CORPORATE COMMUNICATION PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HIT213	CORPORATE COMMUNICATION	3	3	3	6

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assoc.Prof. SARP BAĞCAN
Instructor(s) of the Course Unit	Assist.Prof. İLKNUR GÜMÜŞ
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This course aims to familiarize students with the basic concepts related to corporate communication which will be used within the scope of a corporate communication program and to analyze the related programs.
Contents of the Course Unit:	Contents of the course include the subjects as in acknowledgement of the structure of institutions, classification of stakeholders, familiarisation with the concepts of corporate communication, interpreting communication with customers, comparison of internal and external communication, analysis of approaching ways to the stakeholder.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explain the concept of corporate communication correctly
Explain the stages of corporate communication through a case study
Summarize the communication between the target audience and the stakeholders in a communication program according to the elements of corporate communication
Classify at least 4 of the stakeholders need to interact with corporate communication
Use at least 2 different approaches in literature to eliminate communication barriers in a communication program
Analyze and compare the corporate communication activities implemented by famous institutions in the past

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading the related subject in the coursebook	Presentation of the course content	Lecture & Question and Answer
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	Lecture & Question and Answer
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	Lecture & Question and Answer
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	Lecture & Question and Answer
5	Reading the related subject in the coursebook	Core personality of the corporates, Corporate Culture, Corporate Identity, Corporate Image, Corporate Reputation	Lecture & Question and Answer
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	Lecture & Question and Answer
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	Lecture & Question and Answer
8	-	MID-TERM EXAM	-
9	Reading the related subject in the coursebook	Corporate Advertising, Types of Corporate Advertising, Sponsorship, Corporate Communication Purposes of Sponsorship	Lecture & Question and Answer
10	Reading the related subject in the coursebook	Written Communication Tools Used in Corporations, Corporate Newspaper, Corporate Magazine, Brochure, Informative Articles, Business Letters	Lecture & Question and Answer
11	Reading the related subject in the coursebook	Information Communication Technologies and Corporate Communication, Internet, Intranet, Extranet, Social Media and Corporate Communication	Lecture & Question and Answer
12	Reading the related subject in the coursebook	Relations with Media, Using Media as Information Source, Managing Relations with Media and Tools Used	Lecture & Question and Answer
13	Reading the related subject in the coursebook	Concept of Crisis, Factors Causing Crisis and Features of Crisis, Types of Crisis, Crisis Management	Lecture & Question and Answer
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	Lecture & Question and Answer
15	Reading the related subject in the coursebook	Narration and Corporate Communication, Story, Basic Components of the Story	Lecture & Question and Answer
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Akıncı Vural, Z. B. ve Bat, M. (2015). Kurumsal İletişim. İletişim Yayınları
Savaş, S. (2015). Bütünleşik Kurumsal İletişimin Bir Unsuru Olarak Çerçeveleme. Akdeniz İletişim, 24: 148-167
Cowan, D. (2017). Strategic Internal Communication: How to Build Employee Engagement and Performance. Kogan Page
Steyn, B., ve Puth, G. (2000). Corporate communication strategy. Heinemann.
Cornelissen, J. P. (2014). Corporate Communication. SAGE publications
Savaş, S. (2020). İmaj üretiminde dijital medya'nın rolü: Kurumların oluşturmaya çalıştıkları imajın tüketiciye ne oranda yansıdığına yönelik bir çalışma. Doktora Tezi. İstanbul Üniversitesi.
Savaş, S. (2020). Krizleri İtibar Üzerinden Okumak. Şükran Güzin Ilıcak Aydınalp (ed.) Farklı Yönleri ile Kriz ve İletişimi içinde (103-126). Ankara: Nobel Yayınları
Yusuf Yüksel (2013). Kurumsal İletişim Üzerine: Geçmişi, Bugünü ve Geleceği. İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi, 6(13), 13-39.
Elden, M. (2013). Reklam ve Reklamcılık. İstanbul: Say Yayınları
Çakar Mengü, S. (2016). Kurumsal İletişim ve Profesyonel Markalar. Derin Yayınları

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	Describe basic communication theories with the knowledge gained in public relations and publicity.		1
2	List the main features of communication in items.				3
3	Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.			2
2	Evaluate the knowledge related to social and natural sciences and produce projects in professional life.		1
3	Tell the basic concepts of public relations and advertising in detail.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyze and evaluate social events at national and international level in the light of current debates.	0
2	Use the leadership, communication and presentation skills in occupational events.					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Follow the innovations in the field of communication and important written and oral communication tools related to the field.						5
2	Write press releases for the purpose of introducing the institution he/she works at or owns.						5
3	Create communication programs within the public relations and advertising campaign.			2

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.			2

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluate the planning processes of past communication programs, public relations and advertising practices.			2

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use communication techniques in the right place, environment and time.						5

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Plan communication programs in the awareness of ethical values in the professional work.						5

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	14	3	42
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	12	4	48
Assignment (Homework)	0	0	0
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	1	11	11
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	8	8
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	44	0	153