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	Assist.Prof. RAMAZAN İNAN
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 the basic characteristics of the tourism industry and the basic concepts related to the Tourism Guidance profession and relate those with the characteristics of tourism businesses
2	Discusses the structure, operation and importance of tourism industry in country development and relates with tourism business

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explains and interprets culture, history, religion, art, geography way of thinking and way of life the various civilizations who lived in Turkey.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Plans a tour program considering the travel purpose, the type and the characteristics of the touristic region in accordance with the theoretical knowledge gained in the field of Tourism Guidance and discusses the functioning.
2	Underlines the importance of professional development by following scientific and current developments in the fields of tourism, art and archeology, and acts defensive attitude and behavior towards the necessity of lifelong learning.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyzes numerical and statistical data and results in accordance with ethical values for current practices in the field of tourism .
2	Knows and applies the legal regulations related to tourism field, tourist guidance professional law and professional organizations.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	By taking leadership role in tour groups; administers the tour program and solves possible problems during the tour.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses the skills of explaining and presenting Turkey's and other regions natural and cultural assets that have, ancient city, ruins and historical artefacts and architectural art, culture, cuisine, folklore, flora and fauna features of regions etc.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Shows the communication skill and presentation skill effectively in written and verbal and expresse his / her professional knowledge accurately and effectively.
2	Shows reading, writing, comprehension, speaking and writing skills in English and in a second foreign language (Arabic, Russian, Chinese).)

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses knowledge and competences related to preparation, implementation and supervision of a tour.
2	By using the personality traits that have social skills required by the Tourism Guidance profession; arranges projects, organizations and activities with sustainable, societal and social content specific to the field.
3	Shows a sensitive attitude towards the negative effects of tourism on the physical and social environment, acts with the consciousness of preserving abstract and concrete cultural assets

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