Course Name Code Semester T+U Hours Credit ECTS
Marketing Communication ISL 424 8 2 + 0 2 5
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level Bachelor's Degree
Course Type Optional
Course Coordinator Dr.Öğr.Üyesi AYHAN SERHATERİ
Course Lecturers Dr.Öğr.Üyesi AYHAN SERHATERİ,
Course Assistants Res. Asst. Merve TÜRKMEN
Course Category Other
Course Objective The purpose of marketing communication is to help organization’s product, brand or the organization itself, to be known by target audience and inform consumers about the product or the organization. This course’s topic is to learn how to plan marketing communication and activities in this environment.
Course Content On the purpose of increasing the communication knowledge of students’ who have basic marketing knowledge, marketing and communication topics will be investigated simultaneously and interactively. Course’s aim is to introduce the field.
# Course Learning Outcomes Teaching Methods Assessment Methods
1 Describes and gives examples for the basic concepts regarding marketing Lecture, Question-Answer, Discussion, Drilland Practice, Case Study, Testing, Homework,
2 Explains the concept of market environment, analysis the constituents of the market environment and derives implications from this analysis for the marketing management Lecture, Discussion, Brain Storming, Self Study, Testing, Homework,
3 Explains the causes of consumer behavior and derives some consclusions for the marketing management Lecture, Discussion, Self Study, Testing, Homework,
4 Explains marketing information system and identifies the nescessary information needs and the analysis Lecture, Self Study, Testing, Homework,
5 Describes the concepts of market segmentation, target market selection and show the market segmentation process as well as target market selection Lecture, Question-Answer, Discussion, Group Study, Testing, Homework,
6 Analyzes the basic marketing components and organizes their places in marketing process. Lecture, Group Study, Self Study, Testing, Homework,
7 Analyzes the marketing activities of a business and generates the marketing program Lecture, Discussion, Group Study, Self Study, Testing, Homework,
8 Evaluates and analysis recent developments and changes taking place in the market environment with a strategic and rational perspective and develops marketing programs Lecture, Case Study, Self Study, Testing, Homework,
9 Follows the developments in the market and uses these developments in the formation of new marketing strategies Lecture, Question-Answer, Discussion, Group Study, Case Study, Testing, Homework,
Week Course Topics Preliminary Preparation
1 Basic Principles of Communication and Communication Technology
2 Persuasion and Communication Psychology
3 Communication Barriers and Traps in Marketing
4 Communication Mix in Marketing
5 Internal Communication in Marketing
6 Nonverbal Communication and Body Language in Marketing
7 Presentation Techniques for Marketing
8 Mid-term Exam
9 Group Dynamics and Group Communication
10 Sales Communication
11 Public Relations as a Communication Tool and Communication
12 Marketing Communication in Cyberspace
13 Culture and Communication in International Marketing
14 Marketing Communication Ethics
Resources
Course Notes Slides related to course and various websites with internet sources
Course Resources Yavuz Odabaşı, Mine Oyman, Pazarlama İletişimi Yönetimi, Mediacat Yayıncılık / İş Kitabı Dizisi, 2011
İknanın Psikolojisi, MediaCat Kitapları, Robert B. Cialdini
Satışın Kutsal Kitabı, MediaCat Kitapları, Jeffrey Gitomer
Gizli İkna Taktikleri, Yakamoz Yayınları, Kevin Hogan
Satışın 10 Altın Kuralı (Ciltsiz), MediaCat Kitapları, A. TanerÖzdeş
Satışta Başarı, Remzi Kitabevi, Frank Bettger
Başarılı Satış Taktikleri ve Satış Öyküleri, Omega Yayınları, Timuçin Fındık
Nöro Marketing, MediaCat Kitapları, Patrick Renvoisé & Christophe Morin
Dijital Çağda İçerik Yönetiminin Kuralları, MediaCat Kitapları, Ann Handley & C.C. Chapman
Pazarlama İletişiminde Sosyal Medya, Optimist Kitap, Salih Seçkin Sevinç
Satış Sanatı, Optimist Kitap, Philip Delves Broughton
Order Program Outcomes Level of Contribution
1 2 3 4 5
1 Our students will have fundamental knowledge in business administration. X
2 Our students will be able to work in teams, and share information with team members in tasks of business administration X
3 Our students will identify and analyse problems to offer solutions in tasks of business administration. X
4 Our students will participate in projects about business administration process and tasks. X
5 Our students will accept responsibility in order to conclude tasks of business administration. X
6 Our students will define ethical problems in work environment and generate solutions. X
7 Our students can transfer their knowledge and suggestions with technology supported tools and written communication skills. X
8 Our students can transfer their knowledge and suggestions by written and verbal communication skills. X
Evaluation System
Semester Studies Contribution Rate
1. Ödev 15
1. Sözlü Sınav 10
1. Performans Görevi (Uygulama) 20
Total 45
1. Yıl İçinin Başarıya 50
1. Final 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 2 32
Mid-terms 1 10 10
Assignment 2 5 10
Performance Task (Application) 1 5 5
Final examination 1 13 13
Total Workload 118
Total Workload / 25 (Hours) 4.72
dersAKTSKredisi 5