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Information
| Code | GZS310 |
| Name | MEDIA AND ADVERTISEMENT |
| Term | 2024-2025 Academic Year |
| Semester | 6. Semester |
| Duration (T+A) | 1-1 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 1 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN |
| Course Instructor |
1 2 |
Course Goal / Objective
The aim of this course is to introduce marketing communication tools (advertising, public relations, sales promotion, etc.) and explain how they are used. To explain how marketing communication strategies are created and implemented. To discuss the elements necessary for these strategies to be effective through lectures supported by examples. To teach media and marketing communication processes, planning, execution and evaluation stages and to provide students with an understanding of how these processes are managed.
Course Content
Marketing Communication Concept and Scope, Integrated marketing communication, Promotion concept, Advertising and Public Relations concept
Course Precondition
None
Resources
Odabaşı, Y. , Oyman, M. (2019). Pazarlama İletişimi Yönetimi. 3. Baskı, İstanbul: Mediacat Elden, M. Yeygel, S. Ulukök, Ö. (2021). Şimdi Reklamlar. İstanbul: İletişim Yayınları
Notes
Related articles and electronic resources.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Interprets the importance and scope of marketing communication. |
| LO02 | Defines marketing communication and its elements. |
| LO03 | Describes the integrated marketing communication approach and the reasons for its development. |
| LO04 | Describe the objectives and functions of advertising and how advertising works |
| LO05 | Describes the history of the concept of public relations and recognizes public relations models. |
| LO06 | Question changes in consumers and their effects on marketing communication practices. |
| LO07 | Recognizes the Advertising and Public Relations campaign design process. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Has knowledge about the concepts and professional rules related to the profession and field of journalism. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Has knowledge about news production, consumption and distribution processes, news sources, news / media text types. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Understands theories, models and approaches related to media and communication systems. | 3 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Gains knowledge of the legal framework of journalism in Turkey and internationally, legal rights of journalists, press professional principles and ethical codes. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Conducts scientific research in the field of social and human sciences, especially communication and media. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Gains the ability to use and develop traditional and new/digital communication technologies, computer and information systems. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Produces written, visual and audio content for traditional and digital journalism/media environments. | 3 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Synthesizes the concepts/fields of society, culture and communication. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Apply democratic rules, human rights and communication rights to promote social reconciliation and peace. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Works individually and collectively in professional life. | 3 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Critically examines the agenda and innovations of local, regional, national and international media from new perspectives. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | To be aware of media literacy and evaluate traditional and digital media content with critical approaches. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | To be able to master the professional, commercial and legal processes of journalism and media organizations, current and emerging business models. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Recognizes the otherizing, discriminatory and hateful discourses in the media and society and stands against such discourses. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Thanks to theoretical and practical knowledge, he/she participates in decision-making mechanisms both in the media organization where he/she works and in the society where he/she lives. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Follows cultural, artistic and scientific activities related to the field. | |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Produces solutions to problems in the functioning of journalism/media organizations. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Is competent in new generation journalism types and practices. | |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Assumes duties such as press consultancy, communication coordinator, press consultancy, communication manager in various institutions and organizations. | |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Pay attention to work and worker safety within the framework of laws and regulations. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketing Communications and Integrated Marketing Communications | Reading of literature | Öğretim Yöntemleri: Anlatım |
| 2 | Advertising, Types of Advertising, Functions of Advertising | Reading of literature | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Advertising objectives and advertising models | Reading of literature | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Advertising and Consumer Behavior | Reading of literature | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Positioning and Positioning Strategies | Reading of literature | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Market and Target Audience Analysis | Reading of literature | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Creative strategy in advertising | Reading of literature | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Advertising Planning Process | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 10 | The Concept of Public Relations | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 11 | History of Public Relations in the World and Turkey | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 12 | Public Relations Models | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 13 | Functions of Public Relations | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 14 | Crisis Communication and Management | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 15 | Marketing Public Relations | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 16 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Proje / Tasarım |
| 17 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Proje / Tasarım |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 1 | 4 | 4 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 8 | 8 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 92 | ||
| Total Workload / 25 (h) | 3,68 | ||
| ECTS | 4 ECTS | ||