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 |
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: |
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. |