| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | 190500207103 | PUBLIC RELATIONS RESEARCH AND CAMPAIGN ANALYSIS | Compulsory | 4 | 7 | 4 |
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| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| To convey the strategic planning and management process required to develop and execute the communication campaign. |
| Name of Lecturer(s) |
| Dr. Hakan Irak |
| Learning Outcomes |
| 1 | Demonstrate the ability to conduct research that will form the basis for a communication project. | | 2 | Demonstrate the ability to conduct research that will form the basis for a communication project. | | 3 | Develops the most appropriate communication mix (advertising, public relations, sales promotion, direct marketing, personal selling) and tactics suitable for this mix. | | 4 | Develops the most appropriate communication mix (advertising, public relations, sales promotion, direct marketing, personal selling) and tactics suitable for this mix. | | 5 | Can plan all steps (situation and stakeholder analysis, goal setting, target audience determination, strategy and tactic creation, media plan, budgeting and measurement-evaluation) in a campaign process. | | 6 | Can plan all steps (situation and stakeholder analysis, goal setting, target audience determination, strategy and tactic creation, media plan, budgeting and measurement-evaluation) in a campaign process. | | 7 | It can take an active role in the campaign creation process, which will provide pre-sector experience. | | 8 | It can take an active role in the campaign creation process, which will provide pre-sector experience. |
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| Mode of Delivery |
| Daytime Class |
| Prerequisites and co-requisities |
| NONE |
| Recommended Optional Programme Components |
| NONE |
| Course Contents |
| The content of this course is designed to provide an overview and understanding of the strategic planning and management process necessary to develop and execute a communication campaign. |
| Weekly Detailed Course Contents |
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| 1 | Introduction. Informing about the content of the lesson Towards the 'big idea': Idea-finding exercise Forming groups Case analysis (examination of positive, negative and missing aspects) | | | | 2 | Making agency presentations and receiving feedback Discussing the concept of 'consumer insight' | | | | 3 | Discussing the concept of 'consumer insight' Integrated Campaign Planning Steps: Identifying BPI current headlines and sharing them with groups Step 1: Situation Analysis | | | | 4 | Revised agency presentations and feedback Advertising appeals Sharing the campaign brief of the term project | | | | 5 | De-brief Identifying secondary research content Step 2: Identifying stakeholders and target audiences | | | | 6 | De-brief Identifying secondary research content Step 2: Identifying stakeholders and target audiences | | | | 7 | Presentation of secondary research results Determination of primary research content Step 4: Determination of Campaign Strategy | | | | 8 | Midterm Exam | | | | 9 | Presentation of 'Big Idea' and strategy 5. Design of campaign tactics Case study | | | | 10 | Tactics Step 6: Establishing the budget | | | | 11 | Presentations of post revision tactics Step 7: Implementation. Step 8: Campaign evaluation | | | | 12 | Campaign presentation including media plan and budget Quiz-BPI current issues presentation | | | | 13 | Final Presentations | | | | 14 | Final Presentations | | |
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| Recommended or Required Reading |
| Ogden J.: Developing a Creative and Innovative Integrated Marketing Communication Plan (1st Ed. Prentice Hall,1998) |
| Planned Learning Activities and Teaching Methods |
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| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | NONE |
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| Workload Calculation |
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| Midterm Examination | 1 | 8 | 8 |
| Final Examination | 4 | 14 | 56 |
| Attending Lectures | 1 | 14 | 14 |
| Self Study | 1 | 14 | 14 |
| Individual Study for Mid term Examination | 2 | 14 | 28 |
| Individual Study for Final Examination | 1 | 14 | 14 |
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| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 5 | 4 | 1 | 1 | 3 | 2 | 4 | 4 | 3 | 4 | 1 | 2 | 4 | 5 | 3 | 5 | 4 | 2 | 4 | 1 | 1 | 1 | 1 | 2 | 2 | | LO2 | 5 | 4 | 1 | 1 | 4 | 2 | 5 | 3 | 4 | 4 | 1 | 2 | 5 | 4 | 3 | 3 | 4 | 1 | 3 | 1 | 1 | 1 | 1 | 2 | 2 | | LO3 | 5 | 4 | 1 | 1 | 3 | 2 | 4 | 4 | 3 | 4 | 1 | 2 | 5 | 4 | 3 | 3 | 4 | 2 | 3 | 1 | 1 | 1 | 1 | 2 | 2 | | LO4 | 5 | 4 | 1 | 1 | 3 | 2 | 4 | 3 | 3 | 4 | 1 | 2 | 5 | 5 | 2 | 2 | 4 | 2 | 3 | 1 | 1 | 1 | 1 | 3 | 3 | | LO5 | | | | | | | | | | | | | | | | | | | | | | | | | | | LO6 | | | | | | | | | | | | | | | | | | | | | | | | | | | LO7 | | | | | | | | | | | | | | | | | | | | | | | | | | | LO8 | | | | | | | | | | | | | | | | | | | | | | | | | |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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226 13 14 • e-mail: info@igdir.edu.tr
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