| Course Name | Selected Issues in IMC |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MCPR 562 | Fall/Spring | 3 | 0 | 3 | 7.5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | Second Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This is a research and writing based course, which is designed to enable students to be\\nuptodate on the Integrated Marketing Communications issues.Students will explore a range of contemporary issues facing the marketing communications industry\\nfrom a theoretical and practical perspective. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | This course is a special in-depth discussion related to advanced and current topics in IMC. Various articles from related journals will be discussed about relevant IMC topics. |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | X | |
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to the Course | |
| 2 | Advertising | |
| 3 | The Impact of IMC on marketing communication | Tafesse, W., & Kitchen, P. J. (2017). IMC–an integrative review. International Journal of Advertising, 36(2), 210-226. Finne, A., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing communication. European Journal of Marketing, 51(3), 445-463. |
| 4 | Guest Speaker | |
| 5 | Dialogic Communication | Taylor, M., Kent, M. L., & White, W. J. (2001). How activist organizations are using the Internet to build relationships. Public Relations Review, 27(3), 263-284. Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21-37. Taylor, M., & Kent, M. L. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26(5), 384-398. doi: 10.1080/1062726X.2014.956106 |
| 6 | Native Advertising | Harms, B., Bijmolt, T. H., & Hoekstra, J. C. (2017). Digital native advertising: practitioner perspectives and a research agenda. Journal of Interactive Advertising, 1-12. https://doi.org/10.1080/15252019.2017.1357513 Amazeen, M. A., & Wojdynski, B. W. (2018). Reducing native advertising deception: Revisiting the antecedents and consequences of persuasion knowledge in digital news contexts. Mass Communication and Society, 1-26. https://doi.org/10.1080/15205436.2018.1530792 |
| 7 | Guest Speaker | |
| 8 | Corporate Reputation | Podnar, K., & Golob, U. (2017). The Quest for the Corporate Reputation Definition: Lessons from the Interconnection Model of Identity, Image, and Reputation. Corporate Reputation Review, 20, 186-192. Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2013). The reputation quotient: A multi-stakeholder measure of corporate reputation. Journal of Brand Management. |
| 9 | Case Study | |
| 10 | Artificial Intelligence in Marcom | |
| 11 | Big Data | -Malthouse, E. C., & Li, H. (2017). Opportunities for and pitfalls of using big data in advertising research. Journal of Advertising, 46(2), 227-235. Oliver, M. A., & Vayre, J. S. (2015). Big data and the future of knowledge production in marketing research: Ethics, digital traces, and abductive reasoning. Journal of Marketing Analytics, 3(1), 5-13. |
| 12 | Social Media | Araujo, T., Neijens, P., & Vliegenthart, R. (2017). Getting the word out on Twitter: The role of influentials, information brokers and strong ties in building word-of-mouth for |
| 13 | Discussion on Literature Review | |
| 14 | Discussion on Literature Review | |
| 15 | Review of the semester | |
| 16 | Review of the semester |
| Course Notes/Textbooks | No required textbook. Instructor will provide weekly reading materials such as book chapters and articles, case studies, papers etc. |
| Suggested Readings/Materials | Available online via electronic information resources International Journal of AdvertisingJournal of Advertising ResearchJournal of the Institute of Public RelationsJournal of Product and Brand ManagementJournal of Marketing CommunicationsEuropean Journal of MarketingJournal of Brand ManagementJournal of Communication ManagementJournal of Database Marketing and Customer Strategy Management |
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 2 | 40 |
| Presentation / Jury | 1 | 20 |
| Project | 1 | 40 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | ||
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
| 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 | 6 | 96 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 2 | 15 | |
| Presentation / Jury | 1 | ||
| Project | 1 | 41 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | |||
| Final Exams | |||
| Total | 215 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to evaluate the field of Marketing Communication and Public Relations from the perspective of integrated communication. | X | ||||
| 2 | To be able to develop knowledge about existing theories and principles in the field and evaluate the acquired knowledge with a critical approach. | X | ||||
| 3 | To be able to follow the latest developments and research in the field and reflect them to studies systematically. | |||||
| 4 | To be able to create new information that will contribute to the field by integrating the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication, etc.) in which Marketing Communication and Public Relations field is involved. | X | ||||
| 5 | To be able to analyze reflections of current consumption dynamics on consumers. | X | ||||
| 6 | To be able to develop synthesis and evaluation skills related to issues in the field. | |||||
| 7 | To be able to perform studies within the framework of scientific ethical rules about issues related to the field. | |||||
| 8 | To be able to design and implement an original research project on topics discussed in the field of Marketing Communication and Public Relations. | |||||
| 9 | To be able to follow developments in new technologies of media and communication, as well as new methods of production, new media industries, and new theories in the field of marketing communications and public relations; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B2) | |||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
