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 | Prof. ŞENOL DURGUN |
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 |
Define the basic concepts of economics, administrative and human sciences.
|
||||||
2 |
Explain the general structure, operation and public policy formation process of administration.
|
||||||
3 |
Relate the principles and rules of political behavior, behavior and leadership in organizations.
|
||||||
4 |
Relate the knowledge of ecological, economic and social sustainability with information related to the field.
|
KNOWLEDGE |
|||||||
---|---|---|---|---|---|---|---|
Factual |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use information about his / her field in professional life and everyday life.
|
||||||
2 |
Use information related to ecological, economic and social sustainability in professional life and everyday life.
|
SKILLS |
|||||||
---|---|---|---|---|---|---|---|
Cognitive |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Interpret current political and administrative developments and the functioning of the democratic system by using the knowledge of political science and public administration.
|
||||||
2 |
Define the basic concepts of management, urbanization, environmental policies, political and legal sciences.
|
||||||
3 |
Relate professional knowledge of management, urbanization, environmental policies, politics and legal sciences to universal values
|
SKILLS |
|||||||
---|---|---|---|---|---|---|---|
Practical |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Compare the administrative structures and country management models by using the theoretical knowledge in the field of political science and public.
|
||||||
2 |
Organize events between the public, private sector and voluntary organizations.
|
OCCUPATIONAL |
|||||||
---|---|---|---|---|---|---|---|
Autonomy & Responsibility |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Collaborate with the people in the field of political science and public administration.
|
||||||
2 |
By using the accumulation of knowledge in political science and public administration; manage project, event and social responsibility activities.
|
OCCUPATIONAL |
|||||||
---|---|---|---|---|---|---|---|
Learning to Learn |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Analyze existing structures with a critical approach based on universal legal norms and administrative structures.
|
||||||
2 |
Apply the written and unwritten legal rules and ethical codes in his / her personal and professional life.
|
OCCUPATIONAL |
|||||||
---|---|---|---|---|---|---|---|
Communication & Social |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Improve himself/herself by following the political and administrative agenda and the written-oral work on the agenda.
|
||||||
2 |
Debate in the field of political science and public administration with different target groups in multicultural environments.
|
OCCUPATIONAL |
|||||||
---|---|---|---|---|---|---|---|
Occupational and/or Vocational |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Taking advantage of the existing history and theoretical knowledge of the field; interpret and analyze current issues, events and problems.
|
||||||
2 |
Develop original plans and programs to guide the functioning of political and bureaucratic institutions.
|
||||||
3 |
Develop alternative public policy proposals in the construction and implementation of sustainable and effective public policies.
|
||||||
4 |
Design reform programs aimed at making and improving the functioning of political and administrative organizations.
|
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 |
Total Workload of the Course Unit | 133 | ||
Workload (h) / 25.5 | 5,2 | ||
ECTS Credits allocated for the Course Unit | 5,0 |