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Week |
Subject |
Related Preparation |
1) |
Introduction |
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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 |
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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 |
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15) |
Final |
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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. |
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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. |
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4) |
To be able to critically evaluate the knowledge and skills acquired in the field of marketing expertise and to direct their learning. |
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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. |
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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. |
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