Course Name | Code | Semester | T+U Hours | Credit | ECTS |
---|---|---|---|---|---|
Integrated Marketing Communications | MCS 509 | 0 | 3 + 0 | 3 | 6 |
Precondition Courses | |
Recommended Optional Courses | |
Course Language | English |
Course Level | yuksek_lisans |
Course Type | Optional |
Course Coordinator | Dr.Öğr.Üyesi TUBA ÇEVİK ERGİN |
Course Lecturers | |
Course Assistants | |
Course Category | Other |
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 | Lecture, Question-Answer, Drilland Practice, Self Study, | Testing, Homework, Project / Design, |
2 | To understand the role of integrated marketing communications in an organisation | Lecture, Question-Answer, Discussion, | Testing, Homework, Project / Design, |
3 | To analyze the relationship of five elements of the promotional mix | Lecture, Drilland Practice, | Testing, Homework, Project / Design, |
4 | To understand the planning, implementation, and evaluation process of marketing communications | Lecture, Question-Answer, | Testing, Homework, |
Week | Course Topics | Preliminary Preparation |
---|---|---|
1 | Principles of Marketing | |
2 | What is marketing communication ? | |
3 | Introduction to integrated marketing communications | |
4 | The integrated marketing communications process –part-1 | |
5 | The integrated marketing communications process –part-2 | |
6 | The integrated marketing communications process –part-3 | |
7 | Managing integrated marketing communications planning –part-1 | |
8 | Managing integrated marketing communications planning –part-2 | |
9 | Managing integrated marketing communications planning –part-3 | |
10 | The integrated marketing communications mix –part-1 | |
11 | The integrated marketing communications mix –part-2 | |
12 | The integrated marketing communications mix –part-3 | |
13 | The integrated marketing communications mix –part-4 | |
14 | General review |
Resources | |
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Course Notes | |
Course Resources | Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005 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 |
Evaluation System | |
---|---|
Semester Studies | Contribution Rate |
1. Ara Sınav | 50 |
1. Kısa Sınav | 10 |
1. Ödev | 10 |
1. Proje / Tasarım | 30 |
Total | 100 |
1. Yıl İçinin Başarıya | 50 |
2. Final | 50 |
Total | 100 |
ECTS - Workload Activity | Quantity | Time (Hours) | Total Workload (Hours) |
---|---|---|---|
Course Duration (Including the exam week: 16x Total course hours) | 14 | 3 | 42 |
Hours for off-the-classroom study (Pre-study, practice) | 14 | 1 | 14 |
Mid-terms | 1 | 10 | 10 |
Quiz | 1 | 10 | 10 |
Project / Design | 1 | 30 | 30 |
Final examination | 1 | 30 | 30 |
Assignment | 1 | 10 | 10 |
Total Workload | 146 | ||
Total Workload / 25 (Hours) | 5.84 | ||
dersAKTSKredisi | 6 |