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| ISL5950 | Marketing Communication | 3+0+0 | ECTS:7.5 | | Year / Semester | Spring Semester | | Level of Course | Second Cycle | | Status | Elective | | Department | DEPARTMENT of BUSINESS ADMINISTRATION | | Prerequisites and co-requisites | None | | Mode of Delivery | Face to face | | Contact Hours | 14 weeks - 3 hours of lectures per week | | Lecturer | Prof. Dr. Fazıl KIRKBİR | | Co-Lecturer | None | | Language of instruction | Turkish | | Professional practise ( internship ) | None | | | | The aim of the course: | | To teach concept of the communication marketing and integrated marketing communication |
| Programme Outcomes | CTPO | TOA | | Upon successful completion of the course, the students will be able to : | | | | PO - 1 : | define the fundamental conceptions of marketing communication. | 6,7 | 1, | | PO - 2 : | explanation the development stages of marketing communication. | 6,7 | 1, | | PO - 3 : | illustrate the origins of existing problems of marketing communication process. | 6,7 | 1, | | PO - 4 : | distinguish communication techniques used in marketing by using figures. | 6,7 | 1, | | PO - 5 : | design an evaluation about in marketing aplications. | 6,7 | 1, | | CTPO : Contribution to programme outcomes, TOA :Type of assessment (1: written exam, 2: Oral exam, 3: Homework assignment, 4: Laboratory exercise/exam, 5: Seminar / presentation, 6: Term paper), PO : Learning Outcome | | |
| Relation Between Marketing and Communication, Concept and Charasteristics of Marketing Communication, Marketing Communication and Persuasion, Marketing Communication Strategy, Marketing Communication Messages, Designing the Marketing Mix, Elements of Marketing Mix, Promotion Mix, Advertising as Communication Process, Public Relations and Announcement, Types of Announcement, Personal Selling, Sales Promotion, Sales Promotion Objectives, Sales Promotion Activities, Institution Identity, Product, Trademark and Package, Communication Dimension of Distribution and Price, Direct Marketing. |
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| Course Syllabus | | Week | Subject | Related Notes / Files | | Week 1 | Communication concept
| | | Week 2 | Marketing communications
| | | Week 3 | Integrated marketing communications
| | | Week 4 | Promotion mix, advertising
| | | Week 5 | Public relations and announcement | | | Week 6 | Personal selling | | | Week 7 | Sales promotion | | | Week 8 | Product, packaging | | | Week 9 |
Mid-term exam | | | Week 10 | Value dimension of the communication
| | | Week 11 | Direct marketing, internet marketing
| | | Week 12 | Sponsorship, brand management and brand-Help Update | | | Week 13 | marketing purposes, homework | | | Week 14 | Marketing communications planning and organization of activities | | | Week 15 | Marketing communication and ethics
| | | Week 16 | End-of-term exam | | | |
| 1 | Odabaşı yavuz ve Oyman Mine,2002; Pazarlama İletişimi Yönetimi, mediacat , İstanbul | | | |
| Method of Assessment | | Type of assessment | Week No | Date | Duration (hours) | Weight (%) | | Mid-term exam | 9 | 12/04/2024 | 0,75 | 30 | | Homework/Assignment/Term-paper | 12 | 12/05/2024 | 1 | 20 | | End-of-term exam | 16 | 12/06/2024 | 1 | 50 | | |
| Student Work Load and its Distribution | | Type of work | Duration (hours pw) | No of weeks / Number of activity | Hours in total per term | | Yüz yüze eğitim | 3 | 14 | 42 | | Sınıf dışı çalışma | 8 | 14 | 112 | | Arasınav için hazırlık | 9 | 3 | 27 | | Arasınav | 1 | 1 | 1 | | Ödev | 5 | 3 | 15 | | Dönem sonu sınavı için hazırlık | 9 | 3 | 27 | | Dönem sonu sınavı | 1 | 1 | 1 | | Total work load | | | 225 |
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