Course Name Code Semester T+U Hours Credit ECTS
Integrated Marketing Communications IHR 525 0 3 + 0 3 7
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level yuksek_lisans
Course Type Optional
Course Coordinator Dr.Öğr.Üyesi TUBA ÇEVİK ERGİN
Course Lecturers Doç.Dr. AYDA İNANÇ,
Course Assistants
Course Category Field Proper Education
Course Objective

This course is designed to provide students with a further understanding about the nature and scope of marketing communications. Integrated marketing communication (IMC) is a cross-functional process for creating profitable relationships with customers and publics by strategically controlling all messages sent to groups and encouraging dialogue. Students learn to integrate marketing communication elements (e.g., advertising, public relations, publicity, sales promotion, event marketing, direct marketing, e-communication, and selling) to advance an organization’s success and brand equity.

Course Content

This course focuses on the theories, concepts, and applications of integrated marketing communications, covering the elements of advertising, sales promotion, public relations, publicity, personal selling, direct marketing, and interactive marketing. The goal is to understand how marketing communications reaches and serves customers, and how it helps to shape consumer behaviour.

# Course Learning Outcomes Teaching Methods Assessment Methods
1 To provide students with an in-depth understanding of integrated marketing concepts, principles, and terminology , , , , , ,
2 To understand the role of integrated marketing communications in an organisation , , , , , ,
3 To analyze the relationship of five elements of the promotional mix , , , , , ,
4 To understand the planning, implementation, and evaluation process of marketing communications , , , , , ,
Week Course Topics Preliminary Preparation
1 Introduction to Integrated Marketing Communication
2 Purchasing Behaviours
3 Brand Management
4 Integrated Marketing Communication Planning Process
5 Integrated Marketing Communications Tools
6 Integrated Marketing Communication Tools-2
7 Integrated Marketing Communication Tools -3
8 Integrated Marketing Communication Tools -4
9 Digital Marketing
10 Social Media
11 Database marketing
12 Customer Relationship Management
13 Setting Budgets
14 Creativity and Integrated Marketing Communication
Resources
Course Notes <p>Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005</p> <p>B&uuml;t&uuml;nleşik Reklam, Tutundurma ve Pazarlama İletişimi, Pearson, Kenneth E. Clow,</p> <p>Donald Baack, Nobel Akademik Yayıncılık, 7. Basım,2016</p> <p>Marketing Management&rsquo;, Philip Kotler &amp; Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009</p> <p>- &lsquo;The Fundamentals and Practice of Marketing&rsquo;, John Wilmshurst &amp;Adrian Mackay, 4th edition, Butterworth</p> <p>Heinemann,2002</p> <p>Pazarlama İlkeleri&rsquo;, Prof. Dr. İsmet Mucuk, 16. Basim, T&uuml;rkmen Kitabevi, 2007</p>
Course Resources

Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005

Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi, Pearson, Kenneth E. Clow,

Donald Baack, Nobel Akademik Yayıncılık, 7. Basım,2016

Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009

- ‘The Fundamentals and Practice of Marketing’, John Wilmshurst &Adrian Mackay, 4th edition, Butterworth

Heinemann,2002

Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk, 16. Basim, Türkmen Kitabevi, 2007

Order Program Outcomes Level of Contribution
1 2 3 4 5
1 To evaluate the public relations and advertising activities with a critical point of view. X
2 To develop a capacity of analytic thinking on public relations and advertising X
3 To analyze the target audience on the basis of public relations and advertising activities. X
4 To define the elements of field research on public relations and advertising areas. X
5 To follow the new developments on corporate communication. X
6 To act with the consciousness of the execution on new public relations and advertising understandings based on information communication technologies. X
7 To be aware of the fact that increasing the quality on public relations and advertising is important. X
8 To consider the ethical values while using media vehicles on creating public relations and advertising activities. X
9 To embrace the public relations and advertising profession as a lifestyle. X
10 To apprehend the importance of PR for image, reputation and brand X
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 50
1. Kısa Sınav 15
2. Kısa Sınav 15
1. Ödev 20
Total 100
1. Final 50
1. Yıl İçinin Başarıya 50
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 5 80
Mid-terms 1 20 20
Quiz 2 10 20
Assignment 1 15 15
Total Workload 183
Total Workload / 25 (Hours) 7.32
dersAKTSKredisi 7