| Course Name | Integrated Marketing Communications |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| BC 502 | Fall/Spring | 3 | 0 | 3 | 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 main objective of this course is to review and discuss principles and practices in integrated marketing communications. The course includes a review of different perspectives throughout the history of the field, as well as the applications of the concept in industry. |
| 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 | Orientation | |
| 2 | The role of IMC in marketing | |
| 3 | Basics of IMC | |
| 4 | IMC Approach in marketing | |
| 5 | IMC Mix I: Advertising and PR | |
| 6 | IMC Mix II: Direct Marketing, Sales Promotions and Personal Selling | |
| 7 | New media for IMC | |
| 8 | IMC and Ethics | |
| 9 | IMC Campaign Planning | |
| 10 | Performance Measurement | |
| 11 | Brand Management and IMC | |
| 12 | Project Presentations | |
| 13 | Project Presentations | |
| 14 | Discussion | |
| 15 | Discussion | |
| 16 | Review |
| Course Notes/Textbooks | Presentations, case studies |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | 15 | 5 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 1 | 5 |
| Presentation / Jury | ||
| Project | 1 | 10 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | ||
| Final Exam | 1 | 80 |
| Total |
| Weighting of Semester Activities on the Final Grade | 20 | |
| Weighting of End-of-Semester Activities on the Final Grade | 80 | |
| 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 | |||
| Project | 1 | 50 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | |||
| Final Exams | 1 | 50 | |
| Total | 225 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
