Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| INTEGRATED MARKETING COMMUNICATIONS | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Korhan MAVNACIOĞLU |
| Name of Lecturer(s) | Assoc.Prof. Korhan MAVNACIOĞLU |
| Assistant(s) | |
| Aim | The aim of this course is to create campaigns adopting the integrated marketing communication concepts and strategies. |
| Course Content | This course contains; Introduction to IMC,The Role of IMC in the Marketing Process,Perspectives on Consumer Behavior,The Communication Process,Establishing Objectives and Budgeting for the Promotional Program,Creative Strategy-Planning and Implementation,Media Planning and Strategy,Advertising,Public Relations, Sponsorship and Sales Promotion,Direct Marketing, Internet, Digital and Social Media,Personal Selling and Sales Promotion,The Evaluation of IMC Campaign Process,Ethical Issues in IMC,Global Marketing Communications. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Explain the importance of IMC in marketing process. | 13, 14, 16, 9 | A, F, H |
| Comprehend the importance of Integrated marketing communications. | 13, 14, 16, 9 | A, F, H |
| List the marketing communication tools. | 13, 14, 16, 9 | A, F, H |
| Build a sound capital budget with financial objectives. | 13, 14, 16, 9 | A, F, H |
| Formulate and evaluate creative strategies in the light of given marketing objectives and strategies. | 13, 14, 16, 9 | A, F, H |
| Explain the behavioural factors that influence the effectiveness of communications | 13, 14, 16, 5, 9 | A, F, H |
| Prepeare an IMC plan. | 13, 14, 16, 9 | A, F, H |
| Teaching Methods: | 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task, H: Performance Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to IMC | Article review on the concept of integrated marketing |
| 2 | The Role of IMC in the Marketing Process | Reading the shared article |
| 3 | Perspectives on Consumer Behavior | Article review on the concept of consumer behavior |
| 4 | The Communication Process | Reading the shared article |
| 5 | Establishing Objectives and Budgeting for the Promotional Program | Examining the shared case study |
| 6 | Creative Strategy-Planning and Implementation | Article review on the concept of creative strategy |
| 7 | Media Planning and Strategy | Examination of media planning examples |
| 8 | Advertising | Examination of various advertising examples |
| 9 | Public Relations, Sponsorship and Sales Promotion | Reading the shared article |
| 10 | Direct Marketing, Internet, Digital and Social Media | Reading the shared article |
| 11 | Personal Selling and Sales Promotion | Examining the shared case study |
| 12 | The Evaluation of IMC Campaign Process | Reading the shared article |
| 13 | Ethical Issues in IMC | Examining the shared case study |
| 14 | Global Marketing Communications | Examination of global brand examples |
| Resources |
| Clow, K. Baack, D. 2016. Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. Nobel Yayınevi. Belch, G. Belch, M. 2015. Advertising and Promotion: An Integrated Marketing Communications Perspective. McGrawHill. |
| Powerpoint handouts |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | X | |||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | X | |||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | X | |||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | X | |||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | X | |||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 16 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | X | |||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | X | |||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 2 | 20 | 40 | |||
| Resolution of Homework Problems and Submission as a Report | 2 | 20 | 40 | |||
| Term Project | 2 | 3 | 6 | |||
| Presentation of Project / Seminar | 1 | 30 | 30 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 30 | 30 | |||
| General Exam | 1 | 40 | 40 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 228 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(228/30) | 8 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| INTEGRATED MARKETING COMMUNICATIONS | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Korhan MAVNACIOĞLU |
| Name of Lecturer(s) | Assoc.Prof. Korhan MAVNACIOĞLU |
| Assistant(s) | |
| Aim | The aim of this course is to create campaigns adopting the integrated marketing communication concepts and strategies. |
| Course Content | This course contains; Introduction to IMC,The Role of IMC in the Marketing Process,Perspectives on Consumer Behavior,The Communication Process,Establishing Objectives and Budgeting for the Promotional Program,Creative Strategy-Planning and Implementation,Media Planning and Strategy,Advertising,Public Relations, Sponsorship and Sales Promotion,Direct Marketing, Internet, Digital and Social Media,Personal Selling and Sales Promotion,The Evaluation of IMC Campaign Process,Ethical Issues in IMC,Global Marketing Communications. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Explain the importance of IMC in marketing process. | 13, 14, 16, 9 | A, F, H |
| Comprehend the importance of Integrated marketing communications. | 13, 14, 16, 9 | A, F, H |
| List the marketing communication tools. | 13, 14, 16, 9 | A, F, H |
| Build a sound capital budget with financial objectives. | 13, 14, 16, 9 | A, F, H |
| Formulate and evaluate creative strategies in the light of given marketing objectives and strategies. | 13, 14, 16, 9 | A, F, H |
| Explain the behavioural factors that influence the effectiveness of communications | 13, 14, 16, 5, 9 | A, F, H |
| Prepeare an IMC plan. | 13, 14, 16, 9 | A, F, H |
| Teaching Methods: | 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task, H: Performance Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to IMC | Article review on the concept of integrated marketing |
| 2 | The Role of IMC in the Marketing Process | Reading the shared article |
| 3 | Perspectives on Consumer Behavior | Article review on the concept of consumer behavior |
| 4 | The Communication Process | Reading the shared article |
| 5 | Establishing Objectives and Budgeting for the Promotional Program | Examining the shared case study |
| 6 | Creative Strategy-Planning and Implementation | Article review on the concept of creative strategy |
| 7 | Media Planning and Strategy | Examination of media planning examples |
| 8 | Advertising | Examination of various advertising examples |
| 9 | Public Relations, Sponsorship and Sales Promotion | Reading the shared article |
| 10 | Direct Marketing, Internet, Digital and Social Media | Reading the shared article |
| 11 | Personal Selling and Sales Promotion | Examining the shared case study |
| 12 | The Evaluation of IMC Campaign Process | Reading the shared article |
| 13 | Ethical Issues in IMC | Examining the shared case study |
| 14 | Global Marketing Communications | Examination of global brand examples |
| Resources |
| Clow, K. Baack, D. 2016. Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. Nobel Yayınevi. Belch, G. Belch, M. 2015. Advertising and Promotion: An Integrated Marketing Communications Perspective. McGrawHill. |
| Powerpoint handouts |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | X | |||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | X | |||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | X | |||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | X | |||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | X | |||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 16 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | X | |||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | X | |||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |