Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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HIT438 | INTEGRATED MARKETING COMMUNICATION | 8 | 4 | 3 | 8 |
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 : | Compulsory |
Mode of Delivery of the Course Unit | - |
Coordinator of the Course Unit | Assoc.Prof. SARP BAĞCAN |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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Objectives of the Course Unit: | This course aims to explain the integrated marketing communication as an element of integrated corporate communication and to create an infrastructure in the stage of creating an integrated marketing communication strategy plan. |
Contents of the Course Unit: | Contents of the course include the subjects such as Defining the concept of integrated marketing communication, explanation of integrated marketing communication plan steps, description of the concepts of advertising, public relations, sales promotion, personal sales and direct marketing, which are the elements of the marketing communication mix, listing the elements of integrated corporate communication, analysis of integrated marketing communication examples, creation of integrated marketing communication plan. |
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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Define at least 2 of advertising, public relations, sales promotion, direct marketing and personal sales concepts in marketing communication mix |
List at least 4 of the elements that a marketing communication practice needs to be successful |
Compare the characteristics of stakeholders when creating an integrated marketing communication plan |
Evaluate the marketing communication practices through a case study |
Evaluate the connection between communication and target audience in the light of past examples |
Create a communication plan with reference to integrated marketing and communication planning steps |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
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Week | Preparatory | Topics(Subjects) | Method |
1 | Reading the related subject in the coursebook | Marketing Concept and Public Relations | Lecture & Question and Answer |
2 | Reading the related subject in the coursebook | Advertising and some related terms | Lecture & Question and Answer |
3 | Reading the related subject in the coursebook | Integrated Marketing Communication | Lecture & Question and Answer |
4 | Reading the related subject in the coursebook | Integrated Corporate Communication | Lecture & Question and Answer |
5 | Reading the related subject in the coursebook | Advertising in terms of Integrated Marketng Communication (IMC) | Lecture & Question and Answer |
6 | Reading the related subject in the coursebook | Personal Selling | Lecture & Question and Answer |
7 | Reading the related subject in the coursebook | Sales Promotion | Lecture & Question and Answer |
8 | - | MID-TERM EXAM | - |
9 | Reading the related subject in the coursebook | Marketing Public Relations | Lecture & Question and Answer |
10 | Reading the related subject in the coursebook | Guerrilla Marketing | Lecture & Question and Answer |
11 | Reading the related subject in the coursebook | Directing Marketing | Lecture & Question and Answer |
12 | Literature Review | Samples of IMC and partial review | Lecture & Question and Answer |
13 | Literature Review | Samples of IMC and partial review | Lecture & Question and Answer |
14 | - | Advertising in Social Media | Practice |
15 | - | Advertising in Social Media. General review for final exam | Practice |
16 | - | FINAL EXAM | - |
17 | - | FINAL EXAM | - |
SOURCE MATERIALS & RECOMMENDED READING |
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Babur Tosun, N. (2018). Reklam Yonetimi. Istanbul: Beta Publications |
Tolon, M. ve Zengin, A. Y. (2016). Butunlesik Pazarlama Iletisimi Yonetimi. Ankara: Detay Publications |
Bozkurt, I (2007). Butunlesik Pazarlama Iletisimi. MediaCat Kitaplari. |
Peltekoğlu, F., Halkla İlişkiler Nedir? 5.Baskı (2017)BETA BASIM YAYIM |
Broderick, A., ve Pickton, D. (2005). Integrated marketing communications. Pearson Education UK. |
Yeshin, T. (2012). Integrated marketing communications. Routledge. |
Theaker, A., Halkla İlişkilerin Elkitabı. MediaCat yayınları |
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 |
Describe basic communication theories with the knowledge gained in public relations and publicity.
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2 | |||||
2 |
List the main features of communication in items.
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4 | |||||
3 |
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
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5 |
KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
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4 | |||||
2 |
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
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4 | |||||
3 |
Tell the basic concepts of public relations and advertising in detail.
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4 |
SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Analyze and evaluate social events at national and international level in the light of current debates.
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2 | |||||
2 |
Use the leadership, communication and presentation skills in occupational events.
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5 |
SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Follow the innovations in the field of communication and important written and oral communication tools related to the field.
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4 | |||||
2 |
Write press releases for the purpose of introducing the institution he/she works at or owns.
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4 | |||||
3 |
Create communication programs within the public relations and advertising campaign.
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5 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.
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4 |
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 |
Evaluate the planning processes of past communication programs, public relations and advertising practices.
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5 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use communication techniques in the right place, environment and time.
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4 |
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 |
Plan communication programs in the awareness of ethical values in the professional work.
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4 |
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 | 4 | 56 |
Preliminary & Further Study | 14 | 4 | 56 |
Land Surveying | 0 | 0 | 0 |
Group Work | 0 | 0 | 0 |
Laboratory | 0 | 0 | 0 |
Reading | 14 | 4 | 56 |
Assignment (Homework) | 1 | 20 | 20 |
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 | 6 | 6 |
Short Exam | 0 | 0 | 0 |
Preparation for the Short Exam | 0 | 0 | 0 |
TOTAL | 47 | 0 | 203 |
Total Workload of the Course Unit | 203 | ||
Workload (h) / 25.5 | 8 | ||
ECTS Credits allocated for the Course Unit | 8,0 |