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Ders Tanımı

Ders Kodu Yarıyıl T+U Saat Kredi AKTS
INTEGRATED MARKETING COMMUNICATIONS IHR 525 0 3 + 0 3 7
Ön Koşul Dersleri
Önerilen Seçmeli Dersler
Dersin Dili Türkçe
Dersin Seviyesi Yüksek Lisans
Dersin Türü SECMELI
Dersin Koordinatörü Dr.Öğr.Üyesi TUBA ÇEVİK ERGİN
Dersi Verenler Doç.Dr. AYDA İNANÇ
Dersin Yardımcıları
Dersin Kategorisi Alanına Uygun Öğretim
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.

Dersin Öğrenme Çıktıları Öğretim Yöntemleri Ölçme Yöntemleri
1 - To provide students with an in-depth understanding of integrated marketing concepts, principles, and terminology 1 - 2 - 3 - 4 - A - C -
2 - To understand the role of integrated marketing communications in an organisation 1 - 2 - 3 - 4 - A - C -
3 - To analyze the relationship of five elements of the promotional mix 1 - 2 - 3 - 4 - A - C -
4 - To understand the planning, implementation, and evaluation process of marketing communications 1 - 2 - 3 - 4 - A - C -
Öğretim Yöntemleri: 1:Lecture 2:Question-Answer 3:Discussion 4:Drilland Practice
Ölçme Yöntemleri: A:Testing C:Homework

Ders Akışı

Hafta Konular ÖnHazırlık
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

Kaynaklar

Ders Notu

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

Ders Kaynakları

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


Döküman Paylaşımı


Dersin Program Çıktılarına Katkısı

No Program Öğrenme Çıktıları KatkıDüzeyi
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

Değerlendirme Sistemi

YARIYIL İÇİ ÇALIŞMALARI SIRA KATKI YÜZDESİ
AraSinav 1 50
KisaSinav 1 15
KisaSinav 2 15
Odev 1 20
Toplam 100
Yıliçinin Başarıya Oranı 50
Finalin Başarıya Oranı 50
Toplam 100

AKTS - İş Yükü

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