Dersin Kodu | Dersin Adı | Dersin Türü | Yıl | Yarıyıl | AKTS | 190500207103 | PUBLIC RELATIONS RESEARCH AND CAMPAIGN ANALYSIS | Zorunlu | 4 | 7 | 4 |
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Dersin Seviyesi |
Lisans |
Dersin Amacı |
To convey the strategic planning and management process required to develop and execute the communication campaign. |
Dersi Veren Öğretim Görevlisi/Görevlileri |
Dr. Hakan Irak |
Öğrenme Çıktıları |
1 | Demonstrate the ability to conduct research that will form the basis for a communication project. | 2 | Develops the most appropriate communication mix (advertising, public relations, sales promotion, direct marketing, personal selling) and tactics suitable for this mix. | 3 | 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. | 4 | It can take an active role in the campaign creation process, which will provide pre-sector experience. |
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Öğrenim Türü |
Daytime Class |
Dersin Ön Koşulu Olan Dersler |
NONE |
Ders İçin Önerilen Diğer Hususlar |
NONE |
Dersin İçeriği |
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. |
Haftalık Ayrıntılı Ders İçeriği |
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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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Ders Kitabı / Malzemesi / Önerilen Kaynaklar |
Ogden J.: Developing a Creative and Innovative Integrated Marketing Communication Plan (1st Ed. Prentice Hall,1998) |
Planlanan Öğrenme Aktiviteleri ve Metodları |
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Değerlendirme | |
Midterm Examination | 1 | 100 | TOPLAM | 100 | |
Final Examination | 1 | 100 | TOPLAM | 100 | Term (or Year) Learning Activities | 40 | End Of Term (or Year) Learning Activities | 60 | TOPLAM | 100 |
| Dersin Sunulduğu Dil | Turkish | Staj Durumu | NONE |
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İş Yükü Hesaplaması |
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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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Program ve Öğrenme Çıktıları İlişkisi |
ÖÇ1 | 5 | 4 | 1 | 3 | 2 | 4 | 4 | 3 | 4 | 1 | 2 | 4 | 5 | 3 | 5 | 4 | 2 | | | 4 | 1 | 1 | 1 | | 1 | 2 | 2 | ÖÇ2 | 5 | 4 | 1 | 4 | 2 | 5 | 3 | 4 | 4 | 1 | 2 | 5 | 4 | 3 | 3 | 4 | 1 | | | 3 | 1 | 1 | 1 | | 1 | 2 | 2 | ÖÇ3 | 5 | 4 | 1 | 3 | 2 | 4 | 4 | 3 | 4 | 1 | 2 | 5 | 4 | 3 | 3 | 4 | 2 | | | 3 | 1 | 1 | 1 | | 1 | 2 | 2 | ÖÇ4 | 5 | 4 | 1 | 3 | 2 | 4 | 3 | 3 | 4 | 1 | 2 | 5 | 5 | 2 | 2 | 4 | 2 | | | 3 | 1 | 1 | 1 | | 1 | 3 | 3 |
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* Katkı Düzeyi : 1 Çok düşük 2 Düşük 3 Orta 4 Yüksek 5 Çok yüksek |
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Iğdır University, Iğdır / TURKEY • Tel (pbx): +90 476
226 13 14 • e-mail: info@igdir.edu.tr
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