| BUSINESS ADMINISTRATION | |||||
| 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 | Fall | 3 | 0 | 3 | 4 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Departmental Elective |
| Course Level: | Bachelor |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN |
| Course Lecturer(s): |
Dr. Öğr. Üyesi KAZIM SELÇUK TUZCUOĞLU Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN |
| 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: | 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 |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | 1 | % 25 |
| Project | 1 | % 25 |
| Seminar | % 0 | |
| Midterms | % 0 | |
| Preliminary Jury | % 0 | |
| Final | 1 | % 40 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| 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 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Special Course Internship (Work Placement) | 0 | 0 | 0 |
| Field Work | 0 | 0 | 0 |
| Study Hours Out of Class | 14 | 7 | 98 |
| Presentations / Seminar | 1 | 1 | 1 |
| Project | 1 | 2 | 2 |
| Homework Assignments | 0 | 0 | 0 |
| Quizzes | 0 | 0 | 0 |
| Preliminary Jury | 0 | 0 | 0 |
| Midterms | 0 | 0 | 0 |
| Paper Submission | 0 | 0 | 0 |
| Jury | 0 | 0 | 0 |
| 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) | Being able to identify problems and ask right questions | |
| 2) | Having problem solving skills and developing necessary analytical attitude | |
| 3) | Comprehending theoretical arguments along with counter arguments in detail | |
| 4) | Gaining awareness of lifelong learning and being qualified for pursuing graduate education | |
| 5) | Applying theoretical concepts in project planning | |
| 6) | Communicating efficiently by accepting differences and carrying out compatible teamwork | |
| 7) | Increasing efficiency rate in business environment | |
| 8) | Developing innovative and creative solutions in face of uncertainty | |
| 9) | Researching to gather information for understanding current threats and opportunities in business | |
| 10) | Being aware of the effects of globalization on society and business while deciding | |
| 11) | Possessing digital competence and utilizing necessary technology | |
| 12) | Communicating in at least one foreign language in academic and daily life | |
| 13) | Possessing managing skills and competence | |
| 14) | Deciding with the awareness of the legal and ethical consequences of business operations | |
| 15) | Expressing opinions that are built through critical thinking process in business and academic environment |