	Slide presentation-Oral Expression
13	Reading the related subject in the coursebook	Concept of Crisis, Factors Causing Crisis and Features of Crisis, Types of Crisis, Crisis Management	Slide presentation-Oral Expression
14	Reading the related subject in the coursebook	Corporate Communication and Ethics, Factors Determining Ethical Behavior, Business Ethics, Management Ethics, Corporate Ethics and Corporate Communication	Slide presentation-Oral Expression
15	Reading the related subject in the coursebook	Narration and Corporate Communication, Story, Basic Components of the Story	Slide presentation-Oral Expression
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Z. Beril Akıncı and Bat, Mikail (2013). Corporate Communication from Theory to Practice. İstanbul: Communication Publications.
Okay, Ayla (2013). Corporate Identity. İstanbul: Deep Publications.
Çakar Mengü, S. (2016). Corporate Communications and Professional Brands. Deep Publications.
Steyn, B., and Puth, G. (2000). Corporate communication strategy. Heinemann.
Meral, P. S. (2011). Corporate Identity and Brand. Detail Publications.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Health and medical services related to the level of adequate information matters.				3
2	Health Accounting and health cost management application.					4
3	Health legislation, medical terminology, health institutions, health management, resource planning, health services, marketing, medical terminology and health legislation has the hardware.					4
4	Hospital automation methods are used.				3
5	Health sector related keeps up-to-date information.				3

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The health sector has knowledge about the problems encountered.					4
2	The health industry solutions to problems encountered.				3
3	Knows the health rules and health is prepared according to the rules.					4
4	Hospital management-related decision-making.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The health accounting and cost accounts does.		1
2	Health care duties and liability.	0
3	The hospital uses the automation methods.				3

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Solutions for the problems of health systems issues-knows.				3
2	Health institutions, admission, date, teller, human resources, quality unit, advisory activities.				3
3	Health service offering, producing enterprises.			2

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Teamwork works with volumes effectively.					4
2	Responsibility of the successful and quick format is loaded.				3
3	Knowing the risks of the health field and the field's independent decisions					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Health institutions is bound to know the official institutions.					4
2	Follow current events related to health institutions.				3
3	Health institutions management related training programs, health care institutions are required regarding the information sources.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Provides communication between patient and physician.						5
2	Patient confidentiality is perfect for you.						5
3	Communicates with the patient and the patient's relatives.					4

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The health sector has knowledge of the terminology.				3
2	Health management, health management should have competent information.				3
3	Knowing that good health sector strategic decisions.					4

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	10	5	50
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	5	1	5
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	0	0	0
Mid-Term Exam	0	0	0
Preparation for the Mid-Term Exam	0	0	0
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	30	0	98