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Course Code: 
COMM 324
Course Type: 
Elective
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
5
Course Objectives: 
The effects of personal beliefs as well as their social/cultural references on the perception and comprehension of messages; displaying the rational as well as irrational roots of human decisions and behavior; examining them in the light of different persuasion theories to exhibit and analyze their impact on the advertising, public relations, newsmaking, and marketing professions.
Course Content: 

Perception, selective processes, the impact of the message characteristics on perception; relations between perceptions-beliefs- attitudes; effects of different persuasion theories  on perceptions; analyzing advertising, public relations, newsmaking, marketing messages from the point of view of informing versus manipulation, and the difference between them.

Course Methodology: 
1: Lecture, 2: Question-Answer, 3: Discussion
Course Evaluation Methods: 
A: Testing, B: Project , C: Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes Teaching Methods Assessment Methods
1) Examines perception and the selective processes related to it.    1,2,3 A,B,C
2) Examines the impact of personal beliefs and the social-cultural filters which constitute perceptions.   1,2,3 A,B,C
3) Examines the concept of perception and its role in the marketing/advertising process and brand formation.     1,2,3 A,B,C
4) Analyzes the persuasion concept and the persuasion theories which are formed in the context of communicational/sociological theories.     1,2,3 A,B,C
5) Examines consumer attitudes in the light of persuasion theories, and attitude theories and practice.    1,2,3 A,B,C
6)Analyzes and  interprets the difference between information and manipulation.

7) Puts forward the  basic clues in the formation of a persuasion ethics.

1,2,3

 

 

 

 

1,2,3

A,B,C

 

 

 

 

A,B,C

 

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Introduction  
2 The concepts of consumer behaviour and decision making.  
3 Consumer research.  
4 The Elaboration Likelihood Theory and its impact on consumer thought  
5 The Social Judgement Theory  and its impact on consumer thought  
6 The Narrative Paradigm Model and its impact on consumer thought   
7 Midterm Exam  
8 The Cognitive Dissonance Theory and its impact on consumer thought   
9 The Inoculation Theory and its impact on consumer thought   
10 The Balance Theory and its impact on consumer thought   
11 Discussion  
12 Discussion  
13 The Reinforcement Theory  and its impact on consumer thought  
14 The Source Credibility Theory and its impact on consumer thought  
15 Wrap up and review for final exam  
16 Final  

 

 

Recommended Sources

RECOMMENDED SOURCES
Textbook Daniel J. O’Keefe, Persuasion: Theory and Research, Sage Publ., 2002
Additional Resources Herbert W. Simmons, J.G. Jones, Persuasion in Society, Routledge, 2011.

Richard M. Perloff, The Dynamics of Persuasion, Routledge, 2010.

 

 

Material Sharing

MATERIAL SHARING
Documents Course notes (Printed)
Assignments Projects  about persuasion and perception.
Exams Midterm, Project Presentation and Final Examination.

 

 

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms 1 40
Assignments 1 60
Attendance and Participation    
Total   100
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE   40
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE   60
Total   100

 

 

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No Program Learning Outcomes Contribution
1 2 3 4 5  
1 She/he has theoretical knowledge about the field of public relations         x  
2 She/he knows the research methods and technics that are related to the field of public relations.         x  
3 She/he has knowledge and awareness about the interdisciplinary issues that are required by the field. He/she comprehends the relation of those issues with public relations.         x  
4 She/he is able to make oral presentations in English about her/his field.         x  
5 She/has the digital competencies that are required by the field.            
6 She/has the ability of creative thinking that are required by the field of public relations.         x  
7 She/he has the abilities of research, planning, implementation, measurement and assessments that are necessary for a successful public relations practice.            
8 She/he evaluates and applies the knowledge and abilities she/he has acquired in her/his field to partner organizations in the sector through teamwork.             
9 She/he is able to evaluate the knowledge and abilities she/he has acquired in her/his field from an analytical and critical perspective.         x  
10 She/he has the awareness of practicing and developing the profession of public relations by adhering to ethical rules.         x  

 

 

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration 15 3 45
Hours for off-the-classroom study (Pre-study, practice) 16 4 64
Homework 4 5 20
Final examination 1 8 8
Total Work Load     137
Total Work Load / 25 (h)     5.48
ECTS Credit of the Course     5