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 Öğrencilere bütünleşik pazarlama kavramını, içeriğini ve terminolojisini öğretmek Anlatım, Soru-Cevap, Tartışma, Deney ve Laboratuvar,
2 Bütünleşik pazarlama iletişiminin organizasyonlardaki rolünü anlamak Anlatım, Soru-Cevap, Beyin Fırtınası,
3 Pazarlama iletişimi karması elementleri arasındaki ilişkiyi analiz etmek Anlatım, Tartışma,
4 Pazarlama iletişimi sürecinin planlamasını, uygulamasını ve değerlendirilmesini anlamak Anlatım, Soru-Cevap,
Hafta Ders Konuları Ön Hazırlık
1 Principles of Marketing 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
2 What is marketing communication ? 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
3 Introduction to integrated marketing communications 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
4 The integrated marketing communications process –part-1 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
5 The integrated marketing communications process –part-2 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
6 The integrated marketing communications process –part-3 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
7 Managing integrated marketing communications planning –part-1 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
8 Managing integrated marketing communications planning –part-2 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
9 Managing integrated marketing communications planning –part-3 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
10 The integrated marketing communications mix –part-1 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
11 The integrated marketing communications mix –part-2 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
12 The integrated marketing communications mix –part-3 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
13 The integrated marketing communications mix –part-4 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
14 General review 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
Kaynaklar
Ders Notu
Ders Kaynakları
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)
Ders Süresi (Sınav haftası dahildir: 16x toplam ders saati) 14 3 42
Sınıf Dışı Ders Çalışma Süresi(Ön çalışma, pekiştirme) 14 1 14
Ara Sınav 1 10 10
Kısa Sınav 1 10 10
Proje / Tasarım 1 30 30
Final 1 30 30
Ödev 1 10 10
Toplam İş Yükü 146
Toplam İş Yükü / 25 (Saat) 5,84
Dersin AKTS Kredisi 6