Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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YEM413 | INTEGRATED MARKETING COMMUNICATION | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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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. DİDEM TETİK KÜÇÜKELÇİ |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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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) |
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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 |
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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 |
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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 |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Define concepts such as management, manager and leader.
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2 |
Analyze the accuracy, reliability and validity of the new information obtained from the data.
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KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Report the obtained data.
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2 |
Prepare software and projects related with the field.
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SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use the appropriate resources for data analysis related with the field.
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2 |
Analyze the work processes.
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SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Manage projects as part of a team.
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2 |
Apply the material, techniques and analyzes in relation with the subject for project and work flows.
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OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Fulfill responsibility with a focus on result in individual and team studies.
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OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Recognizes what he/she knows about his/her field or not.
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2 |
Act the theoretical knowledge in real life with learning to learn approach.
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3 |
Apply different methods and techniques with an innovative approach in his/her research.
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OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Apply the results obtained in accordance with voluntarism and social responsibility projects.
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2 |
Establish a healthy contact with colleagues
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3 |
Share the analyzes and obtained results with colleagues.
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4 |
Cooperate with colleagues at international level with the help of foreign language competency.
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OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Behave in accordance with ethical values regarding the collection, analysis and reporting of data.
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2 |
Participate the design of work processes and systems with full quality.
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3 |
Cooperate with other employees for the continuation of sustainability in the profession.
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WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 |
Total Workload of the Course Unit | 133 | ||
Workload (h) / 25.5 | 5,2 | ||
ECTS Credits allocated for the Course Unit | 5,0 |