MBA (ENGLISH, 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 :
Course Lecturer(s):	Assist. Prof. KAZIM SELÇUK TUZCUOĞLU Prof. Dr. AHU ERGEN Assist. Prof. 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
1)	Being able to develop and deepen their knowledge at the level of expertise in the same or a different field, based on undergraduate level qualifications.	5
2)	To be able to use the theoretical and applied knowledge at the level of expertise acquired ,n the field.
3)	To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field and to produce solutions by taking responsibility.	4
4)	To be able to interpret and create new knowledge by integrating the knowledge gained in the field with the knowledge from different disciplines,	5
5)	To be able to systematically transfer current developments in the field 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.	3
6)	To be able to develop strategy, policy and implementation plans in the fields related to the field and to evaluate the obtained results within the framework of quality processes.	5