COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name
Integrated Marketing Communications
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
MI 502
Spring
3
0
3
5
Prerequisites
None
Course Language
Turkish
Course Type
Required
Course Level
Second Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives The aim of the course is to introduce the main principles and practices of integrated marketing communication (IMC) with a broader approach to communication field. It is also aimed to focus on changes occurred in marketing communication understanding with the emergence of IMC and to evaluate its professional implementations.
Learning Outcomes The students who succeeded in this course;
  • Assess the fundamental integrated marketing communication principles.
  • Assess the factors that underlie the development of IMC approach.
  • Describe how each of the communication elements contributes to the IMC whole.
  • Examine the process by which integrated marketing communications programs are planned.
  • Analyze one of the integrated marketing communications campaign implementation based on given readings.
Course Description In this course, by addressing theories in the literature, the fundamentals of IMC concept will be discussed. The contemporary discussions will be run with theoretical approach. While discussing advertising, public relations, sales promotion, direct marketing, and personal selling concepts, contents and executions, the role of marketing communications, integrated marketing communications and marketing and IMC plan will be evaluated with an advanced approach.
Related Sustainable Development Goals

 



Course Category

 Core Courses
X
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Introduction to the Course
2 Marketing and Marketing Communications Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.35-57; 223-295. Kotler, P. (2000) Pazarlama Dünyası. Çeviren: Nejat Muallimoğulları, Milenyum Baskı, Tek, Ö. B. ve Özgül, E. (2005). Modern Pazarlama İlkeleri. Birleşik Matbaacılık: İzmir. Kliatchho, J.,( 2005), Towards a New Definition of Integrated Marketing Communications (IMC). International Journal of Advertising, 24(1), 7-34.
3 IMC Approach in Marketing Communication Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.61-75. Kotler, P. (2000). Kotler ve Pazarlama, Çev. Ayşe Özyağcılar, Sistem Yayıncılık: İstanbul. Mucuk, İ. (2004). Pazarlama İlkeleri. Türkmen Kitabevi: İstanbul
4 Brand and IMC Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.359-375
5 The Role of New Media in IMC Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126. Fırlar Güneri, B. ve Yeygel, S. (2004). Sanal Ortamda Bütünleşik Pazarlama İletişimi. Ege Üniversitesi Basımevi: İzmir
6 The IMC Mix I: Advertising Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.95-122 Elden, M. (2009). Reklam ve Reklamcılık. Say Yayınları: İstanbul.
7 The IMC Mix II: Public Relations Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.129-160. Tuncel, H. (2009). Halkla İlişkiler Anlayişiyla Bütünleşik Pazarlama İletişimi. İstanbul Üniversitesi İletişim Fakültesi Dergisi Asna, A. (1997). Halkla İlişkiler (Public Relations.; Sabah Yayınları: İstanbul.
8 The IMC Mix III: Personal Selling Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.167-185 Guest speaker
9 The IMC Mix IV: Sales Promotion Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.193- Karpat Aktuğlu, I. (2009). Marka Yönetimi Güçlü ve Başarılı Markalar için Temel İlkeler. İletişim Yayınları: İstanbul. Büyükbaykal, G. (2002). Günümüzde Tutundurma Kavramı ve Önemi. İstanbul Üniversitesi İletişim Fakültesi Dergisi(15) s.529-533.
10 The IMC Mix V: Direct Marketing Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.303-317 - Karpat Aktuğlu, I. (2009). Marka Yönetimi Güçlü ve Başarılı Markalar için Temel İlkeler. İletişim Yayınları: İstanbul. Büyükbaykal, G. (2002). Günümüzde Tutundurma Kavramı ve Önemi. İstanbul Üniversitesi İletişim Fakültesi Dergisi(15) s.529-533
11 The IMC Mix VI: Event Management Altunbaş, H. Pazarlama İletişimi ve Etkinlik (Event) Pazarlamasi 'Müzik Eğlence Etkinliğinin Marka İletişimine Etkisi'. İstanbul Üniversitesi İletişim Fakültesi Dergisi| Istanbul University Faculty of Communication Journal, (34), 23-36. https://digitalage.com.tr/tum-yonleriyle-etkinlik-pazarlamasi-ve-etkinlik-pazarlamasinda-son-trendler/ Akay, R. A. (2014). Etkinlik Yönetimi Uygulamalarında Yaratıcı Rekabet Ve Sosyal Medyanın Entegrasyonu.
12 The IMC Mix VII: Trade fairs and exhibitions Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.389-391. Hede, A. and Kellett, P. (2011), "Marketing communications for special events", European Journal of Marketing, Vol. 45 No. 6, pp. 987-1004.
13 The IMC Mix VIII: Sponsorship Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.343-354.
14 Ethical Issues in IMC Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.429-434
15 IMC Campaign Planning Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.395-417. Case studies from sources such as WARC and Effie
16 IMC Campaign Planning Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.395-417. Case studies from sources such as WARC and Effie Guest speaker
Course Notes/Textbooks

Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul
Suggested Readings/Materials

www.temelaksoy.com, https://www.effieturkiye.org/, Marketing Tr, Mediacat magazines and websites, Harvard Business Review magazine and website, www.markalarfisildiyor.com, https://www.nexcmo.com/, Kotler, P. (2000) Pazarlama Dünyası. Çeviren: Nejat Muallimoğulları, Milenyum Baskı, Tek, Ö. B. ve Özgül E. (2005). Modern Pazarlama İlkeleri. Birleşik Matbaacılık: İzmir. Kotler, P. (2000). Kotler ve Pazarlama, Çev. Ayşe Özyağcılar, Sistem Yayıncılık: İstanbul. Mucuk, İ. (2004). Pazarlama İlkeleri. Türkmen Kitabevi: İstanbul. Elden, M. (2009). Reklam ve Reklamcılık. Say Yayınları: İstanbul. Asna, A. (1997). Halkla İlişkiler (Public Relations.; Sabah Yayınları: İstanbul. Karpat Aktuğlu, I. (2009). Marka Yönetimi Güçlü ve Başarılı Markalar için Temel İlkeler. İletişim Yayınları: İstanbul. Büyükbaykal, G. (2002). Günümüzde Tutundurma Kavramı ve Önemi. İstanbul Üniversitesi İletişim Fakültesi Dergisi(15) s.529-533. Fırlar Güneri, B. ve Yeygel, S. (2004). Sanal Ortamda Bütünleşik Pazarlama İletişimi. Ege Üniversitesi Basımevi: İzmir. Kocabaş, F. ve Elden, M. (2011). Reklamcılık Kavramlar, Kararlar, Kurumlar. İletişim Yayınları: İstanbul. Kliatchho, J..( 2005). Towards a New Definition of Integrated Marketing Communications (IMC). International Journal of Advertising 24(1), 7-34. Tuncel, H. (2009). Halkla İlişkiler Anlayişiyla Bütünleşik Pazarlama İletişimi. İstanbul Üniversitesi İletişim Fakültesi Dergisi| Istanbul University Faculty of Communication Journal, (35), 115-136. Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126. Hede, A. and Kellett, P. (2011), "Marketing communications for special events", European Journal of Marketing, Vol. 45 No. 6, pp. 987-1004.

 

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
2
50
Presentation / Jury
Project
1
40
Seminar / Workshop
Oral Exam
Midterm
Final Exam
Total

Weighting of Semester Activities on the Final Grade
3
100
Weighting of End-of-Semester Activities on the Final Grade
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: 16 x total hours)
16
Study Hours Out of Class
16
2
32
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
2
16
Presentation / Jury
Project
1
33
Seminar / Workshop
Oral Exam
Midterms
Final Exams
    Total
145

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication.

 X
2

To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods.
3

To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication.

 X
4

To be able to evaluate strategies and solution methods developed in brand communication.

 X
5

To be able to understand the basic principles of corporate communication management and gain the skills to apply them.
6

To be able to plan, develop, manage and evaluate an integrated brand communication campaign.

 X
7

To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders.
8

To be able to perform studies and practices in accordance with professional and social ethical values.
9

To be able to carry out an independent study on subjects requiring expertise in the field of brand communication.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest