Course Name Code Semester T+U Hours Credit ECTS
Integrated Marketing Communications MCS 509 0 3 + 0 3 6
Precondition Courses
Recommended Optional Courses
Course Language İngilizce
Course Level Yüksek Lisans
Course Type Seçmeli
Course Coordinator Dr.Öğr.Üyesi TUBA ÇEVİK ERGİN
Course Lecturers
Course Assistants
Course Category Diğer
Course Objective

This course is designed to provide students with a further understanding about the nature and scope of marketing communications. Integrated marketing communication (IMC) is a cross-functional process for creating profitable relationships with customers and publics by strategically controlling all messages sent to groups and encouraging dialogue. Students learn to integrate marketing communication elements (e.g., advertising, public relations, publicity, sales promotion, event marketing, direct marketing, e-communication, and selling) to advance an organization’s success and brand equity.

Course Content

This course focuses on the theories, concepts, and applications of integrated marketing communications, covering the elements of advertising, sales promotion, public relations, publicity, personal selling, direct marketing, and interactive marketing. The goal is to understand how marketing communications reaches and serves customers, and how it helps to shape consumer behaviour.

# Course Learning Outcomes Teaching Methods Assessment Methods
1 Pazarlama iletişimi sürecinin planlamasını, uygulamasını ve değerlendirilmesini anlamak Anlatım, Soru-Cevap, Sınav , Ödev,
2 Öğrencilere bütünleşik pazarlama kavramını, içeriğini ve terminolojisini öğretmek Anlatım, Soru-Cevap, Alıştırma ve Uygulama, Bireysel Çalışma, Sınav , Ödev, Proje / Tasarım,
3 Bütünleşik pazarlama iletişiminin organizasyonlardaki rolünü anlamak Anlatım, Soru-Cevap, Tartışma, Sınav , Ödev, Proje / Tasarım,
4 Pazarlama iletişimi karması elementleri arasındaki ilişkiyi analiz etmek Anlatım, Alıştırma ve Uygulama, Sınav , Ödev, Proje / Tasarım,
Week Course Topics Preliminary Preparation
1 Principles of Marketing Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
2 What is marketing communication ? Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
3 Introduction to integrated marketing communications Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
4 The integrated marketing communications process –part-1 Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
5 The integrated marketing communications process –part-2 Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
6 The integrated marketing communications process –part-3 Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
7 Managing integrated marketing communications planning –part-1 Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
8 Managing integrated marketing communications planning –part-2 Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
9 Managing integrated marketing communications planning –part-3 Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
10 The integrated marketing communications mix –part-1 Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
11 The integrated marketing communications mix –part-2 Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
12 The integrated marketing communications mix –part-3 Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
13 The integrated marketing communications mix –part-4 Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
14 General review Integrated Marketing Communications, David Pickton, Amanda Broderick, 2 nd edition , Pearson Education, 2005, Marketing Management’, Philip Kotler & Kevin Lane Keller, 13thedition , Pearson Prentice Hall, 2009
Resources
Course Notes
Course Resources
Order Program Outcomes Level of Contribution
1 2 3 4 5
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 50
1. Kısa Sınav 10
1. Ödev 10
1. Proje / Tasarım 30
Total 100
1. Yıl İçinin Başarıya 50
2. Final 50
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Ders Süresi (Sınav haftası dahildir: 16x toplam ders saati) 14 3 42
Sınıf Dışı Ders Çalışma Süresi(Ön çalışma, pekiştirme) 14 1 14
Ara Sınav 1 10 10
Kısa Sınav 1 10 10
Proje / Tasarım 1 30 30
Final 1 30 30
Ödev 1 10 10
Total Workload 146
Total Workload / 25 (Hours) 5.84
dersAKTSKredisi 6