| INTERNATIONAL TRADE AND BUSINESS | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| BA4112 | Integrated Marketing Communications | Spring | 3 | 0 | 3 | 6 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| 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. |
|
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 |
| 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. |
| 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 |
| 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 |
| 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 | |
| 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 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Has theoretical and practical knowledge on management, business, trade, economy, entrepreneurship, innovation, sustainable development related to International Trade and Business and can use this information | 4 |
| 2) | Can collect data from different sources in the global business world and successfully apply research techniques, use information and communication technologies. | 3 |
| 3) | Can analyze opportunities and threats with strategic thinking skills by using different resources and channels in the ever-changing global business world. | 3 |
| 4) | Can communicate orally and in writing with a good knowledge of English grammar. | 3 |
| 5) | He / she can transfer the knowledge and skills he / she has acquired in the field to the relevant people in written and oral form and evaluate them critically. | 4 |
| 6) | Adopts the principles of business ethics with the awareness of professional responsibility and can apply these principles within the framework of legal rules in the field of global trade and business. | 4 |
| 7) | He / she can collaborate in and out of the field, take responsibility, respect cultural differences and have ethical values. | 3 |
| 8) | Has sufficient awareness of social rights, justice, cultural values, environmental awareness, occupational health and safety. | 4 |
| 9) | With the lifelong learning skill acquired, she/he can identify learning needs and improve herself/himself | 3 |