Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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HRY327 | MEDIA PLANNING IN PUBLIC RELATIONS | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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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 | Assist.Prof. HANDE ULUSOY |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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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) |
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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 |
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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 |
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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 |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Interpret basic concepts, fields of study, theories and approaches in media.
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3 | |||||
2 |
Describe current information in the field by relating them with communication theories.
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1 | |||||
3 |
Explain basic concepts regarding communication sciences.
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1 |
KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Interpret current events, political, cultural and economic developments by using the theoretical knowledge gained in the field within a critical context.
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1 | |||||
2 |
Associate knowledge and facts in the field with
Law, Sociology, Advertisement, Cinema and Economy.
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1 |
SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Identify new strategy and methods for the technical infrastructure and content of the types of television news and programs.
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2 | |||||
2 |
Assemble theoretical knowledge gained in the field to the technology in present day.
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0 |
SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Create creative contents in the field.
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1 | |||||
2 |
Interpret theoretical and applied knowledge gained in the field.
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1 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Create TV Programs for several audiences by sharing the knowledge and experiences on it.
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1 | |||||
2 |
Perform as a leader or a team member in teamwork from the news production to presentation stage by fulfilling assigned tasks.
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0 |
OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Identify basic knowledge regarding the production stages of media and technical infrastructure and creative approaches.
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4 | |||||
2 |
Research for developments, changes and innovations in the field by taking the lifelong learning as a principle.
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1 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Create new ideas and new products in collaboration with the stakeholders in the field of programming and journalism.
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3 | |||||
2 |
Organize projects and activities for the social environment with the awareness of social responsibility following the national and international cases.
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0 | |||||
3 |
Explain written, verbal and visual studies in the field by following the agenda.
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2 |
OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Apply knowledge and skills gained in the field by taking legal, social and ethical responsibilities into consideration.
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2 | |||||
2 |
Show skills as in using camera, editorial process control, team leadership and producing creative content that are features of a professional.
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2 |
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 |
Total Workload of the Course Unit | 130 | ||
Workload (h) / 25.5 | 5,1 | ||
ECTS Credits allocated for the Course Unit | 5,0 |