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 :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Prof. HÜSEYİN DİKME
Instructor(s) of the Course Unit	Assist.Prof. İPEK IŞILAY
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	Has advanced knowledge in the field.				3

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses the basic information in the field of Advertising in interdisciplinary studies.				3

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has the ability to transfer the knowledge of the field to employees and teammates.				3
2	Has the ability interpret and analyze data, define problems and propose solutions using acquired information relating to the area by using the information in decisions, practices and behaviors.					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Creates communication programs within the advertising campaign.					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conducts research and studies on subjects related to the field.					4
2	Takes responsibility in accordance with the project objectives as a project manager or participant.						5
3	Sets the purpose and target for the organization / institution.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluates critically the acquired knowledge and skills.						5
2	Shows that he/she understands the continuity of the learning need.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conveys his / her thoughts and suggestions at the level of knowledge and skills related to the field to those concerned in written and verbal form.					4
2	Communicates effectively with stakeholders in the professional field.					4
3	Uses information and communication technologies together with computer software at minimum advanced level of European Computer Driving License required by the field.				3
4	Follows the information in the field and communicates with colleagues by using a foreign language at least at the European Language Portfolio B1 General Level.				3

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Behaves in accordance with organization/institution, business and social ethical values.				3
2	Analyzes the relations of the organization/institution with its stakeholders and executes them effectively.					4
3	Has the ability to encourage innovations.					4
4	Thinks critically about the organization / institution.					4
5	Has sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.						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