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	Prof. SEZER CİHAN KESKEN
Instructor(s) of the Course Unit
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 historical development process of Aviation Management.	0
2	Use computer programs related to Aviation Transportation.	0
3	Define basic concepts related with aviation management.	0

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.			2
2	Classify the relationship between the basic functions of the business and the interactions between these functions.	0
3	Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.			2
4	Explain the concepts of entrepreneurship and innovation with the field.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Manage operational activities related to the airline.	0
2	Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.			2

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Prepare written agreements with relevant institutions in accordance with the legislation.		1
2	Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.	0
3	Manage all phases from planning to implementation of aviation operations as a member of a team.		1
4	Cooperate with stakeholders related to air transport.					4
5	Develop the modern techniques and tools necessary for applications related to the field.		1

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Execute a study in his/her field independently.				3
2	Decide as an individual or a team member to solve the problems encountered in applications related to the field.				3

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluate advanced knowledge and skills in his/her field with a critical approach.						5
2	Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.		1

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Communicate with people and institutions related to the field in writing and verbally.						5
2	Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.				3
3	Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.						5

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Manage airports and terminal operations efficiently using aviation and business information.				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