Marketing Communications(RPP417)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| RPP417 | Marketing Communications | 7 | 2 | 0 | 0 | 2 | 4 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | |
| Course Level | Bachelor 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 importaance 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 | academic reading and classroom discussions, PPT presentations |
| 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. |
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 | |
|---|---|---|
| Toplam | 0 | 0 |
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 | Will have effective written and oral communication skills in Turkish | X | ||||
| 2 | Will have a thorough knowledge of at least two foreign languages | X | ||||
| 3 | Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects | X | ||||
| 4 | Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices | X | ||||
| 5 | Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace | X | ||||
| 6 | Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group | X | ||||
| 7 | Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter | X | ||||
| 8 | Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes | X | ||||
| 9 | Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach | X | ||||
| 10 | They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields | |||||
| 11 | They learn sociological, cultural and aesthetic approaches in electronic, digital media and film | |||||
| 12 | They learn the political economy of cultural industries, labour and production relations, analysis of marketing and consumption patterns. | |||||
| 13 | They learn at a first level how to use the equipment necessary for the production of audio-visual content for TV, radio and digital media and of films in different genres | |||||
| 14 | They gain experience in conducting creative activities in electronic, digital media and film; in producing and working in groups | |||||
| 15 | They acquire theoretical information in the fields of public relations, advertising, integrated marketing communication and organizational communication | X | ||||
| 16 | They are familiar with the research, planning, implementation and evaluation processes in public relations and advertising; they can create campaigns, present them effectively and write reports | X | ||||
| 17 | They have knowledge of organisational communication, crisis and risk communication, reputation management, media relations, media planning, digital media management, brand management and interpersonal communication. They are able to carry out activities in these areas | X | ||||
| 18 | They use public relations and advertising strategies and tactics appropriate to the specificities of conventional and new media | X | ||||
| 19 | They are aware of legal regulations, ethical codes in public relations and advertising, and they remain faithful to them | X | ||||
| 20 | They are familiar with the different theoretical approaches regarding the social place, role and functions of journalism as a social institution and phenomenon; they are familiar with the process of producing information for conventional and digital media | |||||
| 21 | They are familiar with the structural and technical specificities, management characteristics of conventional/mainstream media, as well as alternative media structures | |||||
| 22 | They are familiar with the new conceptual and theoretical discussions emerging from interactive/digital media in terms of social sciences and humanities | |||||
| 23 | They are familiar with the historical development of journalism in Turkey and in the world; they can analyse it in the context of social and political history | |||||
| 24 | They have the ability to effectively use information technology, printing and publishing techniques; to write a press article using data collected on the web and on social media, to visualize this data and to publish it | |||||
| 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 | ||