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 : | , TYY: + , EQF-LLL: , QF-EHEA: |
Type of the Course : | Elective |
Mode of Delivery of the Course Unit | - |
Coordinator of the Course Unit | |
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 |
Define the basic concepts of aeronautical standards and rules. (Bloom 1)
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0 |
KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Organize teamwork during the collection, interpretation, announcement and application of data related to the field. (Bloom 6)
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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 |
Perform theoretical and practical knowledge related to his/her field in business life using analytical methods and modeling techniques. (Bloom 4)
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0 | |||||
2 |
Choose updated documents, modern techniques and tools required for maintenance applications. (Bloom 2)
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0 | |||||
3 |
Use maintenance manuals and other sources of information in business life to obtain information about the field
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0 | |||||
4 |
Determine the actualities of all technical and administrative documents related with the field. (Bloom 1)
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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 |
Use computer software, information and communication technologies at the level required by the field
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0 | |||||
2 |
Interpret the sketches, scheme, graphics that describe the subject. (Bloom 2)
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0 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Develop solutions for problems faced during application. (Bloom 6)
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1 |
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 |
Determine the learning requirements related with his/her field. (Bloom 3)
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1 | |||||
2 |
Use the lifelong learning principles in occupational development. (Bloom 3)
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3 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Apply the technical drawing knowledge effectively in business life. (Bloom 3)
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0 | |||||
2 |
By informing the relevant persons and institutions about the related field; state his / her thoughts and suggestions for solutions in the field.
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0 | |||||
3 |
Debate his/her ideas and solution suggestions with experts by supporting them with quantitative and qualitative data. (Bloom 2)
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2 | |||||
4 |
Participate in training related to the field at international level. (Bloom 3)
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0 | |||||
5 |
Organize activities for the professional development of employees under his/her responsibility. (Bloom 6).
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4 |
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 |
Use the knowledge and skills obtained during undergraduate education in work life. (Bloom 3)
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0 | |||||
2 |
Solve the problems encountered in his/her field. (Bloom 3)
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1 | |||||
3 |
Apply the necessary culture of behavior in the areas of quality management and processes and environmental protection and occupational safety (Bloom 3)
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0 | |||||
4 |
Locate the awareness of safety factor to himself and to the team. (Bloom 1
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0 |
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 |