COURSE INTRODUCTION AND APPLICATION INFORMATION


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
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;
  • Explains marketing communications (marcom) studies theoretically and practically.
  • Explains the elements of marketing communications mix (advertising, public relations, sales promotion, direct marketing, personal selling)
  • Explains the relations between marcom elements
  • Explains how marcom mix elements create synergy when integrated.
Course Content 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.

 



Course Category

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

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
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 Textbooks The chapters given above, power point presentations, case studies.
References 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

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
2
30
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
25
Final / Oral Exam
1
35
Total

Contribution of Semester Work to Final Grade
4
65
Contribution of Final Work to Final Grade
1
35
Total

ECTS / WORKLOAD TABLE

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
Field Work
Quizzes / Studio Critiques
Homework / Assignments
2
15
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
25
Final / Oral Exam
1
32
    Total
135

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

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

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