| MARKETING COMMUNICATIONS AND PUBLIC RELATIONS (TURKISH, NON-THESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| PIH5006 | Brand Management and Communication | Fall | 3 | 0 | 3 | 8 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | Turkish |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Instructor HAKKI PINAR KILIÇ |
| Course Lecturer(s): |
Instructor HAKKI PINAR KILIÇ |
| Recommended Optional Program Components: | None |
| Course Objectives: | This course aims to provide students with an in-depth understanding of marketing communication concepts, principles, and terminology in both business and nonprofit environments, enable students to understand the role of integrated marketing communications in an organization and to develop a communication plan for an actual company. |
|
The students who have succeeded in this course; 1. will be able to understand and identify marketing communications studies theoretically and practically. 2. will be able to understand and use the elements of marketing communications mix and integrated marketing communications strategy 3. will be able to develop a basic integrated marketing communications plan by showing applicable target markets, use of the marketing communications mix and an appropriate understanding of market research. 4. will be able to prepare a marketing communication project for an actual company 5. will be able to show marketing commication problem solving skills through case and environmental analysis. 6. will be able to experience the process of working in groups or individually by preparing their assignments. |
| 1. will be able to understand and identify marketing communications studies theoretically and practically. 2. will be able to understand and use the elements of marketing communications mix and integrated marketing communications strategy 3. will be able to develop a basic integrated marketing communications plan by showing applicable target markets, use of the marketing communications mix and an appropriate understanding of market research. 4. will be able to prepare a marketing communication project for an actual company 5. will be able to show marketing commication problem solving skills through case and environmental analysis. 6. will be able to experience the process of working in groups or individually by preparing their assignments. |
| Week | Subject | Related Preparation |
| 1) | Introduction | |
| 2) | Overview of marketing communications and the marketing communications process | |
| 3) | The Communication Process | |
| 4) | Buyer Behaviours | |
| 5) | Marketing Communication Planning Process | |
| 6) | Media Planning and Strategy | Preparation of homework |
| 7) | Evaluation of Media | Preparation of homework |
| 8) | Marketing Communication Tools | |
| 9) | Brand Management | |
| 10) | Branding Communication Strategies | |
| 11) | Public Relations and Corparate Advertising | |
| 12) | Setting Objectives and Budgeting | |
| 13) | Creative Strategy (Planning and Development) | |
| 14) | Creative Strategy (Implementation and Evaluation) |
| Course Notes / Textbooks: | Ders notları haftalık olarak verilecektir. Course notes will be given weekly. |
| References: | Ders notları haftalık olarak verilecektir. Course notes will be given weekly. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Homework Assignments | 1 | % 10 |
| Midterms | 1 | % 40 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 14 | 48 |
| Final | 14 | 130 |
| Total Workload | 178 | |
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To provide students with a foundation in Marketing Communications in general and Public Relations in particular in order to support their career in communication field. | 3 |
| 2) | To provide an interdisciplinary approach in public relations for students who want to pursue a career in marketing communications and public relations. | 3 |
| 3) | To support the students, who already work or willing to work in communication sector, by an approach which stays focused on strategic thinking, professional campaign building and ethical practice. | 1 |
| 4) | Demonstrate the ability to apply manual and computer based quantitative and qualitative research techniques. | 3 |
| 5) | Make important and strategic decisions by using and examining qualitative and quantitative research datas. | 3 |
| 6) | Demonstrate the ability to critically debate about public relations and marketing communications campaigns and cases presented by the contribution of professionals from communication sector. | 4 |
| 7) | Detailly analyze persuasion processes in communication and gain knowledge on the psychology of persuasion and perception. | 2 |
| 8) | Broaden the knowledge on public relations processes by discussing the details of new approaches in the field. | 4 |
| 9) | Demonstrate the capability of solving public relations related problems encountered in the area of corporate communications. | 3 |
| 10) | Critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations and marketing communications. | 5 |