Doctoral Program in Business Administration

Integrated Marketing Communication(GE 743)

Course Code Course Name Semester Theory Practice Lab Credit ECTS
GE 743 Integrated Marketing Communication 1 3 0 0 3 7
Prerequisites
Admission Requirements
Language of Instruction Turkish
Course Type Elective
Course Level Doctoral Degree
Course Instructor(s) Mehmet Yaman ÖZTEK moztek@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
References Tony Yeshin, Integrated Marketing Communication, Butterworth-Heinemann Publish.
Yavuz Odabaşı, Mine Oyman, Bütünleşik Pazarlama İletişimi
Paul Copley, marketing Communication Managemet, Elsevier Publish.
Print the course contents
Theory Topics
Week Weekly Contents
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) 1 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 3 60
No Program Learning Outcomes Contribution
1 2 3 4 5
1 Upon successful completion of the course the student should be able to understand the fundamentals and the development of scientific thought. X
2 Upon successful completion of the course the student should be able to analyze and interpret existing theoretical approaches, and to achieve a new synthesis. X
3 Upon successful completion of the course the student should be able to develop expertise in the field through information and experience from different sectors, such as production, marketing, management, accounting and finance. X
4 Upon successful completion of the course the student should be able to have a critical mind and to preserve intellectual independence. X
5 Upon successful completion of the course the student should be able to combine both advanced level and up to date theoretical and practical knowledge in his/her work. X
6 Upon successful completion of the course the student should be able to produce original scientific research. X
7 Upon successful completion of the course the student should be able to use qualitative and quantitative research methods expertly. X
8 Upon successful completion of the course the student should be able to innovate scientific methods by developing new ones or by applying known scientific methods to new areas. X
9 Upon successful completion of the course the student should be able to publish and present own work at reputable international conferences and in indexed journals. X
10 Upon successful completion of the course the student should be able to collaborate for research and education purposes with experts from different nationalities and disciplines. X
11 Upon successful completion of the course the student should be able to demonstrate sensitivity to the problems between society and the business community, and be proactive in the understanding, investigating and solving of these issues. X
12 Upon successful completion of the course the student should be able to regard the scientific ethics with uppermost importance while pursuing their future work. X
Activities Number Period Total Workload
Class Hours 14 3 42
Working Hours out of Class 14 5 70
Assignments 2 2 4
Presentation 1 2 2
Midterm Examinations (including preparation) 1 25 25
Project 0 0 0
Laboratory 0 0 0
Other Applications 0 0 0
Final Examinations (including preparation) 1 32 32
Quiz 0 0 0
Term Paper/ Project 0 0 0
Portfolio Study 0 0 0
Reports 0 0 0
Learning Diary 0 0 0
Thesis/ Project 0 0 0
Seminar 0 0 0
Other 0 0 0
Total Workload 175
Total Workload / 25 7,00
Credits ECTS 7
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