Advertising and Public Relations

Major: Advertising and Public Relations (Reklamcılık ve Halkla İlişkiler)

Program Overview

A dynamic and creative program that blends advertising, public relations (PR), digital marketing, and strategic communication to prepare students for careers in brand management, media relations, social media, and corporate communications. Combines theory, hands-on projects, and industry insights to equip graduates with the skills needed to thrive in Turkey’s fast-paced media and communication sectors.

Key Learning Objectives

• Master advertising principles and creative campaign development.
• Learn public relations strategies and media relations.
• Gain expertise in digital marketing and social media management.
• Develop skills in brand storytelling and content creation.
• Understand consumer behavior and market research.
• Explore crisis communication and reputation management.
• Apply data analytics and performance measurement in PR and advertising.

Core Courses

1. Introduction to Advertising
   • History, theories, and role of advertising in modern business.
2. Public Relations Principles and Practices
   • Media relations, press releases, and stakeholder communication.
3. Creative Advertising and Copywriting
   • Concept development, art direction, and persuasive messaging.
4. Digital Marketing and Social Media Strategies
   • SEO, SEM, influencer marketing, and content planning.
5. Brand Management and Positioning
   • Brand identity, equity, and strategic positioning.
6. Media Planning and Buying
   • Traditional and digital media strategies, budgeting, and ROI analysis.
7. Consumer Behavior and Market Research
   • Psychological and cultural factors influencing consumer decisions.
8. Crisis Communication and Reputation Management
   • Handling PR crises, risk communication, and corporate transparency.
9. Content Creation and Multimedia Storytelling
   • Video production, graphic design, and interactive content.
10. Data Analytics for PR and Advertising
    • Google Analytics, social media metrics, and campaign performance.
11. Corporate Communications
    • Internal communications, investor relations, and corporate social responsibility (CSR).
12. Practicum in Advertising and PR
    • Internships with advertising agencies, PR firms, or corporate communications departments.
13. Capstone Project
    • Develop an integrated advertising/PR campaign for a real or hypothetical brand.

Assessment Methods

• Advertising campaign proposals and creative portfolios
• PR strategy plans and press release writing
• Digital marketing and social media projects
• Crisis communication simulations
• Capstone project presentations

Tools & Resources

• Software: Adobe Creative Suite (Photoshop, Illustrator, Premiere Pro), Canva, Hootsuite, Google Analytics
• Platforms: Meta Business Suite, Google Ads, LinkedIn Marketing Solutions
• Books:
  • Contagious: Why Things Catch On by Jonah Berger
  • Public Relations: Strategies and Tactics by Dennis L. Wilcox
  • Ogilvy on Advertising by David Ogilvy

Prerequisites

• Interest in marketing, communications, or media.
• Creativity, writing skills, and analytical thinking helpful but not required.

Program Duration

4 years (bachelor’s), including agency internships and real-world projects.

Certifications (Optional)

• Google Ads Certification
• Meta Certified Media Buyer
• HubSpot Content Marketing Certification
• Certified Public Relations Professional (CPRP)

Career Paths

• Advertising Account Executive (agency client management)
• Public Relations Specialist (media relations, corporate PR)
• Digital Marketing Manager (SEO, SEM, social media)
• Brand Manager (brand strategy and positioning)
• Creative Director (advertising campaigns, content creation)
• Media Planner/Buyer (media strategy and budget allocation)
• Corporate Communications Manager (internal/external communications)
• Social Media Strategist (content planning, community management)
• Crisis Communication Specialist (reputation management)
• Content Creator (multimedia storytelling, digital content)

Why This Major?

Turkey’s advertising, media, and PR industries are thriving, driven by digital transformation and global branding. This program provides hands-on training in creative advertising, strategic PR, and digital marketing, preparing graduates for dynamic careers in a fast-paced, innovative field. With strong industry connections and portfolio development, students gain a competitive edge in a globally relevant profession. Ideal for those passionate about communication, creativity, and strategic storytelling.