| MATHEMATICS (TURKISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| MAR5205 | Integrated Marketing Communication | Fall | 3 | 0 | 3 | 9 |
| 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: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Dr. Öğr. Üyesi BURÇAK PERKER |
| Course Lecturer(s): |
Prof. Dr. AHU ERGEN Dr. Öğr. Üyesi KAZIM SELÇUK TUZCUOĞLU Dr. Öğr. Üyesi ASLI TOLUNAY Prof. Dr. YEŞİM ULUSU Instructor AYSUN ŞABANLI |
| 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. |
|
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. |
| 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. |
| 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 | ||
| Course Notes: | 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) |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 0 | % 0 |
| Laboratory | 0 | % 0 |
| Application | 1 | % 0 |
| Field Work | 0 | % 0 |
| Special Course Internship (Work Placement) | 1 | % 10 |
| Quizzes | 0 | % 0 |
| Homework Assignments | 1 | % 10 |
| Presentation | 0 | % 0 |
| Project | 0 | % 0 |
| Seminar | 0 | % 0 |
| Midterms | 1 | % 40 |
| Preliminary Jury | 0 | % 0 |
| Final | 1 | % 40 |
| Paper Submission | 0 | % 0 |
| Jury | 0 | % 0 |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 14 | 42 | |
| Laboratory | |||
| Application | 13 | 68 | |
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | 14 | 84 | |
| Presentations / Seminar | |||
| Project | |||
| Homework Assignments | |||
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | 1 | 3 | |
| Paper Submission | |||
| Jury | |||
| Final | 1 | 3 | |
| Total Workload | 200 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |