Creative Communication Campaigns Design (RPP409)

Content

Objective

This course aims to enable students to design communication campaigns grounded in research, developed around an original creative concept, and supported by a coherent strategy. Students are expected to translate situational, organisational, and target audience analyses into campaign decisions, establish clear relationships between goals, objectives, strategies, and tactics, and develop creative content and campaign materials. The course also aims to equip students with the skills to assess campaign feasibility in terms of resources, budget, scheduling, and communication channels, and to develop an evaluation plan for measuring campaign success. Throughout this process, students strengthen their creative thinking, teamwork, critical evaluation, and project presentation skills.

Course Content

This course examines the research, planning, implementation design, and evaluation stages of creative communication campaigns through theoretical and practical work. Topics include situational analysis, organisational analysis, target audience research, audience insight development, creative ideation, campaign goals and objectives, and the development of strategies and tactics. Working in teams, students develop campaign projects that address creative content production, message development, media selection, budgeting, scheduling, feasibility, and evaluation criteria. Campaign case studies and guest sessions with industry professionals provide opportunities to discuss the strategic rationale behind creative decisions. The use of artificial intelligence in creative processes is examined in relation to source verification, originality, content quality, and transparent disclosure.

Course Learning Outcomes

Upon successful completion of this course, students will be able to:

• Explain the research, planning, implementation, and evaluation stages of strategic communication campaigns.

• Conduct situational, organisational, and target audience analyses to identify the communication problem or opportunity a campaign will address.

• Develop audience insights based on research findings.

• Develop an original creative concept appropriate to the campaign’s communication problem and target audience.

• Define campaign goals and measurable objectives.

• Develop strategies aligned with campaign objectives and tactics that support those strategies.

• Select messages and communication channels appropriate to the target audience’s characteristics and media habits.

• Design content and sample campaign materials consistent with the campaign’s creative concept and strategy.

• Develop a feasible campaign plan that accounts for resource requirements, budget, scheduling, and potential contingencies.

• Establish success indicators and evaluation methods aligned with campaign objectives.

• Critically evaluate campaign designs in terms of creativity, feasibility, integration, and consistency.

• Use artificial intelligence tools in accordance with principles of source verification, originality, content quality, and transparency.

• Develop a collaborative campaign project by assuming defined roles and responsibilities within a team.

• Present and defend a campaign proposal in written and oral formats, supported by research findings and strategic reasoning.

Teaching and Learning Methods

Lectures, campaign and case study analyses, creative ideation workshops, group work, project development, guest sessions with industry professionals, student presentations, and instructor feedback.

References

• Ronald D. Smith — Strategic Planning for Public Relations. Routledge.

• Anne Gregory — Planning and Managing Public Relations Campaigns. Kogan Page.

• Luke Sullivan — Hey, Whipple, Squeeze This. Wiley.

• David Ogilvy — Ogilvy on Advertising. Vintage.

• Philip Kotler and Kevin Lane Keller — Marketing Management. Pearson.

• Effie Türkiye case study archive and award-winning campaign reports.

Weekly Contents

Theory Topics
Week	Weekly Contents
1	Course Overview, Introduction to Creative Communication Campaign Design, and Semester Project Briefing
2	Strategic Communication, Campaign Research, and Situational Analysis; Campaign Case Studies
3	Organisational and Target Audience Analysis; Developing Insights from Research Findings
4	Campaign Planning: Defining Goals and Objectives and Connecting Creative Concepts with Strategy
5	Guest Expert Session: Creativity in Communication Campaigns I — Audience Insights, Creative Briefs, and Idea Development
6	Guest Expert Session: Creativity in Communication Campaigns II — Production, Media Selection, and Implementation Constraints
7	Campaign Strategies and Tactics; Midterm Project Presentations
8	Midterm Assessment and Submission of Campaign Planning Reports
9	Designing Campaign Executions: Creative Content and Material Development
10	Campaign Feasibility: Resource Planning, Scheduling, Budgeting, and Integration
11	Campaign Evaluation: Success Indicators, Hypothetical Evaluation, and Simulation-Based Analysis
12	Final Campaign Presentations
13	Final Campaign Presentations
14	Final Campaign Presentations

Assessment System

Contribution to Overall Grade
Activities	Number	Contribution
Contribution of in-term studies to overall grade	1	40
Contribution of final exam to overall grade	1	60
Total	2	100

In-Term Studies
Activities	Number	Contribution
Assignments	2	40
Presentation	1	60
Midterm Examinations (including preparation)	0	0
Project	0	0
Laboratory	0	0
Other Applications	0	0
Quiz	0	0
Term Paper/ Project	0	0
Portfolio Study	0	0
Reports	0	0
Learning Diary	0	0
Thesis/ Project	0	0
Seminar	0	0
Other	0	0
Make-up	0	0
Total	3	100

Relation of Proficiency

No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Will have effective written and oral communication skills in Turkish		X
2	Will have a thorough knowledge of at least two foreign languages
3	Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects		X
4	Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices					X
5	Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace					X
6	Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group				X
7	Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter					X
8	Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes				X
9	Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach				X
10	They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields				X
11	They learn sociological, cultural and aesthetic approaches in electronic, digital media and film				X
12	They learn the political economy of cultural industries, labour and production relations, analysis of marketing and consumption patterns.				X
13	They learn at a first level how to use the equipment necessary for the production of audio-visual content for TV, radio and digital media and of films in different genres				X
14	They gain experience in conducting creative activities in electronic, digital media and film; in producing and working in groups	X
15	They acquire theoretical information in the fields of public relations, advertising, integrated marketing communication and organizational communication					X
16	They are familiar with the research, planning, implementation and evaluation processes in public relations and advertising; they can create campaigns, present them effectively and write reports					X
17	They have knowledge of organisational communication, crisis and risk communication, reputation management, media relations, media planning, digital media management, brand management and interpersonal communication. They are able to carry out activities in these areas				X
18	They use public relations and advertising strategies and tactics appropriate to the specificities of conventional and new media					X
19	They are aware of legal regulations, ethical codes in public relations and advertising, and they remain faithful to them					X
20	They are familiar with the different theoretical approaches regarding the social place, role and functions of journalism as a social institution and phenomenon; they are familiar with the process of producing information for conventional and digital media
21	They are familiar with the structural and technical specificities, management characteristics of conventional/mainstream media, as well as alternative media structures	X
22	They are familiar with the new conceptual and theoretical discussions emerging from interactive/digital media in terms of social sciences and humanities		X
23	They are familiar with the historical development of journalism in Turkey and in the world; they can analyse it in the context of social and political history
24	They have the ability to effectively use information technology, printing and publishing techniques; to write a press article using data collected on the web and on social media, to visualize this data and to publish it

ECTS

Activities	Number	Period	Total Workload
Class Hours	10	14	140
Working Hours out of Class	2	2	4
Assignments	2	2	4
Presentation	1	1	1
Midterm Examinations (including preparation)	0	0	0
Project	0	0	0
Laboratory	0	0	0
Other Applications	0	0	0
Final Examinations (including preparation)	0	0	0
Quiz	0	0	0
Term Paper/ Project	0	0	0
Portfolio Study	0	0	0
Reports	0	0	0
Learning Diary	0	0	0
Thesis/ Project	0	0	0
Seminar	0	0	0
Other	1	1	1
Make-up	0	0	0
Yıl Sonu	0	0	0
Hazırlık Yıl Sonu	0	0	0
Hazırlık Bütünleme	0	0	0
Total Workload			150
Total Workload / 25			6.00
Credits ECTS			6