SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
50314TATOZ-HIT0041	Introduction to Public Relations	1	Fall	1	1	2	4

Course Type :	Compulsory
Cycle:	Associate      TQF-HE:5. Master`s Degree      QF-EHEA:Short Cycle      EQF-LLL:5. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi AHU SAMAV UĞURSOY
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi AHU SAMAV UĞURSOY Dr. Öğr. Üyesi SERAP BOZKURT
Dersin Kategorisi:

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

This course aims to help students develop a basic understanding of the role of public relations in contemporary society and organizations.

Course Content:

The course covers the history, principles and practice of public relations. It also examines the various contexts - social, cultural, intellectual and technological - in which practitioners must work, and relates them to the ethical standards of the individual, the profession and society. The course begins by examining the definition of public relations and how it has evolved. It then examines the major principles of PR practice and how they can be applied. It also examines the fields of practice in which PR practitioners work. Various case studies will be used to describe actual PR situations faced by a variety of individuals and organizations.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) Students can explain the concept of public relations, its features and why it is necessary.

2) Realizes and describes the effect and influence of cultural, economic and sociological factors on organizations, PR profession and PR activities

Skills (Describe as Cognitive and/or Practical Skills.)

1) Knows the difference among advertising, propaganda and PR and plans activities according to integrated marketing communications concept.

2) Knows why media and media management are important in PR. Uses the right communication technics when contacting media professionals and chooses the right media channels to send messages when planning PR campaigns.

3) Realizes the importance of social responsibility and organizes events accordingly.

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

1) Knows public relations process and applies steps of PR process when organizing events.

2) Knows basic communication concepts and effective communication technics and applies these technics in professional life.

3) Knows necessary verbal, written and audial technics for corporate communication and applies them when planning PR campaigns.

4) Knows the elements of corporate communication and uses the right commnunication technics with internal and external target audiences.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	e	e
2)	e	e
3)	e	e
4)	e	e
5)	e	e
6)	e	e
7)	i	e
8)	i	-
9)	e	e
10)	e	i
11)	i	i
12)	e	i
13)	e
14)	i
15)	i

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:	• İmaj Mühendisliği Vizyonundan Halkla İlişkiler, Gönül Budak- Gülay Budak • Halkla İlişkiler Kavram, Strateji ve Uygulamaları, Ayla Okay, Aydemir Okay • Halkla İlişkilerin Elkitabı, Alison Theaker • Halkla İlişkiler Uygulamaları, Ceyda Aydede • Halkla İlişkiler Nedir? Filiz Balta Peltekoğlu
References:	Derste işlenen konularla ilgili olarak; gazete haberleri, ses dosyaları, videolar. Newspapers, audio files and videos related to subjects covered during the course.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

(The matrix below shows how the course learning outcomes (CLOs) associates with programme learning outcomes (both KPLOs & SPLOs) and, if exist, the level of quantitative contribution to them.)

Relationship Between CLOs & PLOs

(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )

CLOs/PLOs	KPLO 1						KPLO 2						KPLO 3							KPLO 4				KPLO 5
	1	2	3	4	5	6	1	2	3	4	5	6	1	2	3	4	5	6	7	1	2	3	4	1	2	3	4	5	6	7	8	9
CLO1
CLO2
CLO3
CLO4
CLO5
CLO6
CLO7
CLO8
CLO9

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Explain the basic, theoretical and practical information in the field of Public Relations and Publicity.	5
	1.1 Analyze the new concepts of the developing and changing world	5
	1.2 Recognizes the communication instruments belonging to the field.	4
	1.3 To relation between the signified and signifier showed through semantics.	3
	1.4 Knows the public relations campaign processes.	5
	1.5 Explain the compliance relationship of the activity with the campaign.	4
	1.6 Understands the importance of press relations.	5
2)	Knows the communication studies according to the rules and practices of Public Relations and Publicity.	5
	2.1 Determines the changing needs of the society, the expectations and uses them in the project.	5
	2.2 Manages the formation of corporate identity, change and the areas it affects.	1
	2.3 Performs message generation suitable for the intended purpose.	2
	2.4 Supports turnover growth with new market creation, launch and relaunching activities.	2
	2.5 Prepares social responsibility studies according to the area where healthy communication is needed.	2
	2.6 Creates a press release by mastering the language of the Corporation.	2
3)	Identify the communication tools appropriate for Public Relations and Publicity.	2
	3.1 Uses mass media to deliver the message to the right audience.	2
	3.2 Knows the effect of art fields in communication studies.	3
	3.3 Knows the message value and effect of the photo.	2
	3.4 Recognize the differences of propaganda, advertising and public relations tools.	2
	3.5 Takes part in representation areas such as press spokesperson and corporate spokesperson.	1
	3.6 Makes planning compatible with media budget.	2
	3.7 Uses the necessary information to measure the impact of communication.	2
4)	Applies the theoretical knowledge learned in business life for a semester.	1
	4.1 Experiences all processes in business life.	1
	4.2 Takes part in activities related to the field of education in a business operating in the field.
	4.3 Questions the application with theoretical knowledge.	2
	4.4 Compiles the knowledge and experience gained in the field
5)	Acquires the competencies defined as the institutional outcomes of Beykoz University on the basic level, inline with the expectations of business world and the society.	3
	5.1 Acquires competency of analyzing and solving the problems.	3
	5.2 Has awareness for ethical and social responsibility.	2
	5.3 Takes responsibility as a team member in works and operations of his/her field.	2
	5.4 Is aware of written, verbal communication and interaction.	3
	5.5 Follows the developments of advanced technology and digital transformation.	3
	5.6 Acquires the awareness for lifelong learning.	4
	5.7 Has awareness about citizenship competency.	2
	5.8 Evaluates the developments of his/her field with the understanding of an entrepreneu	2
	5.9 Acquires communication in a Foreign Language (English) competence defined on the level of at least A2 in European Language Portfolio. (In programs whose medium of instruction is English, on the level of B1).

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Problem Solving
Demonstration
Views
Laboratory
Reading
Homework
Project Preparation
Thesis Preparation
Peer Education
Seminar
Technical Visit
Course Conference
Brain Storming
Questions Answers
Individual and Group Work
Role Playing-Animation-Improvisation
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Final Exam
Quiz
Report Evaluation
Homework Evaluation
Oral Exam
Thesis Defense
Jury Evaluation
Practice Exam
Evaluation of Implementation Training in the Workplace
Active Participation in Class
Participation in Discussions

Relationship Between CLOs & Teaching-Learning, Assesment-Evaluation Methods of the Course

(The matrix below shows the teaching-learning and assessment-evaluation methods designated for the course unit in relation to the course learning outcomes.)

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Homework Assignments	2	% 20.00
Midterms	1	% 30.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	1	14
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	10	1	10
Presentations / Seminar	0	0	0
Project	2	9	18
Homework Assignments	2	8	16
Total Workload of Teaching & Learning Activities	-	-	58
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	2	0	0
Midterms	1	12	12
Semester Final Exam	1	21	21
Total Workload of Assesment & Evaluation Activities	-	-	33
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			91
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			4