| MARKETING (TURKISH, NONTHESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ISL5292 | Integrated Marketing Communication | Spring | 3 | 0 | 3 | 8 |
| 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 : | |
| Course Lecturer(s): |
Instructor ALTAY AYHAN Prof. Dr. YEŞİM ULUSU Dr. Öğr. Üyesi BURCU İNCİ Instructor AYSUN ŞABANLI Dr. Öğr. Üyesi ÇAĞLA PINAR BOZOKLU |
| Recommended Optional Program Components: | None |
| Course Objectives: | This is a research and writing based course, which is designed to enable students to be uptodate on the Integrated Marketing Communications issues and concerns that contemporary organizations are dealing with today and in the predictable future. Students will explore a range of contemporary issues facing the marketing communications industry from a theoretical and practical perspective. |
|
The students who have succeeded in this course; The students who succeeded in this course; define the fundamental marketing communication principles and techniques,evaluate and apply marketing communications principles and techniques within the context of the current issuesdevelop a detailed point of view about a contemporary marketing communications issue and a set of recommendations that practitioners can introduce. have an understanding of alternative marketing communication applications to manage a certain communication issue discuss the relation between marketing communications and consumer by making use of the relevant principles and techniques within this field of studycontribute to development of research process on relevant contemporary topicconduct both secondary and primary researches and evaluate the findings on area of chosen subject. |
| This course is a special indepth discussion or is a critical study of theory and research related to advanced topics in IMC. The topics may vary due to the interests/needs of the students and the instructor will determine the specific topics of this course on yearly base regarding with current issues in IMC. Different articles from related journals will also be discussed about relevant IMC topics. |
| Week | Subject | Related Preparation |
| 1) | Introduction to the Course | Weekly Reading |
| 2) | Role of IMC in Marketing | Weekly Reading |
| 3) | Database management in the digital era | Weekly Reading |
| 4) | WOM, Buzz, and Viral Marketing | Weekly Reading |
| 5) | User Generated Content, User Generated Ads | Weekly Reading |
| 6) | Cause Marketing | Weekly Reading |
| 7) | Midterm | None |
| 8) | Social Marketing | Weekly Reading |
| 9) | Green Marketing | Weekly Reading |
| 10) | Sports Marketing | Weekly Reading |
| 11) | Mobile Marketing | Weekly Marketing |
| 12) | Healthcare Communication & Marketing | Weekly Marketing |
| 13) | Guerilla Marketing | Weekly Reading |
| 14) | Project Presentations | None |
| Course Notes / Textbooks: | Kitap bölümleri, makaleler, örnek olaylar, bildiriler gibi öğretim üyesi tarafından sağlanan haftalık okuma materyali. |
| References: | No required textbook. Instructor will provide weekly reading materials such as book chapters and articles, case studies, papers etc. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 10 | % 10 |
| Homework Assignments | 10 | % 10 |
| Presentation | 1 | % 10 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Application | 13 | 3 | 39 |
| Study Hours Out of Class | 13 | 6 | 78 |
| Presentations / Seminar | 1 | 2 | 2 |
| Homework Assignments | 11 | 3 | 33 |
| Midterms | 1 | 3 | 3 |
| Final | 1 | 3 | 3 |
| Total Workload | 200 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Being able to develop and deepen their knowledge in the same or a different field at the level of expertise, based on undergraduate level qualifications. | |
| 2) | To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field of marketing. | |
| 3) | To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field of marketing and to produce solutions by taking responsibility. | |
| 4) | To be able to critically evaluate the knowledge and skills acquired in the field of marketing expertise and to direct their learning. | |
| 5) | To be able to systematically convey the current developments in the field of marketing and their own studies to groups in and outside the field, in written, verbal and visual forms, by supporting them with quantitative and qualitative data. | |
| 6) | To be able to develop strategy, policy and implementation plans in the field of marketing and to evaluate the results obtained within the framework of quality processes. |