| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | 190500203105 | INTEGRATED MARKETING COMMUNICATION | Compulsory | 2 | 3 | 5 |
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| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| The aim of this course is the scope and role of the marketing function a) Integration of marketing mix elements: product, price, distribution channels and promotion; b) Integration of promotional mix tools: To examine with emphasis on public relations, advertising, personal selling, sales promotion, direct selling. The goal is to understand how marketing communications reach and serve customers and help shape consumer behavior. |
| Name of Lecturer(s) |
| Dr. Öğr Üyesi Turgay OYMAN |
| Learning Outcomes |
| 1 | Recognizes marketing communication. | | 2 | Learns the strategies used in product, price, distribution channel and marketing communication management. | | 3 | Understands the necessity and methods of integrating the strategies learned. |
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| Mode of Delivery |
| Daytime Class |
| Prerequisites and co-requisities |
| NONE |
| Recommended Optional Programme Components |
| NONE |
| Course Contents |
| The course is designed to acquaint students with the components and considerations in the field of marketing communication strategy. Focusing on the theories, concepts and applications of Integrated Marketing Communications, the course covers elements of advertising, sales promotion, public relations, publicity, personal selling, direct marketing and interactive marketing. |
| Weekly Detailed Course Contents |
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| 1 | Introduction-Integrated Marketing Communication Definition | | | | 2 | The Role of Integrated Marketing Communications in the Marketing Process/Modern Marketing Approaches | | | | 3 | Examining the Communication Process | | | | 4 | Examining the Communication Process | | | | 5 | Creative Strategy: Planning and Development | | | | 6 | Creative Strategy: Planning and Development | | | | 7 | Direct Marketing Strategies | | | | 8 | Midterm Exam | | | | 9 | Internet and Interactive Media | | | | 10 | Sales Promotion Strategies | | | | 11 | Public Relations, Promotion and Corporate Advertising Strategies | | | | 12 | Personal Selling Strategies | | | | 13 | Measuring Promotion Effectiveness. International Advertising and Promotion | | | | 14 | Final Exam | | |
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| Recommended or Required Reading |
| Bütünleşik Pazarlama İletişimi Yönetimi
Yazar: Metehan Tolon , Asude Yasemin Zengin
Yayınevi: Detay Yayıncılık |
| Planned Learning Activities and Teaching Methods |
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| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | NONE |
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| Workload Calculation |
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| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 14 | 14 |
| Attending Lectures | 3 | 14 | 42 |
| Self Study | 3 | 14 | 42 |
| Individual Study for Mid term Examination | 1 | 8 | 8 |
| Individual Study for Final Examination | 3 | 14 | 42 |
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| Contribution of Learning Outcomes to Programme Outcomes |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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Iğdır University, Iğdır / TURKEY • Tel (pbx): +90 476
226 13 14 • e-mail: info@igdir.edu.tr
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