SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
60413TATOZ-HIR0125	Digital Communications in Public Relations and Advertising	3	Fall	2	1	3	5

Course Type :	Compulsory
Cycle:	Bachelor      TQF-HE:6. Master`s Degree      QF-EHEA:First Cycle      EQF-LLL:6. 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 ANIL SAYAN
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi SERAP BOZKURT Dr. Öğr. Üyesi ANIL SAYAN
Dersin Kategorisi:	Field Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

In the course, it is aimed to learn all processes of digital PR and Advertising, which is produced in electronic media as the content type is different from traditional public relations and advertising, and to increase the skills of mastering the interaction aspect of digital promotion by addressing the issues in terms of consumers who are the target audience of digital public relations and advertising.

Course Content:

Within the scope of the course; digital public relations and advertising campaign processes and planning, sample applications, similarities and differences with traditional media and promotion; Individual / corporate tools and uses of social media applications will be covered.

Course Specific Rules

none

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) He/She discusses the transformation and changes of public relations and advertising before and after digitization.

2) He/she explains the digital communication language, media tools and processes of Public Relations and advertising.

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

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) He/she evaluates the relationship between Public Relations and advertising with digital communication.

2) He/ She explains the effects of digitalization on Public Relations and Advertising.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction to the course	lecture notes
2)	Transmedia Storytelling and Participatory Culture	lecture notes-ppt
3)	Convergence culture and big data	lecture notes-ppt
4)	Digital Strategy	lecture notes-ppt
5)	Influencer Marketing	lecture notes-ppt
6)	Viral Marketing	lecture notes-ppt
7)	Gamification	lecture notes-ppt
8)	Midterm
9)	Social Media Management	lecture notes-ppt
10)	Real Time Marketing	lecture notes-ppt
11)	New Narrative forms in social media	lecture notes-ppt
12)	Social media measurement
12)	Social Media Measurement 2	ppt
13)	Evaluation	ppt
14)	Evaluation	lecture notes-ppt
15)	Final Exam
16)	Final Exams

*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:

Siber Kültür ders sunumları, internet araştırma ve görselleri, akademik çalışmalar.

References:

Kültür ve Toplum; Jeffrey C. Alaxander, Steven Seidman; Çeviri: Nuran Yavuz; Boğaziçi Üniversitesi yayınevi (2013) Dijital Kültür ve İletişim; Dr.Veysel Çakmak, Dr.Selahattin Çavuş; Literatürk(2018) İletişim Çağında Dijital Kültür; Doç.Dr.Mehmet Gökhan Genel; Eğiytim yayınevi (2018) Postmodernizm ve Tüketim Kültürü; Mike Featherstone; Çeviren: Mehmet Küçük; Ayrıntı Yayınları (2013) Dijital Kültür; Charlie Gere, Salon Yayınları (2018) Dijital Çağda İletişim; Suat Gezgin; Eğitim Yayınevi (2018) Yeni Medya ve Dokunmatik Toplum, Deniz Yengin, Derin Yayınları (2014) Dijital Halkla İlişkiler Kavram ve Araçları, Aybike Pelenk Özel, Nuray Yılmaz Sert, Derin Yayınları (2015) Dijital Pazarlama Stratejisi, Simon Kingsnorth, Editör: Doç.Dr.Fahri Apsydın, Çevirmen: Laden Deniz, Nobel Yayınları (2017)

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	1	2	3	1	2	3	4	1	2	3	4	1	2	3	4	5	6	7	8	9	10	11	12
CLO1
CLO2
CLO3
CLO4

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)	He/She comprehends communication in all aspects.	5
	1.1 He/She uses effective communication skills in business life.	5
	1.2 He/She commands of internal communication concepts.	3
	1.3 He/She has ability of written and verbal communication.	4
	1.4 By comprehending the communicatitive meaning of semiotics he/she evaluates possition of it in the field of public relations and advertising	2
	1.5 He/she knowledges about basic business functions.	2
2)	He/She follows the developments in our country and the world.	4
	2.1 He/She interprets the current literature by doing scientific research on Public Relations and Advertising.	4
	2.2 He/She follows innovative developments in the field	3
	2.3 By the knowledge acquired from the Art and History of Civilization lesson he/she realizes creative public relations and advertising campaigns.
3)	To apply the theoretical and conceptual information for the field of Public Relations and Advertising.	4
	3.1 He/She plans the entire process of a public relations campaign	4
	3.2 He/She plans the entire process of an advertising campaign.	3
	3.3 He/She creates a crisis communication plan that includes proactive and reactive measures.	3
	3.4 He/she interprets the theoretical and sectoral applications of traditional and new media planning.	5
4)	Applies the theoretical knowledge in business life during a semester.	4
	4.1 Experiences all processes in business life.	4
	4.2 Takes part in activities related to the field of education in a business operating in the field.	4
	4.3 Questions the application with theoretical knowledge.	5
	4.4 Compiles the knowledge and experience gained in the field.	5
5)	S/he acquires the competencies that develop by the expectations of business world and the society defined as the institutional outcomes of our university on the advanced level in relation with his/her field.	4
	5.1 Acquires the analyzing solving the problems and managing the conflicts.	4
	5.2 Participates as a team member and takes responsibility in the environments that require the solving of the conflicts and acts as a leader when necessary.	4
	5.3 Has awareness for ethical and social responsivity.	5
	5.4 By supporting the learnt courses with quantitative and qualitative data; and by using verbal and visual communication means, s/he transfers them to the groups within and outside his/her group in a systematical and effective way.	4
	5.5 Evaluates the norms and standards present in the works in which s/he takes responsibility in a critical point of view.	4
	5.6 Develops strategical, innovative and entrepreneurial ideas.	5
	5.7 Acquires competence of managing the change.	5
	5.8 Shows development personally and socially with and awareness for lifelong learning.	5
	5.9 Follows advanced technologies and developments about digital transformation.	5
	5.10 Has cultural awareness and s/he transfers this to the groups within and outside his/her field.	4
	5.11 Has awareness about citizenship competency.	5
	5.12 Acquires communication in a Foreign Language (English) competence defined on the level of at least B1 in European Language Portfolio. (In programs whose medium of instruction is English, on the level of B2/B2+).

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
Quizzes	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	2	28
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	0	0	0
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	1	10	10
Total Workload of Teaching & Learning Activities	-	-	38
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	1	10	10
Midterms	1	20	20
Semester Final Exam	1	60	60
Total Workload of Assesment & Evaluation Activities	-	-	90
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			128
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			5