TYPE OF COURSE UNIT	Elective Course
LEVEL OF COURSE UNIT	Bachelor's Degree
YEAR OF STUDY	-
SEMESTER	-
NUMBER OF ECTS CREDITS ALLOCATED	5
NAME OF LECTURER(S)	-
LEARNING OUTCOMES OF THE COURSE UNIT	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 DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	None
COURSE DEFINITION	Topics 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
RECOMENDED OR REQUIRED READING	Bektaş, 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,Case Study,Presentation
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 WORKLOAD	Activities Number Hours Workload 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 Workload 149,5 Total Workload / 30 4,98 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No