Information Package
baskent.edu.tr

Program of Radio, Television and Cinema

PRP445

PUBLIC OPINION AND MARKETING RESEARCH

Course Code
PRP445
Semester
-
Theory+Practice
3 + 0
ECTS
5
Course TypeElective Course
Course LevelBachelor's Degree
Year of Study-
Semester-
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Will learn the differences and common denominators of public research, which is used to measure social behavior, expectations, trends, and market research based on measuring why a particular product is preferred by people.
  2. Will demonstrate how the data obtained in the research results shape the types,content and qualifications of the advertisements.
  3. Will have the knowledge about the ways and mechanisms that media use for building a public opinion.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionTopics like public opinion, political decision making and propaganda are within the sphere of communication sciences, because of the role of the media in opinion formation. In this particular course, the relationship between media and public opinion will be analyzed in historical perspective, the historical development of marketing research will be analyzed and these both researchs are evaluated in context of communication theories and finally students are expected to strengthen their knowledge with a fieldwork.
Course Contents
WEEK TOPICS
1st Week Introduction,
2nd Week Historical development of public opinion and marketing research. The Purpose of the Public Opinion. The Basic Approaches of the Public Opinion and Marketing Research.
3rd Week Public opinion and marketing research: basic functions. The Tools of the Concept of Public Opinion
4th Week The Effect of Mass Media on Public Opinion Formation. Relationship between Power-Media-Capital Groups.
5th Week The Concept of Propaganda.
6th Week Theoretical discussions on the public opinion and marketing research: Agenda setting, Spiral of silence
7th Week Measuring Public Opinion
8th Week Measuring Public Opinions
9th Week The Effect of Digitalization on Public Opinion Formation
10th Week The Effect of Digitalization on Public Opinion Formation
11th Week Consent ? Domination and Hegemony in the Public Opinion-Democracy Relationship
12th Week Presentations
13th Week Presentations
14th Week Presentations
Recommended or Required ReadingBektaş, Arsev. (2000) Kamuoyu, İletişim ve Demokrasi. İstanbul: Bağlam Yayıncılık.
Bernays, Edward. (2023). Propaganda, İstanbul: Pegasus
Noelle Neumann, Elisabeth. (1998). Kamuoyu Suskunluk Sarmalının Keşfi. (Çev. Murat Özkök). Ankara: Dost Kitabevi.
Kaya, Raşit. (2009). İktidar Yumağı: Medya-Sermaye-Devlet, İstanbul: İmge.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Presentation
  • Practice
Assessment Methods and Criteria
Quantity Percentage (%)
Attendance 1 25
Other 1 35
Total(%) 60
Contribution of In-term Studies to Overall Grade(%) 60
Contribution of Final Examination to Overall Grade(%) 40
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1 1
Preparation for Quiz 1 3 3
Individual or group work 12 3 36
Preparation for Final exam 1 18 18
Course hours 14 3 42
Preparation for Midterm exam 1 36 36
Laboratory (including preparation)
Final exam 1 1.5 1.5
Homework 6 2 12
Total Work Load149.5
Total Work Load / 30 (h)4.98
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3
K1 X
K2 X X
K3 X
K4 X
K5 X X
K6 X X
K7 X X
K8 X
K9 X
K10 X X
K11 X X
K12 X X
K13 X
K14 X
K15 X
K16 X
K17 X
K18 X
K19 X
K20 X
K21
K22
K23 X
K24 X
K25 X