MARKETING COMMUNICATION PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
RTI203	MARKETING COMMUNICATION	3	3	3	6

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of the course is to provide students with the concept, mission and strategies of modern marketing communication.
Contents of the Course Unit:	Communication and marketing concepts and scope, definition and characteristics of marketing communication concept, marketing communication and advertising, marketing communication and public relations, historical development process of marketing communication, marketing communication today, concept and scope of integrated marketing communication, 4p and 4c in marketing communication, 7p and 7c in marketing communication, marketing communication process, guerrilla marketing, direct marketing and ethics in marketing communication are the contents of this course.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Defines the importance of marketing communication for organisations and consumers.
Defines the integrated marketing communication approach and the reasons for its development.
Interpret the benefits and challenges of integrated marketing communication and traditional and integrated approaches.
Discusses marketing communication approaches and practices.
Explains the concept of communication by interpreting the importance and scope of marketing communication.
Explains the process of communication in the context of marketing communication.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Literature review	Introduction, general information about the course: Aim, Content, Application, Evaluation Explanation of the weekly course programme: Syllabus Bibliography	Lecture, Discussion
2	Literature review	Concepts and scopes of communication and marketing, definition of marketing communication, characteristics and elements of integrated marketing communication	Lecture, Discussion
3	Literature review	Integrated marketing communication	Lecture, Discussion
4	Literature review	Integrated marketing communication and strategic planning process	Lecture, Discussion
5	Literature review	Planning process of marketing communication	Lecture, Discussion
6	Literature review	Marketing communication and advertising	Lecture, Discussion
7	Literature review	Marketing communication and sales development	Lecture, Discussion
8	-	MID-TERM EXAM	-
9	Literature review	Marketing communication and public relations	Lecture, Discussion
10	Literature review	Marketing communication and sponsorship	Lecture, Discussion
11	Literature review	Marketing communication and personal selling method	Lecture, Discussion
12	Literature review	Marketing communication and internet marketing	Lecture, Discussion
13	Literature review	Marketing communication and direct marketing and exhibition	Lecture, Discussion
14	Literature review	Brand, brand value and positioning	Lecture, Discussion
15	Literature review	Brand, brand value and positioning	Lecture, Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Fiske, J. (2013). İletişim Çalışmalarına Giriş, Pharmakon Yayınevi
Güngör, N. (2017). İletişime Giriş, Siyasal Kitabevi
Mutlu, E. (2008). İletişim Sözlüğü, Ayraç Yayınları
Aziz, A. (2010). İletişime Giriş, Hiperlink Yayınları
Tosun, N. B. (2017). Marka Yönetimi, Beta Yayıncılık
Peltekoğlu, F. B. (2014). Halkla İlişkiler Nedir?, Bata Yayıncılık

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	Alanında ileri düzeyde bilgilere sahiptir.				3

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam Tasarımı ve İletişimi alanındaki temel bilgileri disiplinler arası çalışmalarda kullanır.				3

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	1-Alana ilişkin bilgileri çalışanlar ve ekip arkadaşlarına aktarabilme becerisine sahiptir.				3
2	-Karar, uygulama ve davranışlarında alana ilişkin edindiği bilgileri kullanmak suretiyle verileri yorumlayabilme, analiz edebilme, sorunları tanımlayabilme ve çözüm önerileri getirebilme becerisine sahiptir					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam kampanyası dahilinde iletişim programları yaratır					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Alana ilişkin konularda araştırma ve çalışma yapar.					4
2	Proje yürütücüsü ya da katılımcısı olarak proje hedeflerine uygun sorumluluk alır						5
3	Örgüt/Kurum için amaç ve hedef belirler.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Edindiği bilgi ve becerileri eleştirel olarak değerlendirir.						5
2	Öğrenme gereksiniminin sürekliliğini kavradığını gösterir.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Alanı ile ilgili edindiği bilgi ve beceriler düzeyindeki düşüncelerini ve önerilerini ilgililere yazılı ve sözlü olarak aktarır.					4
2	Mesleki alanda paydaşlarla etkili iletişim kurar.					4
3	Alanının gerektirdiği en az Avrupa Bilgisayar Kullanma Lisansı İleri Düzeyinde bilgisayar yazılımı ile birlikte bilişim ve iletişim teknolojilerini kullanır.				3
4	Bir yabancı dili en az Avrupa Dil Portföyü B1 Genel Düzeyinde kullanarak alanındaki bilgileri izler ve meslektaşları ile iletişim kurar				3

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Örgüt/Kurum, iş ve toplumsal etik değerlere uygun davranır.				3
2	Örgütün/Kurumun paydaşlarıyla ilişkilerini analiz eder ve etkin biçimde yürütür.					4
3	Yenilikleri teşvik edebilme becerisine sahiptir.					4
4	Örgüte/kuruma ilişkin eleştirel düşünür.					4
5	Sosyal hakların evrenselliği, sosyal adalet, kalite ve kültürel değerler ile çevre koruma, iş sağlığı ve güvenliği konularında yeterli bilince sahiptir.						5

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	12	4	48
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	12	4	48
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	7	7
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	5	5
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	42	0	152