TÜRKÇE
ENGLISH
Information
| Code | MG3822 |
| Name | Integrated Marketing Communications |
| Term | 2024-2025 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
The aim of this course is to give detailed information to students about the components of integrated marketing communications, operation, practices and theoritical background of integrated marketing.
Course Content
This course consists of the subjects of components and strategies of integrated marketing communications.
Course Precondition
None
Resources
Integrated Advertising, Promotion and Marketing Communications, Global Edition + MyLab (2017)Marketing with Pearson eText Kenneth E. Clow
Notes
University library database
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Present a brief verbal presentation. |
| LO02 | Quickly understand a company and its marketing communications activities |
| LO03 | Thoroughly 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 Communication Brief for creative. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the classical, modern and postmodern theories of marketing science. | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines scientific methods and tools used in marketing. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Develops research models by determining the variables related to the subjects of marketing science. | 4 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results obtained by applying the research models based on the marketing theories. | 4 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can produce solutions to the problems faced by today's marketing profession groups with appropriate methods. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can implement the basic steps of the methods used in the field of marketing. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can develop solutions by using the knowledge gained in the field of marketing. | 5 |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work effectively by taking responsibility in individual and/or team work. | 5 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal. | 5 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively. | 4 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Can use information and communication technologies to access, analyze and interpret information in the field of marketing. | |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present information, comments and suggestions related to the field of study in written and orally in accordance with the requirements of academic and business life. | 5 |
| PLO13 | Yetkinlikler - Alana Özgü Yetkinlik | Can develop and apply original research methods and tools that will contribute to the development of the field of marketing. | |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | 5 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of social, cultural and environmental issues. | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Forms the basis for the decision-making process of organizations and practitioners. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Integrated MarKeting Communication (IMC) and Theorical Backgorund of IMC in Marketing | General Introduction and Sharing of Articles and Chapters | |
| 2 | The Role of IMC in Marketing | Reading related parts from course sources. | |
| 3 | Advertisement and Promotion | Reading related parts from course sources. | |
| 4 | The Role of IMC in Consumer Behaviour | Reading related parts from course sources. | |
| 5 | Communication Process | Reading related parts from course sources. | |
| 6 | Sender, Message and Channel Factors | Reading related parts from course sources. | |
| 7 | Determining Goals and Budget of IMC | Reading related parts from course sources. | |
| 8 | Midterm Exam | Preparing for exam | |
| 9 | Creative Planning and Development Strategy | Reading related parts from course sources. | |
| 10 | Creative Application and Evaluation Strategy | Reading related parts from course sources. | |
| 11 | Media Planning Strategy | Reading related parts from course sources. | |
| 12 | Direct Marketing | Reading related parts from course sources. | |
| 13 | Internet and Interactive Media | Reading related parts from course sources. | |
| 14 | International IMC | Reading related parts from course sources. | |
| 15 | Ethical and Social Side of IMC | Reading related parts from course sources. | |
| 16 | Final exam | Preparing for exam | |
| 17 | Final exam | Preparing for exam |
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 | ||