MBA (ENGLISH, NON-THESIS)
Master TR-NQF-HE: Level 7 QF-EHEA: Second Cycle EQF-LLL: Level 7

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
MAR5205 Integrated Marketing Communication Fall 3 0 3 9
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:
Mode of Delivery: Face to face
Course Coordinator : HANDE SAĞLAM
Course Lecturer(s): Dr. Öğr. Üyesi KAZIM SELÇUK TUZCUOĞLU
Assoc. Prof. AHU ERGEN
Dr. Öğr. Üyesi ASLI TOLUNAY
Prof. Dr. YEŞİM ULUSU
Instructor AYSUN ŞABANLI
Recommended Optional Program Components: non
Course Objectives: Aim of this course is to provide the basic marketing communications knowledge that is required for developing communication strategies in order to position a client or a corporation and to let the students obtain the necessary academic framework and application experience.

Learning Outcomes

The students who have succeeded in this course;
The students who succeeded in this course;
Explains marketing communications (marcom) studies theoretically and practically.
Explains the elements of marketing communications mix (advertising, public relations, sales promotion, direct marketing, personal selling)
Explains the relations between marcom elements
Explains how marcom mix elements create synergy when integrated.

Course Content

Marketing communications will be explained with its theoretical and practical aspects. The course will involve marketing communications, its role in the marketing process, integrated marketing communications, marketing communications plans, the elements of marketing communications mix: advertisements, PR, personal selling, direct marketing.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction
2) What is marketing, communication? What is marcom and integrated marketing communicatons? Don Schultz, Charles H. Patti & Philip J. Kitchen (eds.) The Evolution of Integrated Marketing Communications: The Customerdriven Marketplace (Routledge, 2011)
3) Integrated marketing communications plan Don Schultz, Charles H. Patti & Philip J. Kitchen (eds.) The Evolution of Integrated Marketing Communications: The Customerdriven Marketplace (Routledge, 2011)
4) Advertising Don Schultz, Charles H. Patti & Philip J. Kitchen (eds.) The Evolution of Integrated Marketing Communications: The Customerdriven Marketplace (Routledge, 2011)
5) How is the nature of marketing communication changing? Don Schultz, Charles H. Patti & Philip J. Kitchen (eds.) The Evolution of Integrated Marketing Communications: The Customerdriven Marketplace (Routledge, 2011)
6) Types of Media (Traditional Media, Digital Media) Don Schultz, Charles H. Patti & Philip J. Kitchen (eds.) The Evolution of Integrated Marketing Communications: The Customerdriven Marketplace (Routledge, 2011)
7) Midterm
8) Public Relations Don Schultz, Charles H. Patti & Philip J. Kitchen (eds.) The Evolution of Integrated Marketing Communications: The Customerdriven Marketplace (Routledge, 2011)
9) Personal selling Tony Yeshin, Integrated Marketing Communications: The Holistic Approach (ButterworthHeinemann, 2012)
10) Sales promotion Tony Yeshin, Integrated Marketing Communications: The Holistic Approach (ButterworthHeinemann, 2012)
11) Direct Marketing Tony Yeshin, Integrated Marketing Communications: The Holistic Approach (ButterworthHeinemann, 2012)
12) Marketing mix as the elements of communication Tony Yeshin, Integrated Marketing Communications: The Holistic Approach (ButterworthHeinemann, 2012)
13) Exhibitions and Commercial activities Tony Yeshin, Integrated Marketing Communications: The Holistic Approach (ButterworthHeinemann, 2012)
14) Review
15) Final

Sources

Course Notes / Textbooks: Don Schultz, Charles H. Patti & Philip J. Kitchen (eds.) The Evolution of Integrated Marketing Communications: The Customerdriven Marketplace (Routledge, 2011)
References: Tony Yeshin, Integrated Marketing Communications: The Holistic Approach (ButterworthHeinemann, 2012)

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Application 1 % 0
Special Course Internship (Work Placement) 1 % 10
Homework Assignments 1 % 10
Midterms 1 % 40
Final 1 % 40
Total % 100
PERCENTAGE OF SEMESTER WORK % 60
PERCENTAGE OF FINAL WORK % 40
Total % 100

ECTS / Workload Table

Activities Number of Activities Workload
Course Hours 14 42
Application 13 68
Study Hours Out of Class 14 84
Midterms 1 3
Final 1 3
Total Workload 200

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
0) Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality,
1) Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications,
1) 1) Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, 2) Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, 3) Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, 4) Using theoretical and practical information and skills gained at the expertise level in the field business administration, 5) Analyzing problems requiring expertise in the field business administration by using scientific research methods, 6) Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, 7) Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, 8) Evaluating the knowledge related to the field of business administration through critical perspective, 9) Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, 10) Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration.
2) Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension,
3) Using theoretical and practical information and skills gained at the expertise level in the field business administration,
4) Analyzing problems requiring expertise in the field business administration by using scientific research methods,
5) Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results,
6) Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration,
7) Evaluating the knowledge related to the field of business administration through critical perspective,
8) Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations,
9) Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration.