Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
REK5207 Fundamental Principles of Marketing Spring 3 0 3 14
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: Turkish
Type of course: Non-Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Face to face
Course Coordinator : Prof. Dr. SERDAR PİRTİNİ
Recommended Optional Program Components: None
Course Objectives: The purpase of this course is to provide students an in-depth understanding of marketing communication concepts, principles, and terminology in both business and nonprofit environments, to understand the role of integrated marketing communications in an organization and providing ability to develop a communication plan for an actual company.

Learning Outcomes

The students who have succeeded in this course;
I. To identify marketing communications studies theoretically and practically.
II. To identify the elements of marketing communications mix (advertising, public relations, sales promotion, direct marketing, personal selling)
III. To identify how marcom mix elements create synergy when integrated.
IV. To be able to develop a basic integrated marketing communications plan showing applicable target markets, use of the marketing communications mix and an appropriate understanding of market research.
V. To be able to prepare a marketing communication project of an actual company
VI. To be able to show marketing commication problem solving skills through case analysis and environmental scanning.

Course Content

Core concepts of marketing communications. Role of marketing communication in organizations. 3.Tools of marketing communication and their applications Application of an integrated marketing communication problems for organizations.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction.
2) Overview of marketing communication and the marketing communication process.
3) The communication process.
4) Buyer behaviors.
5) Marketing communication planning process.
6) Media planning and strategy.
7) Evaluation of media.
8) Marketing communication tools.
9) Advertising, brand management, branding.
10) Communication strategies.
11) Public relations, publicity, corporate image.
12) Corporate advertising, event and sponsorship.
13) Direct marketing and personal selling.
14) Objectives and budgeting for promotional program.


Course Notes / Textbooks: Ders notları haftalık olarak verilecektir. / Will be given weekly.
References: Ders notları haftalık olarak verilecektir.

Course notes will be given weekly.

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 10
Presentation 1 % 20
Midterms 1 % 30
Final 1 % 40
Total % 100
Total % 100

ECTS / Workload Table

Activities Number of Activities Workload
Course Hours 14 42
Presentations / Seminar 5 35
Midterms 7 35
Final 7 60
Total Workload 172

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
Program Outcomes Level of Contribution
1) To be able to critically interpret and discuss the theories, the concepts, the traditions, and the developments in the history of thought which are fundamental for the field of new media, journalism and communication.
2) To be able to attain written, oral and visual knowledge about technical equipment and software used in the process of news and the content production in new media, and to be able to acquire effective abilities to use them on a professional level.
3) To be able to get information about the institutional agents and generally about the sector operating in the field of new media, journalism and communication, and to be able to critically evaluate them.
4) To be able to comprehend the reactions of the readers, the listeners, the audiences and the users to the changing roles of media environments, and to be able to provide and circulate an original contents for them and to predict future trends.
5) To be able to apprehend the basic theories, the concepts and the thoughts related to neighbouring fields of new media and journalism in a critical manner.
6) To be able to grasp global and technological changes in the field of communication, and the relations due to with their effects on the local agents.
7) To be able to develop skills on gathering necessary data by using scientific methods, analyzing and circulating them in order to produce content.
8) To be able to develop acquired knowledge, skills and competence upon social aims by being legally and ethically responsible for a lifetime, and to be able to use them in order to provide social benefit.
9) To be able to operate collaborative projects with national/international colleagues in the field of new media, journalism and communication.
10) To be able to improve skills on creating works in various formats and which are qualified to be published on the prestigious national and international channels.