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
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


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