Integrated Marketing Communication
Public Relations and Publicity
Faculty of Communication
First Cycle (Bachelor's Degree)
| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Integrated Marketing Communication | ILT204 | Elective | Bachelor's degree | 2 | Spring | 4 |
Name of Lecturer(s)
Prof. Dr. İdil SAYIMER
Associate Prof. Dr. Zeynep Benan DONDURUCU
Learning Outcomes of the Course Unit
1) Define the concept of marketing communication.
2) Describe promotion component of the marketing communications, public relations, publicity, advertising, personal selling and sales promotion activities.
3) Plan the promotion objectives creativly.
4) Make up the promotion objectives.
5) Make a budget.
6) Select the appropriate media
Program Competencies-Learning Outcomes Relation
| Program Competencies | ||||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | ||
| Learning Outcomes | ||||||||||
| 1 | Middle | Middle | Middle | No relation | No relation | No relation | Middle | High | Middle | |
| 2 | Middle | Middle | Middle | Middle | No relation | No relation | No relation | Middle | High | |
| 3 | High | Middle | High | Middle | Middle | Middle | High | High | Middle | |
| 4 | High | High | Middle | Middle | Low | No relation | Middle | Low | High | |
| 5 | Middle | Middle | No relation | Middle | No relation | Low | Middle | High | Middle | |
| 6 | High | High | Middle | No relation | No relation | High | High | High | Middle | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
None
Course Contents
The course is designed for active participation. Most weeks there will be assignments due where individuals or groups will make presentations to the class. Thus, a combination of lectures, discussions, interaction, and presentation of assignments to the class by the students will be common during most class sessions.
Weekly Schedule
1) The History of Marketing, Development Stages, Contemporary Marketing2) The emergence of the Concept of Integrated Marketing Communications, Reasons to realize the Integrated Marketing Communication
3) Marketing Mix and marketing communication, Marketing Communication Process and Models
4) Marketing communication strategies, product-benefit, Product positioning strategies
5) Marketing Mix Elements, Product, Product-Brand Strategies, Price, Distribution channels, Promotion
6) Pr, Advertising, Sales Promotion, personal selling, Direct marketing, internet marketing in marketing communication
7) Integrated Marketing Communications Planning Process and models
8) Mid-term Exam
9) Integrated Marketing Communications Applications in Digital Envoirment
10) New media and marketing communication
11) Innovative approaches to Integrated Marketing Communications
12) Presentation about integrated marketing communication cases
13) Presentation about integrated marketing communication cases
14) Presentation about integrated marketing communication cases
15) Presentation about integrated marketing communication cases
16) Final Exam
Recommended or Required Reading
1- .
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Discussion
Assessment Methods and Criteria
Contribution of Midterm Examination to Course Grade |
30% |
|---|---|
Contribution of Final Examination to Course Grade |
70% |
Total |
100% |
Language of Instruction
Turkish
Work Placement(s)
Not Required