Integrated Marketing Communications(G455)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| G455 | Integrated Marketing Communications | 7 | 3 | 0 | 0 | 3 | 5 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | French |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Caner DİNCER cdincer@gsu.edu.tr (Email) |
| Assistant | |
| Objective | The aim of this course is to explain students how integrated marketing strategies work and how can be applied in different sectors and businesses via examples. |
| Content |
1. Philosophy of IMC 2. Objectives of IMC 3. Elements and organisation of IMC 4. Product communication 5. Brand communication 6. Price communication 7. Logistics communication 8. Retail communication 9. Promotion strategies 10. Advertising management 11. Sales Promotion 12. Public Relations 13. Personal selling 14. E-communication and direct marketing |
| Course Learning Outcomes |
1. To describe philosophy of integrated marketing communication 2. To explain IMC goals and objectives 3. To describe IMC tools and strategies/tactics 4. To analyze outputs and effectiveness of IMC 5. To describe and analyze the examples of successful IMC applications |
| Teaching and Learning Methods | Besides teoretical knowledge and deep analysis of contemporary real examples and practical examples with up to date articles help students understand the chapters. |
| References |
Tony Yeshin, Integrated Marketing Communication, Butterworth-Heinemann Publish. Yavuz Odabaşı, Mine Oyman, Bütünleşik Pazarlama İletişimi Paul Copley, marketing Communication Managemet, Elsevier Publish. |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | Introduction |
| 2 | Corporate Image and Brand |
| 3 | Digital and alternative marketing and communication |
| 4 | IMC processes and planning |
| 5 | Advertising management |
| 6 | Advertising- agency and IMC changes |
| 7 | Ad design |
| 8 | New media possibilities |
| 9 | Database and direct marketing |
| 10 | Traditional media |
| 11 | Public relations and sponsoring |
| 12 | Evaluation of IMC programme |
| 13 | presentations |
| 14 | Communication and Social responsibility |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 60 |
| Contribution of final exam to overall grade | 1 | 40 |
| Toplam | 2 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 1 | 15 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 2 | 30 |
| Project | 1 | 15 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 0 |
| Toplam | 4 | 60 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | The acquisition of high-level knowledge of the functions of production management and marketing, management, accounting and finance; the skill of using this knowledge. | X | ||||
| 2 | The acquisition of basic conceptual knowledge about scientific fields related to professional life, such as law, economics, sociology, psychology, social psychology and quantitative methods. | X | ||||
| 3 | The ability to work effectively in a team; the ability to pass on knowledge to other members of the team. | X | ||||
| 4 | The competence to use his/her knowledge on the field, to analyze and interpret the data obtained, to identify the problems encountered, to provide appropriate solutions and scientifically defend these solution suggestions when necessary. | X | ||||
| 5 | The competence to determine the aims and objectives of the company or institution in which he/she is employed by taking into account the needs, the competitive dynamics of the market and by calculating the risks incurred; the ability to engage in entrepreneurship and establish and manage a business. | X | ||||
| 6 | Awareness of constantly updating his/her professional knowledge and skills; the ability to adapt to change and innovation; the competence to evaluate critically the information he/she has acquired. | X | ||||
| 7 | Basic knowledge of information and communication technologies required for professional life; the ability to use core office programs at an advanced level; expertise in data processing and report writing in the IT environment. | X | ||||
| 8 | Ability to follow current information in his/her field in both English and French and to communicate in writing and verbally with stakeholders in both languages. | X | ||||
| 9 | The ability to conduct researches and studies taking into account the market, dynamics of competition, organizational and global factors and scientific methods; contribute to projects, take responsibility in projects, display competence to make innovative and effective decisions. | X | ||||
| 10 | Ability to develop strategies, find creative solutions to management problems by building relations with other areas of the social sciences and take the responsibility of these decisions. | X | ||||
| 11 | Consciousness of taking into account ethical values, when making decisions and being involved in business life. | X | ||||
| 12 | Awareness of the impact of practices related to his/her field on the global and social dimensions (universality of social rights, social justice, cultural values, environmental problems, sustainability, etc.) and their legal consequences. | X | ||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 3 | 42 |
| Working Hours out of Class | 10 | 4 | 40 |
| Assignments | 1 | 2 | 2 |
| Presentation | 1 | 2 | 2 |
| Midterm Examinations (including preparation) | 2 | 12 | 24 |
| Final Examinations (including preparation) | 1 | 16 | 16 |
| Total Workload | 126 | ||
| Total Workload / 25 | 5.04 | ||
| Credits ECTS | 5 | ||