TÜRKÇE
ENGLISH
Information
| Code | MG3822 |
| Name | Integrated Marketing Communications |
| Term | 2023-2024 Academic Year |
| Term | Fall and Spring |
| Duration (T+A) | 4-0 (T-A) (17 Week) |
| ECTS | 8 ECTS |
| National Credit | 4 National Credit |
| Teaching Language | Türkçe |
| Level | Doktora Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | |
| Course Instructor |
1 |
Course Goal / Objective
With disciplinary boundaries blurring and technology uniting organisational systems and data, it is important to recognise the value of integration. How can the marketing and the customer service centre, the advertising and the organisational systems, the publicity and the website activity all be brought together with a single strategic focus? Integration is bigger than the boxes alone, greater than the sum of the chapters. And integration is driven by strategy, creativity and digital platforms.
Course Content
This course consists of the subjects of components and strategies of integrated marketing.
Course Precondition
None
Resources
Belch, George E._ Belch, Michael A._ Kerr, Gayle_ Waller, David_ Powell, Irene H. - Advertising_ An Integrated Marketing Communication Perspective-McGraw-Hill Connect (2020).pdf
Notes
Databases
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Present a brief verbal presentation. |
| LO02 | Quickly understand a company and its marketing communications activities. |
| LO03 | Throughly describe a range of media and methods available to marketers. |
| LO04 | Clearly argue a point of view regarding marketing communications. |
| LO05 | Demonstrate a comprehensive understanding of Marketing Communications theories and concepts. |
| LO06 | Prepare a Marketing Communications Plan for creative strategies. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic theoretical models for business field | 3 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Lists and identifies the theories that will contribute to the development of scientific methods and tools used in business | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Has an understanding of the legal and ethical issues faced by the Business profession | 3 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explains how to interpret the findings as a result of models used in business methods. | 4 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Creates sufficient knowledge to find a solution to the problems met by business | 5 |
| PLO06 | Bilgi - Kuramsal, Olgusal | Contributes to business by following the basic steps of the methods used in business | 3 |
| PLO07 | Bilgi - Kuramsal, Olgusal | Apply the application of business management methods. | 4 |
| PLO08 | Bilgi - Kuramsal, Olgusal | Encourages taking responsibility, claiming the lead and working effectively in a team and / or individually. | 4 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal | 5 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively | |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Has a good command of Turkish, as well as at least one another foreign language in accordance with the requirements of academic and work life | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Develops and implements new research methods that will contribute to the development of the business field | 4 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Develops new guidelines for the business managers’ decision making processes by researching on sub-disciplines of the business field. | 4 |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Forms the basis for the decision-making process by researching on the science of business field |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | CHAPTER 1 Everything is digital: changes and challenges for consumers, marketers and society | Reading related resources | Öğretim Yöntemleri: Tartışma |
| 2 | CHAPTER 2 Integrated marketing communication: history and current state | Reading related resources | Öğretim Yöntemleri: Tartışma |
| 3 | CHAPTER 3 Integration: the I in IMC | Case study | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 4 | CHAPTER 4 Consumer empowerment and behaviour | Reading related resources | Öğretim Yöntemleri: Tartışma |
| 5 | CHAPTER 5 Communication and engagement with the brand | Case study | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 6 | CHAPTER 6 Social, ethical and regulatory aspects | Reading related resources | Öğretim Yöntemleri: Tartışma |
| 7 | CHAPTER 7 Consumer insight and strategy | Reading related resources | Öğretim Yöntemleri: Tartışma |
| 8 | Mid-Term Exam | Essay | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | CHAPTER 8 Analytics | Case study | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 10 | CHAPTER 9 Search | Case study | Öğretim Yöntemleri: Tartışma |
| 11 | CHAPTER 10 Creative strategy | Case study | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 12 | CHAPTER 11 Media strategy | Case study | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 13 | CHAPTER 12 Measurement: output and process measures | Reading related resources | Öğretim Yöntemleri: Tartışma |
| 14 | CHAPTER 13 Advertising | Case study | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 15 | CHAPTER 14 Public relations and publicity, sales promotion, direct marketing and personal selling | Reading related resources | Öğretim Yöntemleri: Tartışma |
| 16 | Term Exams | Proceedings | Ölçme Yöntemleri: Ödev |
| 17 | Term Exams | Proceedings | Ölçme Yöntemleri: Ödev |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 4 | 56 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 8 | 112 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 2 | 4 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 212 | ||
| Total Workload / 25 (h) | 8,48 | ||
| ECTS | 8 ECTS | ||