| Course Name | Integrated Marketing Communications |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| EBC 502 | Fall/Spring | 3 | 3 | 0 | 7.5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Service Course | |||||
| 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;
|
| 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 | |
|
| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to the Course | |
| 2 | The role of IMC in marketing | Philip Kotler; Pazarlama Dünyası; Çeviren: Nejat Muallimoğulları,; Milenyum Baskı, 2000 Ömer Baybars Tek ve Engin Özgül; Modern Pazarlama İlkeleri; Birleşik Matbaacılık; İzmir; 2005 Kliatchho, J.,( 2005), Towards a New Definition of Integrated Marketing Communications (IMC). International Journal of Advertising, , 24(1), 7-34. |
| 3 | Principles of IMC | Yavuz Odabaşı ve Mine Oyman; Pazarlama İletişimi Yönetimi; MediaCat Yayınları; İstanbul; 2010 |
| 4 | IMC Approach in marketing communication | Philip Kotler; Kotler ve Pazarlama; Çev. Ayşe Özyağcılar; Sistem Yayıncılık; İstanbul; 2000 İsmet Mucuk; Pazarlama İlkeleri; Türkmen Kitabevi; İstanbul; 2004 Yavuz Odabaşı ve Mine Oyman; Pazarlama İletişimi Yönetimi; MediaCat Yayınları; İstanbul; 2010 |
| 5 | IMC Mix I: Advertising and PR | Müge Elden; Reklam ve Reklamcılık; Say Yayınları; İstanbul; 2009 Alaeddin Asna; Halkla İlişkiler (Public Relations); Sabah Yayınları; İstanbul; 1997 |
| 6 | IMC Mix II: Direct Marketing, Sales Promotions and Personal Selling | Işıl Karpat Aktuğlu; Marka Yönetimi Güçlü ve Başarılı Markalar için Temel İlkeler; İletişim Yayınları; İstanbul; 2009. Güven Büyükbaykal; Günümüzde Tutundurma Kavramı ve Önemi; İstanbul Üniversitesi İletişim Fakültesi Dergisi; 15:529-533; 2002 |
| 7 | New media for IMC | Belma Fırlar Güneri ve Sinem Yeygel; Sanal Ortamda Bütünleşik Pazarlama İletişimi; Ege Üniversitesi Basımevi; İzmir; 2004 Haluk Geray; Yeni İletişim Teknolojileri; Kılıçaslan Matbaası; Ankara; 1994 |
| 8 | Ethical Issues in IMC | Füsun Kocabaş ve Müge Elden; Reklamcılık Kavramlar, Kararlar, Kurumlar; İletişim Yayınları; İstanbul; 2011 |
| 9 | IMC Campaign Planning | Selected readings of articles published by Philip Kitchen |
| 10 | Measurement and evaluation in IMC | Kliatchho, J.,( 2005), Towards a New Definition of Integrated Marketing Communications (IMC). International Journal of Advertising, , 24(1), 7-34. |
| 11 | The Relationship between Brand Communication and IMC | Yavuz Odabaşı ve Mine Oyman; Pazarlama İletişimi Yönetimi; MediaCat Yayınları; İstanbul; 2010 |
| 12 | Assignment - Case Analysis | In class |
| 13 | Discussions on the Case Study | In class |
| 14 | Discussions on the Case Study | In class |
| 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 | www.temelaksoy.com |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 5 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 1 | 5 |
| Presentation / Jury | 1 | 10 |
| Project | 1 | 80 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 4 | 100 |
| 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 | 3 | 48 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 1 | 29 | |
| Presentation / Jury | 1 | 10 | |
| Project | 1 | 90 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | |||
| Final Exams | |||
| Total | 225 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
