Master Program in Strategic Communications Management

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.

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Contribution to Overall Grade
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Toplam 0 0
In-Term Studies
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No Program Learning Outcomes Contribution
1 2 3 4 5
Activities Number Period Total Workload
Total Workload 0
Total Workload / 25 0,00
Credits ECTS 0
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