| Course Name | Marketing Communication |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| BA 230 | Fall | 3 | 0 | 3 | 5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Required | |||||
| Course Level | First Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Aim of this course is to provide the basic marketing communications knowledge that is required for developing communication strategies in order to position a client or a corporation and to let the students obtain the necessary academic framework and application experience. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | Marketing communications will be explained with its theoretical and practical aspects. The course will involve marketing communications, its role in the marketing process, integrated marketing communications, marketing communications plans, the elements of marketing communications mix: advertisements, PR, personal selling, direct marketing. |
| Related Sustainable Development Goals |  |
|
| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction | |
| 2 | What is a brand ? Positining & Messaging | David Aaker Building Strong Brands, Jack Trout, Positioning |
| 3 | Brand Communication- Engagement | David Aaker Building Strong Brands, Jack Trout, Positioning |
| 4 | What is marketing, communication? What is marcom and integrated marketing communicatons? | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 1-66. |
| 5 | Integrated marketing communications plan | David Pickton, Amanda Broderick, Integrated Marketing Communications, (Financial Times- Prentice Hall: Essex): 2-41. |
| 6 | Advertising | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 69-126. |
| 7 | Types of Media (Traditional Media, Digital Media) | Moriarty, Mitchell, Wells Advertising and IMC, Principles and Practice 9th ed. (Pearson-Prentice Hall, 2012 ): 380-445 |
| 8 | Types of Media (Traditional Media, Digital Media) | Moriarty, Mitchell, Wells Advertising and IMC, Principles and Practice 9th ed. (Pearson-Prentice Hall, 2012 ): 380-445 |
| 9 | Public Relations | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 129-159. |
| 10 | Midterm | |
| 11 | Personal selling + Sales promotion | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 253-285. |
| 12 | Direct marketing | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 204-232. |
| 13 | Marketing mix as the elements of communication | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006). |
| 14 | Exhibitions and Commercial activities | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 186-201. |
| 15 | Review of the Semester | |
| 16 | Review of the Semester |
| Course Notes/Textbooks | The chapters given above, power point presentations, case studies. |
| Suggested Readings/Materials | Don Schultz, Charles H. Patti & Philip J. Kitchen (eds.) The Evolution of Integrated Marketing Communications: The Customerdriven Marketplace (Routledge, 2011) Tony Yeshin, Integrated Marketing Communications: The Holistic Approach (ButterworthHeinemann, 2012) Guy Masterman & Emma H. Wood, Innovative Marketing Communications: Strategies for the events industry (Elsevier, 2012) Cathy Ace, Successful Marketing Communications: A Practical Guide to Planning and Implementation (ButterworthHeinemann, 2012) Sandra Moriarty, Nancy Mitchell, William Wells, Advertising and IMC, Principles and Practice 9th ed. (PearsonPrentice Hall, 2012) George E.Belch, Michael A. Belch, Advertising and Promotion, Integrated Marketing Communications Perspective, (McGraw Hill, 2001) Tom Duncan, Principles of Advertising & IMC, (McGrawHill, 2004) John Burnett, Sandra Moriarty, Introduction to Marketing Communications: An Integrated Approach, (Prentice Hall, 1998) İzzet Bozkurt, Bütünleşik Pazarlama İletişimi, (MediaCat Yayınları, 2000) Yavuz Odabaşı, Mine Oyman, Pazarlama İletişimi Yönetimi, (MediaCat Yayınları, 2002) DergilerMagazines: Marketing Türkiye Mediacat Campaign TR Digital Age Pİ Kapital The Brand Age Advertising Age Grafik Tasarım |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 2 | 30 |
| Presentation / Jury | ||
| Project | ||
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 25 |
| Final Exam | 1 | 35 |
| Total |
| Weighting of Semester Activities on the Final Grade | 4 | 65 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 35 |
| 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 | 0 | ||
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 2 | 15 | |
| Presentation / Jury | |||
| Project | |||
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 25 | |
| Final Exams | 1 | 32 | |
| Total | 135 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
