BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| BUSINESS ADMINISTRATION | |||||
| 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 |
| COP3435 | Flormar - Integrated Marketing Communications Management | Fall Spring |
3 | 0 | 3 | 6 |
| 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: | Departmental Elective |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. ELİF OKAN |
| Recommended Optional Program Components: | None |
| Course Objectives: | We will be examining the element of marketing communication pillars; from building strategy to reporting. Understanding the importance of integrated communication plans for a business to succeed. Working on real life examples to gain a better understanding of what Integrated Marketing Communication is and what its effect has on a business. We will be designing a dynamic learning journey with case studies, exercises and assignments that encourage creativity. |
Learning Outcomes
|
The students who have succeeded in this course; The learning outcomes of this course will enable students to: 1. Learn how to create effective marketing communication strategies that align with business goals. 2. Gain expertise in planning and executing media purchases to maximize advertising impact. 3. Understand how to use public relations to build positive relationships and enhance brand reputation. 4. Develop skills in leveraging social platforms and influencer partnerships to engage and grow audiences. 5. Explore the role of event marketing, corporate social responsibility, and visual design in creating cohesive and impactful communication plans. |
Course Content
| Integrated Marketing Communications (IMC) allows brands to convey a consistent message by combining various communication channels. This course covers topics such as marketing strategies, target audience analysis, and media planning. Students will learn how to integrate different communication tools to create effective campaigns. |
Weekly Detailed Course Contents
| Week | Subject | Related Preparation |
| 1) | Syllabus | |
| 2) | Integrated Mark. Communication | |
| 3) | Purpose – Strategy Building | |
| 4) | Advertising & Strategic Media Buying | |
| 5) | Public Relations | |
| 6) | Social & Digital Media | |
| 7) | Influencer Marketing | |
| 8) | Midterm Exam | |
| 9) | Event Marketing | |
| 10) | Corporate Social Responsibility | |
| 11) | Visual Design & Communication | |
| 12) | Group Projects - Presentation | |
| 13) | Group Projects - Presentation | |
| 14) | Group Projects - Presentation |
Sources
| Course Notes / Textbooks: | Al Ries & Jack Trout – Positioning / The Immutable Laws of Marketing |
| References: | İzzet Bozkurt – İletişim Odaklı Pazarlama – MediaCat MediaCat Magazine Marketing Türkiye Magazine Harward Business Review Magazine Philip Kotler Marketing 5.0 |
Evaluation System
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 13 | % 10 |
| Homework Assignments | 3 | % 20 |
| Presentation | 1 | % 10 |
| Midterms | 1 | % 20 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
ECTS / Workload Table
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 13 | 3 | 39 |
| Study Hours Out of Class | 13 | 6 | 78 |
| Presentations / Seminar | 1 | 5 | 5 |
| Homework Assignments | 3 | 5 | 15 |
| Midterms | 1 | 2 | 2 |
| Final | 1 | 6 | 6 |
| Total Workload | 145 | ||
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) | Being able to identify problems and ask right questions | |
| 2) | Having problem solving skills and developing necessary analytical attitude | |
| 3) | Comprehending theoretical arguments along with counter arguments in detail | |
| 4) | Gaining awareness of lifelong learning and being qualified for pursuing graduate education | |
| 5) | Applying theoretical concepts in project planning | |
| 6) | Communicating efficiently by accepting differences and carrying out compatible teamwork | |
| 7) | Increasing efficiency rate in business environment | |
| 8) | Developing innovative and creative solutions in face of uncertainty | |
| 9) | Researching to gather information for understanding current threats and opportunities in business | |
| 10) | Being aware of the effects of globalization on society and business while deciding | |
| 11) | Possessing digital competence and utilizing necessary technology | |
| 12) | Communicating in at least one foreign language in academic and daily life | |
| 13) | Possessing managing skills and competence | |
| 14) | Deciding with the awareness of the legal and ethical consequences of business operations | |
| 15) | Expressing opinions that are built through critical thinking process in business and academic environment |