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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 |
| Label | E Elective |
| 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 | Defines the concepts and professional rules related to the profession and field of journalism. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines news production, consumption and distribution processes, news sources, news / media text types. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | List the theories, models and approaches related to media and communication systems. | 3 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Outlines the legal framework of journalism in Turkey and internationally, the legal rights of journalists, press professional principles, and ethical codes. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Designs scientific research in the field of social sciences and humanities, especially communication and media. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Compares traditional and new/digital communication technologies, computers and information systems. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Prepares written, visual and audio content for traditional and digital journalism/media environments. | 3 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Discusses the concepts/areas 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 | Supports individual and collective work in professional life. | 3 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Critically discusses the agenda and innovations of local, regional, national and international media with new perspectives. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Examines traditional and digital media contents with critical approaches with media literacy competence. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Describe the professional, commercial and legal processes of journalism and media organizations, current and emerging business models. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Criticizes otherizing, discriminatory and hateful discourses in the media and society. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Through theoretical and practical knowledge, he/she supports 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 | Supports cultural, artistic and scientific activities related to the field. | |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Design solutions to problems in the functioning of journalism/media organizations. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Applies new generation journalism technologies. | |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Performs duties such as press consultancy, communication coordination, press advisory, and communication management in various institutions and organizations. | |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Supports 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 | ||