| 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 |
| REK5207 | Fundamental Principles of Marketing | Fall | 3 | 0 | 3 | 14 |
| 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 : | 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. |
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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. |
| 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. |
| 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. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Presentation | 1 | % 20 |
| Midterms | 1 | % 30 |
| 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 | 42 |
| Presentations / Seminar | 5 | 35 |
| Midterms | 7 | 35 |
| Final | 7 | 60 |
| Total Workload | 172 | |
| 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. | 5 |
| 2) | To provide an interdisciplinary approach in public relations for students who want to pursue a career in marketing communications and public relations. | 5 |
| 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. | 5 |
| 4) | Demonstrate the ability to apply manual and computer based quantitative and qualitative research techniques. | 1 |
| 5) | Make important and strategic decisions by using and examining qualitative and quantitative research datas. | 1 |
| 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. | 2 |
| 7) | Detailly analyze persuasion processes in communication and gain knowledge on the psychology of persuasion and perception. | 1 |
| 8) | Broaden the knowledge on public relations processes by discussing the details of new approaches in the field. | 1 |
| 9) | Demonstrate the capability of solving public relations related problems encountered in the area of corporate communications. | 1 |
| 10) | Critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations and marketing communications. | 5 |