Public Relations and Advertising
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Ders Genel Tanıtım Bilgileri

Course Code:

PRA330

Ders İsmi:

Integrated Marketing Communication

Ders Yarıyılı:

Spring

Ders Kredileri:

Theoretical	Practical	Laboratory	ECTS
2	0	0	5

Language of instruction:

Turkish

Ders Koşulu:

Ders İş Deneyimini Gerektiriyor mu?:

Type of course:

Required

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Asst. Prof. Dr. MEZİYET UYANIK

Course Lecturer(s):

Asst. Prof. Dr. CANSU GÖKMEN KÖKSAL
Asst. Prof. Dr. MEZİYET UYANIK
Asst. Prof. Dr. RAHŞAN PEKTAŞ

Course Assistants:

Dersin Amaç ve İçeriği

Course Objectives:

The aim of the course is to teach students the basic concepts and techniques necessary for the development and design of an effective integrated marketing communication program. It aims to encourage students to create creative ideas for effective marketing communication and to know about various communication tools and their effectiveness.

Course Content:

The course focuses on developing and implementing strategies for effective advertising campaigns as a part of integrated marketing communication, creating a solid brand by understanding consumer behavior, and recognizing digital and alternative marketing methods. Up-to-date articles and case studies support the course content, traditional and digital advertising campaigns, and the reference books followed to enable students to gain a theoretical and practical foundation.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) To learn and apply the basic concepts, terms, and techniques for integrated marketing communication and critically analyze them.
2 - Skills
Cognitive - Practical
1) To understand the role of the marketing process and the promotion mix in the marketing mix and strategy and to learn the planning and implementation process of integrated marketing communications.
2) Ability to develop an integrated marketing communications campaign based on an organization's marketing practices and measure and critically evaluate campaign results.
3 - Competences
Communication and Social Competence
Learning Competence
1) Recognizing different types of media, media strategy, target market selection, creating creative message content and learning and applying evaluation criteria.
Field Specific Competence
1) Understanding the role and importance of integrated marketing communication in creating brand value.
Competence to Work Independently and Take Responsibility

Ders Akış Planı

Week	Subject	Related Preparation
1)	Overview of the Course, Introduction to Communication and Marketing Communications	General readings on the topics
2)	Integrated Marketing Communications (IMC)	General readings on the topics
3)	Brand Mangement: Corporate and Brand Image	General readings on the topics
4)	Brand Management: Building Strong Brands	General readings on the topics
5)	Consumer Purchasing Behaviors	General readings on the topics
6)	The IMC Planning Process	General readings on the topics
7)	Advertising Design and Advertising Campaign Management	General readings on the topics
8)	Midterm Exam	Review of previous lecture notes
9)	Traditional Meda Channels	General readings on the topics
10)	Digital Marketing and Social Media	General readings on the topics
11)	Alternative Marketing	General readings on the topics
12)	Database and Direct Response Marketing and Personal Selling	General readings on the topics
13)	Sales Promotions, Public Relations Sponsorship Programs	General readings on the topics
14)	General Review, Discussion and Case Studies	Review of previous lecture notes
15)	Final Exam	Review of previous lecture notes

Sources

Course Notes / Textbooks:

Clow, K. E., & Baack, D. (2016). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (G. Öztürk, Çev.) Ankara: Nobel.

Clow, K. E., & Baack, D. (2022). Integrated Advertising, Promotion, and Marketing Communication (9, Global b.). Essex: Pearson.

Belch, G. E., & Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective (12 b.). New York: McGraw Hill Education.

References:

Ders - Program Öğrenme Kazanım İlişkisi

Ders Öğrenme Kazanımları	1	2	3	5	4
Program Outcomes

Ders - Öğrenme Kazanımı İlişkisi

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

Program Outcomes

Level of Contribution

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
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PERCENTAGE OF SEMESTER WORK		% 0
PERCENTAGE OF FINAL WORK		%
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