Ders Adı | Kodu | Yarıyıl | T+U Saat | Kredi | AKTS |
---|---|---|---|---|---|
Integrated Marketıng Communıcatıons | MCS 509 | 0 | 3 + 0 | 3 | 6 |
Ön Koşul Dersleri | |
Önerilen Seçmeli Dersler | |
Dersin Dili | İngilizce |
Dersin Seviyesi | YUKSEK_LISANS |
Dersin Türü | Seçmeli |
Dersin Koordinatörü | Dr.Öğr.Üyesi TUBA ÇEVİK ERGİN |
Dersi Verenler | |
Dersin Yardımcıları | |
Dersin Kategorisi | Diğer |
Dersin Amacı | 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. |
Dersin İçeriği | 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. |
# | Ders Öğrenme Çıktıları | Öğretim Yöntemleri | Ölçme Yöntemleri |
---|---|---|---|
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, |
Hafta | Ders Konuları | Ön Hazırlık |
---|---|---|
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 |
Kaynaklar | |
---|---|
Ders Notu | |
Ders Kaynakları | 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 |
Değerlendirme Sistemi | |
---|---|
Yarıyıl Çalışmaları | Katkı Oranı |
1. Ara Sınav | 50 |
1. Kısa Sınav | 10 |
1. Ödev | 10 |
1. Proje / Tasarım | 30 |
Toplam | 100 |
1. Yıl İçinin Başarıya | 50 |
2. Final | 50 |
Toplam | 100 |
AKTS - İş Yükü Etkinlik | Sayı | Süre (Saat) | Toplam İş Yükü (Saat) |
---|---|---|---|
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 |
Toplam İş Yükü | 146 | ||
Toplam İş Yükü / 25 (Saat) | 5,84 | ||
Dersin AKTS Kredisi | 6 |