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 |
| BA4112 | Integrated Marketing Communications | 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: | English |
| Type of course: | Departmental Elective |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN |
| Course Lecturer(s): |
Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN Prof. Dr. ELİF OKAN |
| Recommended Optional Program Components: | None |
| Course Objectives: | The objective of this course is to inform students about basic advertising concepts. The course will study advertising within marketing and more generally, within the management function. |
Learning Outcomes
|
The students who have succeeded in this course; The students who have succeeded in this course; will 1. Develop a better appreciation of marketing communications, its function and asses as marketing tool 2. Recognize and value integrated marketing communications and its channels 3. Develop the skills needed in designing IMC programs 4. Be able to successfully appraise communications programs |
Course Content
| As a starting point the consumer will be studied, together with the market segmentation concept, target marketing and positioning. These concepts will be related to advertising management. Then, the advertiser, advertising agencies and the media as the famous advertising triangle will be examined closely. Finally the creation of advertising process will be looked into, covering how to create the copy and the relation between words and visuals. |
Weekly Detailed Course Contents
| Week | Subject | Related Preparation |
| 1) | Introduction | |
| 2) | Clow & Baack: Chapter 1: Integrated Marketing Communication | |
| 3) | Clow & Baack: Chapter 2: Corporate Image and Brand Managemen | |
| 4) | Clow & Baack: Chapter 3 : Buyer Behavior | |
| 5) | Clow & Baack: Chapter 4 IMC planning Process | |
| 6) | Clow & Baack: Chapter 5 Advertising Campaign Mgt | |
| 7) | Revision | |
| 8) | Clow & Baack: Chapter 6 Adv. design | |
| 9) | Clow & Baack: Chapter 7 Traditional Media Channels | |
| 10) | Clow & Baack: Chapter11&12&13 Direct, PR and selling promotions | |
| 11) | Clow & Baack: Chapter 8 Digital Marketing | |
| 12) | Clow & Baack: Chapter 10 Alternative marketing | |
| 13) | Term Project Presentations | |
| 14) | Term Project Presentations & Review |
Sources
| Course Notes / Textbooks: | Books: Clow, K. E.& Baack D. (2018). Integrated advertising, promotion, and marketing communications. Pearson Education Advertising and Promotion: An Integrated Marketing Communications Perspective” by George E. Belch and Michael A. Belch, EighthEdition, McGraw-Hill Irwin. |
| References: | Hocanın notları |
Evaluation System
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Presentation | 1 | % 25 |
| Project | 1 | % 25 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 35 | |
| PERCENTAGE OF FINAL WORK | % 65 | |
| Total | % 100 | |
ECTS / Workload Table
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 14 | 7 | 98 |
| Presentations / Seminar | 1 | 1 | 1 |
| Project | 1 | 2 | 2 |
| Final | 1 | 2 | 2 |
| 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 | 4 |
| 2) | Having problem solving skills and developing necessary analytical attitude | 4 |
| 3) | Comprehending theoretical arguments along with counter arguments in detail | 4 |
| 4) | Gaining awareness of lifelong learning and being qualified for pursuing graduate education | 1 |
| 5) | Applying theoretical concepts in project planning | 4 |
| 6) | Communicating efficiently by accepting differences and carrying out compatible teamwork | 3 |
| 7) | Increasing efficiency rate in business environment | 4 |
| 8) | Developing innovative and creative solutions in face of uncertainty | 4 |
| 9) | Researching to gather information for understanding current threats and opportunities in business | 4 |
| 10) | Being aware of the effects of globalization on society and business while deciding | 2 |
| 11) | Possessing digital competence and utilizing necessary technology | 4 |
| 12) | Communicating in at least one foreign language in academic and daily life | 2 |
| 13) | Possessing managing skills and competence | 3 |
| 14) | Deciding with the awareness of the legal and ethical consequences of business operations | 1 |
| 15) | Expressing opinions that are built through critical thinking process in business and academic environment | 2 |