| Course Objectives: |
The purpose of this course is to enhance students’ effective communication skills. By addressing the history, fundamental concepts, types, forms, and dimensions of communication, the course aims to establish a strong foundation in both verbal and written communication. Additionally, it focuses on leadership, persuasion, appearance, personal image, and self-presentation as essential components of successful communication in personal, academic, and professional contexts. Students will gain knowledge and experience in utilizing communication tools and methods within strategic and sectoral applications. Topics such as social responsibility, crisis management, and corporate reputation will be explored, providing a practical perspective. Ultimately, the course seeks to improve students’ communication competencies, contributing to their professional and personal development. |
| Course Content: |
The course introduces students to the history, importance, and fundamental concepts of communication while exploring various forms of communication and sectoral applications. Additionally, it aims to develop effective communication skills by focusing on topics such as appearance, personal image, self-presentation, and leadership. Emphasis is also placed on communication tools and methods, as well as persuasion skills, contributing to students’ professional and personal development. |
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:
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| Knowledge
(Described as Theoritical and/or Factual Knowledge.)
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1) This course introduces communication theories and models to provide students with a
deeper understanding of communication processes. By integrating theoretical knowledge
with contemporary examples from daily life and sectoral contexts, students gain both
academic and practical perspectives. They learn fundamental concepts in areas such as
public relations, corporate communication, marketing communication, and advertising,
analyzing communication strategies in these fields. The course addresses communication as
both a theoretical and applied discipline, contributing to the development of students
critical thinking and problem-solving skills.
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| Skills
(Describe as Cognitive and/or Practical Skills.)
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1) This course aims to help students comprehend communication theories and transform
them into practical applications. Topics such as crisis management, corporate social
responsibility, public relations tools, and communication methods are explored both
theoretically and practically. Students learn the theoretical foundations of tools like press
releases and social responsibility campaigns, which are reinforced through workshops and
assignments. By analyzing real-world examples of successful crisis management and
corporate social responsibility, students enhance their analytical thinking and creative
problem-solving skills. By the end of the course, students will have acquired the ability to
translate theoretical knowledge into practical competencies, preparing them for
professional applications.
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| 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.)
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1) As part of this course, students are required to prepare a written project and present it to
the class to enhance their ability to work independently and take responsibility. This
process helps students develop their communication and writing skills, enabling them to
express their ideas in a structured manner. Additionally, by presenting their projects to an
audience, they improve their presentation skills and build confidence in public speaking.
Through this assignment, students learn to take individual responsibility and acquire
effective communication skills that will benefit them in their future professional or
academic endeavors. The project aims to support both their personal and professional
development.
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2) In the Communication Skills course, lessons are delivered through presentations supported
by examples to enhance students' learning experience. Recommended textbooks are
provided to deepen their understanding of the subjects and enrich the course content. To
evaluate students' learning levels and mastery of the topics, formal exams and quizzes are
conducted. These assessments serve as a systematic approach to measure students'
academic performance and contribute to their overall learning process.
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3) Students who take this course develop the ability to communicate effectively and accurately. This includes mastering both verbal and written communication techniques, enabling them to express their messages clearly, concisely, and appropriately. Additionally, they learn to understand communication processes, use communication tools effectively, and adhere to communication norms in various contexts.
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| Week |
Subject |
Materials Sharing * |
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Related Preparation |
Further Study |
| 1) |
Definition, importance and history of communication. |
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| 2) |
Types, forms, levels and dimensions of communication. |
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| 3) |
Basic concepts and principles of communication. |
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| 4) |
Sectoral areas in communication : Public Relations, Corporate Communication, Marketing Communication and Advertising. |
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| 5) |
Communication Tools and Methods / Press Release Workshop. |
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| 6) |
Practical Applications of Communication: Corporate Identity, Corporate Image, Corporate Crisis, Corporate Reputation. |
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| 7) |
The 11 Golden Rules Of Communication : Principles that are essential for establishing effective communication (such as aligning with values, showing respect for the culture of the target audience, exceeding expectations to make a difference, adopting a results-oriented approach) are discussed in detail. |
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| 8) |
Midterm |
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| 9) |
The principles, psychological foundations, and strategies of persuasion in communication. The role of persuasion in shaping beliefs, attitudes, and behaviors will be analyzed. The theoretical framework will draw on the works of Prof. Dr. Çiğdem Kağıtçıbaşı, particularly her insights on individual-society dynamics, and Robert Cialdini’s six principles of persuasion. Students will explore the application of persuasion techniques in everyday life, leadership, public speaking, and marketing, supported by real-life examples. Ethical considerations, such as the distinction between persuasion and manipulation, will also be emphasized.
Through discussions, case studies, and practical exercises, students will develop the ability to apply effective persuasion strategies while maintaining ethical integrity. |
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| 10) |
The essential role of communication in becoming a leader or opinion leader. Students will learn how effective communication strategies help leaders inspire, motivate, and build trust within their teams or communities. The lesson will address key topics, including charismatic communication, storytelling, active listening, and managing conflicts through transparent and empathetic dialogue. Additionally, the ethical responsibilities of opinion leaders and the influence of social media in modern opinion leadership will be discussed.
By the end of the session, students will gain a deeper understanding of how strong communication skills contribute to effective leadership and societal impact. |
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| 11) |
This course module will explore the critical role of effective presentations in communication and equip students with the skills to create and deliver engaging and impactful presentations. The lesson covers all stages of the presentation process, from planning (structuring content and organizing ideas) to delivery techniques such as verbal and nonverbal communication (body language, tone of voice, and eye contact). The aim is to help students overcome public speaking anxiety and strengthen their communication skills, building confidence for both professional and social contexts. Mastering the art of presentation enhances personal expression and serves as a powerful tool for creating meaningful connections with audiences. |
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| 12) |
The critical roles of appearance, personal image, and self-presentation in communication will be explored. Students will learn about the importance of first impressions and the impact of elements such as body language, clothing style, posture, and tone of voice on communication. Additionally, methods and strategies for effectively representing oneself in professional and social settings will be discussed. Emphasizing that visual communication is as powerful as verbal and written communication, the course will provide examples and practical exercises to help students consciously manage their self-presentation. |
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| 13) |
End-of-term project presentations |
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| 14) |
End-of-term project presentations. |
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| Course Notes / Textbooks: |
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| References: |
- Çiğdem Kağıtçıbaşı, Yeni İnsan ve İnsanlar, Evrim Yayınları, 2004.
- Ünsal Oskay, İletişimin ABC’si, İnkilap Yayınları, 2020.
- İrfan Erdoğan, İletişimi Anlamak, Erk Yayınevi, 2005.
- Aysel Aziz, İletişime Giriş, Nobel Akademik Yayıncılık, 2008.
- Joe Navarro, Beden Dili Sözlüğü,Alfa Yayıncılık, 2019.
- Nazife Güngör, İletişim Kuramlar ve Yaklaşımlar, Siyasal Kitabevi, 2022
- Nazife Güngör, İletişime Giriş, Siyasal Kitabevi, 2021
- Filiz Peltekoğlu, Halkla İlişkiler Nedir?, Beta Yayınları, 1998
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Programme Learning Outcomes |
Contribution Level (from 1 to 5) |
| 1) |
Can explain the fundamental concepts, theories, and models of public relations and advertising. |
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| 2) |
Can define ethical rules, legal regulations, and professional standards in the field of public relations and advertising. |
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| 3) |
Can analyze the social, cultural, economic, and political contexts of public relations and advertising. |
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| 4) |
Can develop public relations and advertising campaigns through target audience analysis. |
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| 5) |
Can create innovative communication solutions using traditional and digital media tools. |
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| 6) |
Can evaluate public relations and advertising strategies by conducting effectiveness analysis. |
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| 7) |
Can take responsibility in public relations and advertising projects both individually and in team settings. |
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| 8) |
Can utilize leadership and decision-making skills when determining public relations and advertising strategies. |
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| 9) |
Can follow new trends and technological developments in public relations and advertising. |
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| 10) |
Can generate knowledge in the field of public relations and advertising by using research and analytical skills. |
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| 11) |
Can act in accordance with ethical and social responsibility principles in public relations and advertising. |
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| 12) |
Can plan and implement crisis management, reputation management, and brand management processes. |
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| 13) |
Can establish effective verbal and written communication in public relations and advertising processes. |
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| 14) |
Can develop professional relationships in multicultural and global communication contexts. |
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| 15) |
Can develop digital strategies in public relations and advertising using new media tools. |
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ECTS Information Package / Course Catalogue
