Marketing Communication(SİY 651)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| SİY 651 | Marketing Communication | 1 | 2 | 0 | 0 | 2 | 4 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Compulsory |
| Course Level | Masters Degree |
| Course Instructor(s) | Çiğdem ERSAYIN cersayin@gmail.com (Email) |
| Assistant | |
| Objective |
Marketing communications and integrated marketing communications will be defined and their differences will be emphasized, the importance of integrating the marketing communications mix elements for the companies will be explained; communication based key concepts of integrated marketing communications will be explained; the importance of mass media and e-media in integrated marketing communication will be emphasized; international practical applications of marketing communications will be explained according to the standardization and adaption concepts; planning, budgeting, objective setting, strategy and tactics will be defined and their importance for integrated marketing communication management will be explained, marketing communications mix elements PR, Advertising, Sales Promotion and Personal Selling. |
| Content |
Week 1. Basic concepts of Marketing Week 2. Basic components of Integrated Marketing Communications and their importance for firms Week 3. Basic communication concepts in Marketing Communications Week 4. The important roles of mass and e-media in marketing communications Week 5. International context of Integrated Marketing Communications Week 6. Integrated Marketing Communication Managerial Concepts: Planning Week 7. Mid-term exam Week 8. Budgeting Week 9. Objective setting, strategy and tactics I Week 10. Objective setting, strategy and tactics II Week 11. The role and importance of advertising in Integrated Marketing Communication Week 12. The role and importance of PR in Integrated Marketing Communication Week 13. The role and importance of personal selling in Integrated Marketing Communication Week 14. The role and importance of sales promotion in Integrated Marketing Communication |
| Course Learning Outcomes |
At the end of this course the participant will be able to: - Explain the importance of integrating the marketing communications efforts for the companies. - Explain the important communication concepts, the role of media and international marketing communications application concepts - Explain the management concepts of planning, budgeting, objective setting, strategy and tactics, - Define the basic integrated marketing communications mix elements: PR, Advertising, Sales Promotion and Personal Selling and explain their roles and importance for marketing communications management. |
| Teaching and Learning Methods | case analysis, PPT presentations, academic article discussions |
| References |
Dahlen,M., (2010). Marketing Communications: Wiley Pickton, D., Broderick, A. (2005). Integrated Marketing Communications, London: Prentice Hall. Kotler, P., Armstrong, G. (2012). Principles of Marketing, New Jersey: Prentice Hall. Academic articles |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | Week 1. Basic concepts of Marketing |
| 2 | Week 2. Basic components of Integrated Marketing Communications and their importance for firms |
| 3 | Week 3. Basic communication concepts in Marketing Communications |
| 4 | Week 4. The important roles of mass and e-media in marketing communications |
| 5 | Week 5. International context of Integrated Marketing Communications |
| 6 | Week 6. Integrated Marketing Communication Managerial Concepts: Planning |
| 7 | Week 7. Mid-term exam |
| 8 | Week 8. Budgeting |
| 9 | Week 9. Objective setting, strategy and tactics I |
| 10 | Week 10. Objective setting, strategy and tactics II |
| 11 | Week 11. The role and importance of advertising in Integrated Marketing Communication |
| 12 | Week 12. The role and importance of PR in Integrated Marketing Communication |
| 13 | Week 13. The role and importance of personal selling in Integrated Marketing Communication |
| 14 | Week 14. The role and importance of sales promotion in Integrated Marketing Communication |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Toplam | 2 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 40 |
| Project | 0 | 0 |
| 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 | 1 | 40 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Acknowledge strategic thinking and analytical skills required to solve communication problems. | X | ||||
| 2 | Design, implement and manage specific projects in the field of strategic communication. | X | ||||
| 3 | Acknowldge new communication technologies, crisis and risk communication management, persuasion, efficiency in intercultural communication etc. | X | ||||
| 4 | Implements and promotes the professional code of ethics. | X | ||||
| 5 | Realise the correlations between culture, communication and modifications of the organisations. | X | ||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 2 | 28 |
| Working Hours out of Class | 14 | 2 | 28 |
| Midterm Examinations (including preparation) | 1 | 10 | 10 |
| Final Examinations (including preparation) | 1 | 10 | 10 |
| Total Workload | 76 | ||
| Total Workload / 25 | 3,04 | ||
| Credits ECTS | 3 | ||