Marketing Public Relations (COM232)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| COM232 | Marketing Public Relations | 4 | 2 | 0 | 0 | 2 | 3 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Elgiz YILMAZ ALTUNTAŞ elyilmaz@gsu.edu.tr (Email) |
| Assistant | |
| Objective | The purpose of this course is to inform the student on the marketing public relations which is a specific field on strategies formulation to increase and/or reinforce the knowledge of the organisation, its goods and services and its sales; to explain the added-value of public relations; to discuss the national and international examples of marketing public relations to motivate the student to make research on the subject. |
| Content |
1.st course: The definition of the marketing public relations and the place of public relations in the integrated marketing communication 2.nd course: Importance of confidence in the consumers’ choices and the benefit of public relations to this process. 3.rd course: The process of added-value by the marketing public relations with examples of tactics and strategies I (Launching the new products, repositioning and animation of the finished products in the market, the marketing of the opinion leaders) 4.th course: The process of added-value by the public relations of marketing with examples of tactics and strategies II (To draw the attention of the customers to a category of determined product, to create new markets, to reach at the resale markets, to reinforce the weak markets) 5.th course: The process of added-value by the public relations of marketing with examples of tactics and strategies III (To reinforce the impact of advertising, to present the categories of products for which advertising is prohibited, to reinforce the sales promotions) 6.th course: To prepare a strategic public relations planning 7.th course: Midterm exam 8.th course: local and international examples of the marketing public relations in traditional and social media 9.th course: The definition and importance of the qualitative and quantitative methods 10.th course: Invitation of a marketing public relations specialist 11.th course: Special “advertorials” and events 12.th course: New applications in marketing public relations to place the product, experimental marketing and neuro-marketing 13.th course: Guerrilla marketing, word of mouth marketing, causes-related marketing). 14.th course: Presentation of homeworks |
| Course Learning Outcomes |
At the end of this course, the student will be able; To define the marketing public relations, the integrated marketing communication and its other disciplines. To notice the impact of the common use of marketing public relations on the effectiveness of the goals and the organisational marketing strategies. To know the confidence of the consumers to the credible and informative messages of public relations and their attitudes and behaviors of purchase. To launch new products To reposition and animate finished products in the market To make the communication of the profits of the repositioned products To approach the customers with the products To draw the attention of the customers to a category of a given product To create new markets To reach at the resale markets To reinforce the weak markets To reinforce the impact of publicity To tell the history of the brand/product To present the categories of products for which publicity is prohibited To reinforce the sales promotions To establish good relationships with the groups of people who may create a negative image To protect the brand/the product against the risks To justify the sales force To prepare a strategic public relations planning |
| Teaching and Learning Methods | |
| References |
CAYWOOD, Clarke L. (1997). The handbook of strategic public relations & integrated communication, McGraw-Hill, NewYork. HARIS, Thomas L. , WHALEN, Patricia T. (2006) The Marketer’s Guide to Public Relations in the 21st Century, South-Western Educational Pub; 1 edition. KOTLER, Philip (2013). Marketing management, Prentice Hall, Upper Saddle River, N.J. PELTEKOĞLU, Filiz Balta (2018). Halkla ilişkiler nedir?, Beta Basım Yayım, İstanbul. THEAKER, Alison (2008). Halkla ilişkilerin el kitabı, MediaCat Kitapları, Kapital Medya Hizmetleri A.Ş., İstanbul. WESTPHALEN, Marie-Hélène & LIBAERT, Thierry (2009). Mercator: le guide du marketing, Nouvelle édition, Dunod. WILSON, Laurie J. (2008). Strategic communications planning: For effective public relations and marketing, Kendall/Hunt Pub., Dubuque, Iowa. |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | The definition of the marketing public relations and the place of public relations in the integrated marketing communication |
| 2 | The importance of confidence in the consumers’ choices and the benefit of public relations to this process. |
| 3 | The process of added-value by the marketing public relations with examples of tactics and strategies I (Launching the new products, repositioning and animation of the finished products in the market, the marketing of the opinion leaders) |
| 4 | The process of added-value by the public relations of marketing with examples of tactics and strategies II (To draw the attention of the customers to a category of determined product, to create new markets, to reach at the resale markets, to reinforce the weak markets) |
| 5 | The process of added-value by the public relations of marketing with examples of tactics and strategies III (To reinforce the impact of advertising, to present the categories of products for which advertising is prohibited, to reinforce the sales promotions) |
| 6 | To prepare a strategic public relations planning |
| 7 | Midterm exam |
| 8 | Local and international examples of the marketing public relations in traditional and social media |
| 9 | The definition and importance of the qualitative and quantitative methods |
| 10 | Invitation of a marketing public relations specialist |
| 11 | Special “advertorials” and events |
| 12 | New applications in marketing public relations to place the product, experimental marketing and neuro-marketing |
| 13 | Guerrilla marketing, word of mouth marketing, causes-related marketing). |
| 14 | Presentation of homeworks |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 2 | 60 |
| Toplam | 3 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 1 | 20 |
| Presentation | 1 | 35 |
| Midterm Examinations (including preparation) | 1 | 40 |
| 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 | 1 | 5 |
| Toplam | 4 | 100 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 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 | X | ||||
| 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 | |||||
| 11 | They learn sociological, cultural and aesthetic approaches in electronic, digital media and film | |||||
| 12 | They learn the political economy of cultural industries, labour and production relations, analysis of marketing and consumption patterns. | |||||
| 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 | |||||
| 14 | They gain experience in conducting creative activities in electronic, digital media and film; in producing and working in groups | |||||
| 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 | |||||
| 22 | They are familiar with the new conceptual and theoretical discussions emerging from interactive/digital media in terms of social sciences and humanities | |||||
| 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 | |||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Total Workload | 0 | ||
| Total Workload / 25 | 0.00 | ||
| Credits ECTS | 0 | ||