Marketing Communications
Marketing
Vocational School of A.Riza Veziroglu
Short Cycle (Associate's Degree)
| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Marketing Communications | PAP209 | Compulsory | Associate degree | 2 | Fall | 2 |
Name of Lecturer(s)
??? Öğretim Elemanı belli değildir
Associate Prof. Dr. Duygu FIRAT
Associate Prof. Dr. Ehlinaz TORUN KAYABAŞI
Associate Prof. Dr. Sema YILMAZ GENÇ
Assistant Prof. Dr. Hale BÜTÜN BAYRAM
Assistant Prof. Dr. Okan ŞENELDİR
Lecturer Elvan AKSEN
Lecturer Yalçın ARSLAN
Lecturer Tülin BAYRAKTAR
Lecturer Ertan KARAÇAY
Lecturer Simin YAZICI
Lecturer Dr. Bahar AYDIN CAN
Lecturer Dr. Süheyla BAYRAKTAR
Learning Outcomes of the Course Unit
1) To be able to explain the relationship between marketing and communication
1) To be able to explain the relationship between marketing and communication
1) To be able to explain the relationship between marketing and communication
1) To be able to explain the relationship between marketing and communication
2) Marketing communication strategies
2) Marketing communication strategies
2) Marketing communication strategies
2) Marketing communication strategies
3) To be able to apprehend place in marketing communication of the advertisement which is one of the elements of marketing communication
3) To be able to apprehend place in marketing communication of the advertisement which is one of the elements of marketing communication
3) To be able to apprehend place in marketing communication of the advertisement which is one of the elements of marketing communication
3) To be able to apprehend place in marketing communication of the advertisement which is one of the elements of marketing communication
4) To be able to apprehend contributions to marketing communication of the public relations
4) To be able to apprehend contributions to marketing communication of the public relations
4) To be able to apprehend contributions to marketing communication of the public relations
4) To be able to apprehend contributions to marketing communication of the public relations
5) Difference aspects of the personal selling and its importance on the marketing communication
5) Difference aspects of the personal selling and its importance on the marketing communication
5) Difference aspects of the personal selling and its importance on the marketing communication
5) Difference aspects of the personal selling and its importance on the marketing communication
Program Competencies-Learning Outcomes Relation
| Program Competencies | |||||||||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | ||
| Learning Outcomes | |||||||||||||||
| 1 | Middle | High | High | Middle | High | Middle | Low | High | Middle | Middle | Middle | Low | Middle | High | |
| 1 | Middle | High | High | Middle | Middle | Middle | No relation | Middle | High | Middle | No relation | High | High | High | |
| 1 | Middle | Middle | Middle | No relation | Low | High | Middle | Low | High | High | Middle | Middle | Middle | Middle | |
| 1 | High | Middle | High | High | Middle | Middle | Middle | Low | High | Middle | Middle | Low | Low | Low | |
| 2 | Middle | High | Middle | High | Middle | Middle | High | Middle | High | Middle | No relation | Low | Low | Low | |
| 2 | Middle | High | High | Middle | High | High | Middle | High | Middle | High | Middle | Middle | Middle | High | |
| 2 | Middle | High | High | High | Middle | Middle | High | Middle | High | Low | High | Middle | High | Middle | |
| 2 | Middle | High | Middle | Middle | Low | Middle | Middle | Low | Middle | Low | High | High | Middle | Middle | |
| 3 | Low | Middle | Low | High | Middle | Low | High | Middle | Middle | Middle | Middle | Middle | Middle | Low | |
| 3 | Middle | Middle | Middle | High | High | Middle | High | Middle | High | Middle | Low | Middle | Low | Middle | |
| 3 | Low | Middle | Middle | No relation | High | Middle | High | High | Middle | High | Middle | Middle | Middle | Low | |
| 3 | High | Middle | Middle | Low | High | Middle | Low | Middle | High | Low | High | Middle | Middle | High | |
| 4 | Low | Middle | Middle | High | High | Middle | Middle | High | Middle | High | Middle | Middle | Middle | Middle | |
| 4 | Middle | Low | Middle | Middle | High | Middle | Middle | High | Middle | Middle | High | Middle | Middle | Middle | |
| 4 | Low | Middle | Middle | High | Middle | Middle | High | Middle | Middle | High | High | High | Middle | Middle | |
| 4 | Middle | Low | Middle | High | Middle | Low | High | Middle | High | High | Middle | High | Middle | Middle | |
| 5 | Low | No relation | Middle | Middle | Middle | No relation | Middle | High | High | Middle | High | High | High | High | |
| 5 | Low | Middle | Middle | High | High | Middle | Middle | High | No relation | High | High | High | High | High | |
| 5 | Low | Middle | High | High | Middle | Middle | High | High | High | Middle | Middle | Low | Middle | Middle | |
| 5 | High | High | High | Low | Low | Low | Middle | High | Middle | High | Middle | High | High | High | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Service Marketing, Marketing Communication, Customer Relationship Management
Course Contents
Relation between marketing and communication, concept and charasteristics of marketing communication, marketing communication and persuasion, marketing communication strategy, marketing communication messages, designing the marketing mix, elements of marketing mix, promotion mix, advertising as communication process, public relations and announcement, types of announcement, personal selling, sales promotion, sales promotion objectives, sales promotion activities, ınstitution ıdentity, product, trademark and package, communication dimension of distribution and price, direct marketing.
Weekly Schedule
1) Definition of marketing communication, its importance, relationship of marketing communication with 4Ps (Product, Price, Distribution, Promotion).2) Integrated Marketing Communications (IMC) Content: Basic principles, reasons and benefits of integrated marketing communications (IMC).
3) Market segmentation, targeting, positioning strategies and the role of marketing communications in these processes.
4) how consumer behavior plays a role in marketing communications, the purchasing process
5) Brand identity, brand positioning, brand loyalty and brand image creation
6) Ad types, creation of advertising messages and campaign
7) Public relations activities, crisis management, corporate reputation and media relations
8) Midterm examination/Assessment
9) Social media, digital advertising, content marketing, email marketing.
10) Direct Marketing and Sales Promotions
11) Event marketing, sponsorship strategies and applications
12) Media planning processes, media tools, media budget and target audience selection
13) Marketing Research and Measurement
14) Marketing communication strategies in global markets, cultural differences.
15) Overall Rating homework presentation
Recommended or Required Reading
1- Pazarlama İletişim İle Bütünleşti
Yazar: Ayşe Müge Yazgan
Yayınevi: Beta Yayınları
1- .Pazarlama İletişim İle Bütünleşti
Yazar: Ayşe Müge Yazgan
Yayınevi: Beta Yayınları
Planned Learning Activities and Teaching Methods
1) Lecture
2) Lecture
3) Modelling
4) Modelling
5) Group Study
6) Group Study
7) Case Study
8) Lab / Workshop
9) Lab / Workshop
Assessment Methods and Criteria
Contribution of Semester Studies to Course Grade |
40% |
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Contribution of Final Examination to Course Grade |
60% |
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Total | 100% | |||||||||||
Language of Instruction
Turkish
Work Placement(s)
Not Required