PROGRAMME PROFILE

The Public Relations and Advertising Undergraduate Program is a bachelor’s degree program positioned within the field of communication sciences and structured in accordance with the Bologna Process and the European Credit Transfer System (ECTS). Its level and field classifications are defined in Beykoz University’s institutional information systems and ECTS Information Package in alignment with national and international qualifications frameworks.

The program has an academically oriented structure grounded in the theoretical foundations of public relations, advertising, strategic communication, and brand management, supported by practical applications and project-based studies. It addresses core communication areas such as corporate communication, marketing communication, media literacy, advertising design, crisis communication, digital communication technologies, and content production through an integrated perspective.

The target student profile consists of individuals interested in communication, media, brand management, and creative thinking, who seek to improve analytical and critical evaluation skills and relate theory to practice. The curriculum is designed in line with digital transformation in communication, changing consumer behavior, multi-platform media environments, and data-driven planning processes.

The educational process combines theoretical courses, practical workshops, campaign design, project-based learning, and workplace training to support strategic thinking, creative production, communication planning, and interdisciplinary perspectives.

Program-Specific Criteria

PSC1. The theoretical foundations of public relations, advertising, and communication sciences are integrated through Advertising, Public Relations I-II, Communication Theories, Interpersonal Communication, Marketing Communication and Business Management, and Media Literacy.

PSC2. Strategic communication planning, campaign development, and corporate communication practices are systematically supported through Event Management in Public Relations, Public Relations Campaigns and Applications, Brand Management, Crisis Communication, Communication Management, and Corporate Identity and Image Management.

PSC3. Practice-oriented instruction in creative content production, advertising design, news writing, and communication text development is provided through News and News Writing, Advertising Design, Content and Copywriting Workshop, and Project Design.

PSC4. Digital communication technologies, artificial intelligence applications, and media behavior analysis are incorporated through Artificial Intelligence in Public Relations and Advertising, Media Psychology, Media Literacy, and related electives.

PSC5. The connection between theoretical knowledge and professional practice is strengthened through campaign courses, project-based studies, Corporate Social Responsibility and Sponsorship, and Workplace Vocational Training.