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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 Face to face
Coordinator of the Course Unit Assist.Prof.Dr. LOKMAN KANTAR
Instructor(s) of the Course Unit

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

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Define basic concepts related with banking, insurance and finance.
0
2
Relates the theoretical and practical knowledge in the field to economics, business, law, statistics, accounting and marketing
0

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate banking and insurance applications to financial theories, mathematical and statistical methods.
0
2
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
0

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the planning and implementation process in banking and insurance transactions.
0
2
Provide solutions for the problems encountered in banking and insurance transactions.
0

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use theoretical and practical knowledge in the field of banking and insurance transactions.
0
2
By analyzing economic data accurately, manage savings and portfolio investments to minimize financial risks.
0

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
He/She works as a leader or a team member in a teamwork from the planning of the banking transactions to the implementation and performs the task assigned to them within the team.
0

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Gain the basic knowledge necessary for the planning process of banking and insurance activities and human resources performance management.
0
2
Use the computer programs related with field in banking and insurance transactions.
0

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Cooperate to bring innovative ideas to the stakeholders in the sector using banking insurance-related databases, information and communication technologies.
0
2
Research on scientific, sectoral developments and innovations related to the field with lifelong learning as a principle.
2

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze financial data related to his / her field.
0
2
Apply knowledge and skills related to his / her field by taking into account his legal, social and ethical responsibilities.
2

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
Total Workload of the Course Unit 130
Workload (h) / 25.5 5,1
ECTS Credits allocated for the Course Unit 5,0