Kocaeli University / European Credit Transfer System (ECTS)

Name of Lecturer(s)

Prof. Dr. İdil SAYIMER

Learning Outcomes of the Course Unit
Program Competencies-Learning Outcomes Relation

Learning Outcomes of the Course Unit

1) Defining the concept of marketing communication.
2) Understanding promotion component of the marketing communications, public relations, publicity, advertising, personal selling and sales promotion activities.
3) Making a creative planning of the promotion objectives.
4) Setting the promotion objectives.
5) Conducting a budgetting.
6) Selecting the appropriate media.

Program Competencies-Learning Outcomes Relation

		Program Competencies
		1	2	3	4	5	6	7	8	9
Learning Outcomes
	1	Middle	High	Middle	Middle	High	High	High	High	High
	2	Middle	High	Middle	High	High	High	High	High	High
	3	High	Middle	High	High	Middle	High	High	Middle	High
	4	High	High	High	Middle	Middle	High	Middle	High	Middle
	5	High	High	High	Middle	Middle	Middle	High	Middle	High
	6	High	High	High	High	High	Middle	High	High	High

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) History of Marketing, Development Stages, Contemporary Marketing
2) Emergence of the Concept of Integrated Marketing Communications
3) Marketing Mix and Marketing Communications, Marketing Communications Process and Models
4) Strategies for Marketing Communications, Product-Benefit, Image-ID, product positioning strategies
5) Marketing mix elements-Product, Product-Brand Strategies, Price, Distribution Channels, Promotion
6) Marketing Communications Public Relations, Advertising, Sales Promotion, Personal Selling, Direct Marketing, Internet Marketing
7) Integrated Marketing Communications Planning Process, Models
8) Midterm examination/Assessment
9) Innovative approaches and examples of Integrated Marketing Communications
10) Integrated Marketing Communications Applications in the Digital Environment
11) New Media and Marketing Communications
12) Students presentations
13) Students presentations
14) Students presentations
15) Student Presentation

Planned Learning Activities and Teaching Methods

1) Lecture
2) Question-Answer
3) Discussion
4) Demonstration
5) Group Study

Assessment Methods and Criteria

Contribution of Quiz to Course Grade	30%
Contribution of Final Examination to Course Grade	70%
Total	100%

Language of Instruction

Turkish

Work Placement(s)

Not Required

Course Unit Title	Course Unit Code	Type of Course Unit	Level of Course Unit	Year of Study	Semester	ECTS Credits
Integrated Marketing Communication	HIT104	Compulsory	Master's degree	1	Spring	6