INTEGRATED MARKETING COMMUNICATION PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HIT438	INTEGRATED MARKETING COMMUNICATION	8	4	3	8

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	Assoc.Prof. SARP BAĞCAN
Instructor(s) of the Course Unit	Assist.Prof. İLKNUR GÜMÜŞ
Course Prerequisite	No

OBJECTIVES AND CONTENTS
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)
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
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
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
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	Describe basic communication theories with the knowledge gained in public relations and publicity.			2
2	List the main features of communication in items.					4
3	Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.						5

KNOWLEDGE
Factual
	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.					4
2	Evaluate the knowledge related to social and natural sciences and produce projects in professional life.					4
3	Tell the basic concepts of public relations and advertising in detail.					4

SKILLS
Cognitive
	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.			2
2	Use the leadership, communication and presentation skills in occupational events.						5

SKILLS
Practical
	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.					4
2	Write press releases for the purpose of introducing the institution he/she works at or owns.					4
3	Create communication programs within the public relations and advertising campaign.						5

OCCUPATIONAL
Autonomy & Responsibility
	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.					4

OCCUPATIONAL
Learning to Learn
	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.						5

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use communication techniques in the right place, environment and time.					4

OCCUPATIONAL
Occupational and/or Vocational
	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.					4

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	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