INTEGRATED MARKETING COMMUNICATION PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
YEM413	INTEGRATED MARKETING COMMUNICATION	5	3	3	5

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assoc.Prof. SARP BAĞCAN
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of this course is to ensure that marketing is addressed together with different disciplines and that appropriate responses are given to the needs.
Contents of the Course Unit:	The content of the course consists of the ways marketing is used in the field of communication, marketing elements, and effective communication strategies.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Ability to determine consumers' purchasing behavior and attitudes
Ability to define e-commerce
Ability to use tips on online marketing
Ability to prepare effective strategies for companies that can affect customers' purchasing behavior
Ability to organize effective marketing programs in new media channels

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Introduction	Introduction, communication concept, communication process and elements	Lecture, Question and Answer
2	Book Reading, Literature Review	Marketing communication concept: historical development process of marketing communication	Lecture, Question and Answer
3	Book Reading, Literature Review	Integrated marketing communication concept and features	Lecture, Question and Answer
4	Book Reading, Literature Review	Activities that are effective in the development of integrated marketing communications	Lecture, Question and Answer
5	Book Reading, Literature Review	Integrated marketing communication tools	Lecture, Question and Answer
6	Book Reading, Literature Review	The role and benefits of advertising in the integrated marketing communication process	Lecture, Question and Answer
7	Book Reading, Literature Review	Personal selling	Lecture, Question and Answer
8	-	MID-TERM EXAM	-
9	Book Reading, Literature Review	Sales promotion activities	Lecture, Question and Answer
10	Book Reading, Literature Review	Marketing public relations	Lecture, Question and Answer
11	Book Reading, Literature Review	Sponsorship	Lecture, Question and Answer
12	Book Reading, Literature Review	Direct marketing	Lecture, Question and Answer
13	Book Reading, Literature Review	Crisis management in integrated marketing communications	Lecture, Question and Answer
14	Book Reading, Literature Review	General Review	Lecture, Question and Answer
15	Book Reading, Literature Review	-	-
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Aaker, A. D. (2016). Güçlü Markalar Yaratmak. İstanbul: Mediacat Yayınları
Odabaşı Y., Oyman M. (2019). Pazarlama İletişimi Yönetimi. İstanbul: Mediacat Yayınları
Mucuk İ. (2006). Pazarlama İletişimi. Türkmen Kitabevi
Kingsnorth S. (2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page Publishers

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Describe basic communication theories with the knowledge gained in public relations and publicity.
2	List the main features of communication in items.
3	Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
2	Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
3	Tell the basic concepts of public relations and advertising in detail.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyze and evaluate social events at national and international level in the light of current debates.
2	Use the leadership, communication and presentation skills in occupational events.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Follow the innovations in the field of communication and important written and oral communication tools related to the field.
2	Write press releases for the purpose of introducing the institution he/she works at or owns.
3	Create communication programs within the public relations and advertising campaign.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluate the planning processes of past communication programs, public relations and advertising practices.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use communication techniques in the right place, environment and time.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Plan communication programs in the awareness of ethical values in the professional work.

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	13	3	39
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	0	0	0
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	1	30	30
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	20	20
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	31	0	133