| Course Name | IMC Principles and Practices |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MCPR 566 | Fall | 3 | 0 | 3 | 7.5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Required | |||||
| Course Level | - | |||||
| Mode of Delivery | face to face | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The aim of the course is to introduce graduate students to the principles and practices of integrated marketing communication. Throughout the semester it is aimed to provide a theoretical perspective to the emergence of IMC and critically consider the concept in the light of debates related with its development, implementation and evaluation. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | This course is an in-depth discussion and a critical study of principles and practices related to the topics in IMC. After examining the fundamentals of IMC, the process of developing an IMC program will be introduced. Different articles from related journals will also be discussed about relevant IMC topics. Students will present elements of IMC mix and discuss articles related with the topic. |
| Related Sustainable Development Goals | |
|
| Core Courses | X |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to the Course | |
| 2 | Role of IMC in Marketing | http://fabrikbrands.com/what-is-integrated-marketing-communications/ https://courses.lumenlearning.com/boundless-marketing/chapter/introduction-to-integrated-marketing-communications/ https://learn.g2crowd.com/integrated-marketing-communications |
| 3 | Emergence of IMC | Philip J. Kitchen, Joanne Brignell, Tao Li And Graham Spickett Jones (2004). The Emergence of IMC: A Theoretical Perspective. Journal of Advertising Research, 44 , pp 19-30 Kitchen, P. J., & Schultz, D. E. (2003). Integrated corporate and product brand communication (1). Journal of Competitiveness Studies, 11(1), |
| 4 | Review of IMC | Porcu, L., Barrio-García, S. D., & Kitchen, P. J. (2012). How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects. Tafesse, W., & Kitchen, P. J. (2017). IMC–an integrative review. International Journal of Advertising, 36(2), 210-226. Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing communication. European Journal of Marketing, 51(3), 445-463. |
| 5 | IMC Campaign Planning | David Pickton and Amanda Broderick, (Sep 2004) Integrated Marketing Communications 2nd Ed., Financial Times/ Prentice Hall. pp. 288-309 Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield. Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2017). Improving integrated marketing communications practices: A comparison of objectives and results. Journal of Marketing communications, 23(4), 351-370. |
| 6 | Social Media and 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. |
| 7 | Midterm | |
| 8 | Advertising from IMC mix | Dahlen, M., & Rosengren, S. (2016). If Advertising Won't Die, What Will It Be? Toward a Working Definition of Advertising. Journal of Advertising, 45(3), 334-345. Kumar, V., & Gupta, S. (2016). Conceptualizing the Evolution and Future of Advertising. Journal of Advertising, 45(3), 302-317. Schultz, D. (2016). The Future of Advertising or Whatever We're Going to Call It. Journal of Advertising, 45(3), 276-285. |
| 9 | PR from IMC mix | Illia, L., & Balmer, J. M. (2012). Corporate communication and corporate marketing: Their nature, histories, differences and similarities. Corporate Communications: An International Journal, 17(4), 415-433. |
| 10 | Sales promotion from IMC mix | Zoellner, F., & Schaefers, T. (2015). Do price promotions help or hurt premium-product brands?Journal of Advertising Research, 55(3), 270-283. |
| 11 | Direct marketing from IMC mix | Subramanian, K. R. (2017). Building Customer Relations through Direct Marketing. International Journal of Combined Research & Development, Vol.6, Issue 9, pp. 799-810. |
| 12 | Personal selling from IMC mix | Arnett, D. B., & Wittmann, C. M. (2014). Improving marketing success: The role of tacit knowledge exchange between sales and marketing. Journal of Business Research, 67(3), 324-331. |
| 13 | Events and experiences in IMC | Hede, A. and Kellett, P. (2011), "Marketing communications for special events", European Journal of Marketing, Vol. 45 No. 6, pp. 987-1004. |
| 14 | Analysis and discussion of an IMC campaign | - |
| 15 | Review of the semester | |
| 16 | Final Project due |
| Course Notes/Textbooks | Related readings and references |
| Suggested Readings/Materials | Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield Ang, L. (2014). Principles of Integrated Marketing Communications. Cambridge University Press David Pickton and Amanda Broderick, (2004) Integrated Marketing Communications 2nd Ed., Financial Times/ Prentice Hall.
Available online via electronic information resources Journal of Advertising International Journal of Advertising Journal of Advertising Research Journal of the Institute of Public Relations Journal of Product and Brand Management Journal of Marketing Communications European Journal of Marketing Journal of Business Research Journal of Brand Management Journal of Communication Management Journal of Database Marketing and Customer Strategy Management Journal of Promotion Management Public Relations Review |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 2 | 40 |
| Presentation / Jury | ||
| Project | 1 | 30 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 20 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 4 | 70 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 30 |
| 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 | 5 | 80 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 2 | 15 | |
| Presentation / Jury | |||
| Project | 1 | 40 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 27 | |
| Final Exams | |||
| Total | 225 |
| # | 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. | X | ||||
| 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. | |||||
| 6 | To be able to develop synthesis and evaluation skills related to issues in the field. | X | ||||
| 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
