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ISTANBUL GELİŞİM UNIVERSITY INFORMATION SYSTEM

INTEGRATED MARKETING COMMUNICATION COURSE IDENTIFICATION AND APPLICATION INFORMATION

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

Objectives and Contents
Objectives: 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.
Content: 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.