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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
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

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

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
Total Workload of the Course Unit 203
Workload (h) / 25.5 8
ECTS Credits allocated for the Course Unit 8,0