MEDIA PLANNING IN PUBLIC RELATIONS PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HRY327	MEDIA PLANNING IN PUBLIC RELATIONS	5	3	3	5

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 :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assoc.Prof. EMEL TOZLU ÖZTAY
Instructor(s) of the Course Unit	Assist.Prof. MEHMET EMİN BEGTİMUR-Assist.Prof. SİNEM EYİCE BAŞEV
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This course aims to provide the students with the knowledge and skills to use the media efficiently, to analyze the media planning processes and to prepare the right media plan in order to transmit the messages to be delivered to the target audience at the right time through the most suitable media in public relations campaigns.
Contents of the Course Unit:	The contents of the course include the subjects such as basic concepts related to Public Relations and Media Planning; Media types; Relation between Advertising, Public Relations and Marketing; Media Planning processes; the way of work of Media Planning Agencies and the programs they use; use of media in public relations campaigns and crisis management; Media Planning in Public Relations; Internet Media and Digital Media Planning.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Define the concepts related to public relations and media planning.
Explain the importance of media planning for public relations.
Debate media strategies in public relations campaigns and crisis management.
Integrate the theoretical knowledge gained in the fields of public relations, advertising and marketing into the Media Planning stages.
Prepare media plan by using media planning methods in public relations campaigns.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	-	Introduction to the objective of the course and the syllabus. Introducing main and supplementary books of the course, assessment and evaluation, Public Relations and Media Planning	Lecture & Question and Answer & Discussion
2	Reading	What is Public Relations? What is Media?, What are the Functions of Media and Media Planning? What is Advertisement? Conceptual Framework	Presentation / Lecture & Question and Answer & Discussion
3	Reading	The target group in Public Relations and Media Planning	Presentation / Lecture & Question and Answer & Discussion
4	Reading	Media Planning and procurement concepts, types of Media, submission of the practical assignment	Presentation / Lecture & Question and Answer & Discussion
5	Reading	Media Planning stages and main parameters of Media Planning	Presentation / Lecture & Question and Answer & Discussion
6	Reading	Media Planning agencies and programs	Presentation / Lecture & Question and Answer & Discussion
7	Reading	Important points in Public Relations, Media Planning	Presentation / Lecture & Question and Answer & Discussion
8	-	MID-TERM EXAM	-
9	Reading	General Revision	Presentation / Lecture & Question and Answer & Discussion
10	Reading	Discussion on the questions of the Midterm Exam, Digital Media Planning and Public Relations	Presentation / Lecture & Question and Answer & Discussion
11	Reading	Public Relations and Online Media (Blog, Social Networks)	Presentation / Lecture & Question and Answer & Discussion
12	Reading	Examples of Successful Public Relations and Media Planning (Sectoral)	Presentation / Lecture & Question and Answer & Discussion
13	Reading	Examples of Successful Public Relations and Media Planning (Sectoral)	Presentation / Lecture & Question and Answer & Discussion
14	Assignment Preparation	Preparation of Media Plan in Public Relations campaigns, Presentation of the Assignments	Presentation / Lecture & Question and Answer & Discussion
15	Reading	General Revision	Presentation / Lecture & Question and Answer & Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Asna, A. (2006). Kuramda ve Uygulamada Halkla Iliskiler. Pozitif Publications, Istanbul
Okay, A. & Okay, A. (2007). Halkla Iliskiler ve Medya. Mediacat Books, Istanbul
Ozkundakci, M. (2014). Ucu Bir Arada Reklamciliga Giris, Medya Planlama, Kreatif Dusunce. Hayat Publications, Istanbul
Scot, D.M. (2010). Pazarlamanin iletisimin yeni kurallari: Alicilara dogrudan ulasmak icin basin bultenleri, bloglar, pod yayini, viral pazarlama online medyadan nasil faydalanilir?. (N.Ozatas, Trns.) MediaCat Books, Istanbul

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	Explain the basic concepts in the field and the basic disciplines arising from these concepts.					4
2	Compare current theories in the field and communication theories.		1

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Solve problems related to the field by identifying problems related to the field.				3
2	Compares the information and facts in the field with the fields of social sciences such as Sociology, Journalism, Television and Media.		1

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	By graduating from this department, conduct analysis in fields like public relations, advertisement and marketing.				3
2	Using field knowledge, identify and solve problems related to field.				3

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply the projects in line with the field of campaign analysis, in line with the communication plan to be prepared.					4
2	By using theoretical and practical knowledge gained in his field, solve the problems of public relations and advertising industry.				3

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Taking part in public relations campaigns and advertising projects, implements the duties assigned to them within the team.					4
2	Create original and innovative strategies by approaching the field dynamics creatively and critically with an integrated viewpoint.				3
3	Designs a communication plan by taking responsibility in case of problems related to the field.				3

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Describe creative production, presentation and persuasion techniques to support the professional expertise.				3
2	Analyze the developments, changes and innovations in his field and gices an example.						5

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Effectively explain his/her opinion in the context of advertising, public relations, marketing, etc. to related persons and institutions in writing and verbal.					4
2	Designs projects and activities for the social environment in which they live with the consciousness of social responsibility.				3

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Determine career goals by establishing cooperation with the sector in line with the information he/she has.				3
2	Analyze and interpret the social and global impacts of issues related with communication.					4
3	Design new knowledge and techniques using technical and theoretical knowledge and skills related to his / her field.				3

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	13	2	26
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
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	7	5	35
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	5	5	25
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	41	0	130