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 Dr.Öğr.Üyesi TUBA ÇEVİK ERGİN,
Course Assistants
Course Category Field Proper Education
Course Objective

This course is designed to teach students integrated marketing communications in depth.

Course Content

This course includes marketing communication elements such as advertising, sales promotion, public relations, personal selling, and the integrated marketing communication theories, concept and applications.

# Course Learning Outcomes Teaching Methods Assessment Methods
1 To provide students with an in-depth understanding of integrated marketing concepts, principles, and terminology Lecture, Question-Answer, Discussion, Drilland Practice, Testing, Oral Exam, Homework,
2 To understand the role of integrated marketing communications in an organisation Drilland Practice, Discussion, Question-Answer, Lecture, Homework, Oral Exam, Testing,
3 To analyze the relationship of five elements of the promotional mix Drilland Practice, Discussion, Question-Answer, Lecture, Homework, Oral Exam, Testing,
4 To understand the planning, implementation, and evaluation process of marketing communications Drilland Practice, Discussion, Question-Answer, Lecture, Homework, Oral Exam, Testing,
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> <p><span style="font-size: 13.5pt; font-family: 'Segoe UI',sans-serif; color: black;">Pazarlama İletişimi Y&ouml;netimi, Yavuz Odabaşı, Mine Oyman, MediaCat, 2012</span></p> <p style="font-variant-ligatures: normal; font-variant-caps: normal; orphans: 2; text-align: start; widows: 2; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; word-spacing: 0px;"><span style="font-size: 13.5pt; font-family: 'Segoe UI',sans-serif; color: black;">B&uuml;t&uuml;nleşik Pazarlama İletişimi -İzzet Bozkurt,MediaCat,2006</span></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

Pazarlama İletişimi Yönetimi, Yavuz Odabaşı, Mine Oyman, MediaCat, 2012

Bütünleşik Pazarlama İletişimi -İzzet Bozkurt,MediaCat,2006

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 70
1. Ödev 10
1. Sözlü Sınav 10
2. Sözlü Sınav 10
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 3 48
Mid-terms 1 30 30
Assignment 1 10 10
Final examination 1 30 30
Oral Examination 2 5 10
Total Workload 176
Total Workload / 25 (Hours) 7.04
dersAKTSKredisi 7