MI 502 | Course Introduction and Application Information - Brand Communication

Course Name

Integrated Marketing Communications

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
MI 502	Spring	3	0	3	5

Prerequisites	None
Course Language	Turkish
Course Type	Required
Course Level	Second Cycle
Mode of Delivery	Online
Teaching Methods and Techniques of the Course	Discussion Case Study Q&A Critical feedback Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Prof. Dr. Sema MİSÇİ KİP
Assistant(s)	-

Course Objectives	The aim of this course is to introduce the key principles and practices of Integrated Marketing Communication (IMC) within a broader communication context. It also focuses on the evolution of marketing communication, emphasizing the emergence of IMC and evaluating its professional applications.
Learning Outcomes	The students who succeeded in this course; Assess the fundamental integrated marketing communication principles. Assess the factors that underlie the development of IMC approach. Describe how each of the communication elements contributes to the IMC whole. Examine the process of integrated marketing communications programs and implementations. Analyze and evaluate current integrated marketing communications campaigns and process.
Course Description	In this course, the foundations of the concept of integrated marketing communication will be examined through the theoretical approaches in the literature. Current debates on the subject will be discussed together with theoretical approaches. At the same time, the concepts, basic contents and applications of advertising, public relations, sales promotion, personal selling and direct marketing will be discussed through examples; marketing communication, integrated marketing communication and its role in the marketing process and integrated marketing communication plan will be evaluated at an advanced level.
Related Sustainable Development Goals

Course Category	Core Courses	X
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation
1	Introduction to the Course
2	Marketing and Marketing Communications	Paşalı Taşoğlu, N. (2018). Pazarlama İletişimi (Bütünleşik Bir Yaklaşım). Detay Yayıncılık, Ankara. s.2 – 49. Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.35-57; 223-295. Kliatchho, J.,( 2005), Towards a New Definition of Integrated Marketing Communications (IMC). International Journal of Advertising, 24(1), 7-34.
3	IMC Approach in Marketing Communication	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. S. 2-24. Paşalı Taşoğlu, N. (2018). Pazarlama İletişimi (Bütünleşik Bir Yaklaşım). Detay Yayıncılık, Ankara. s.201-215. Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.61-75.
4	Brand and IMC	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. s.24-47. Paşalı Taşoğlu, N. (2018). Pazarlama İletişimi (Bütünleşik Bir Yaklaşım). Detay Yayıncılık, Ankara. s.189-195.
5	IMC mix I: Advertising	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. s.120-214 Paşalı Taşoğlu, N. (2018). Pazarlama İletişimi (Bütünleşik Bir Yaklaşım). Detay Yayıncılık, Ankara. s.85-102.
6	IMC mix II: Public relations	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. s.364-384 Paşalı Taşoğlu, N. (2018). Pazarlama İletişimi (Bütünleşik Bir Yaklaşım). Detay Yayıncılık, Ankara. s.63-84.
7	IMC mix III: Personal selling	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. s.324-328 Paşalı Taşoğlu, N. (2018). Pazarlama İletişimi (Bütünleşik Bir Yaklaşım). Detay Yayıncılık, Ankara. s.113-121.
8	IMC mix IV: Sales promotion	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. s.336-357 Paşalı Taşoğlu, N. (2018). Pazarlama İletişimi (Bütünleşik Bir Yaklaşım). Detay Yayıncılık, Ankara. s.105-111.
9	IMC mix V: Direct marketing	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. s.306-324 Paşalı Taşoğlu, N. (2018). Pazarlama İletişimi (Bütünleşik Bir Yaklaşım). Detay Yayıncılık, Ankara. s.125-138.
10	IMC mix VI: Event management	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. s.377-384. Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.343-354.
11	IMC mix VII: Sponsorship	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. s.377-384. Paşalı Taşoğlu, N. (2018). Pazarlama İletişimi (Bütünleşik Bir Yaklaşım). Detay Yayıncılık, Ankara. s.169-176. Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.429-434
12	IMC and Ethics	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. s.392-411.
13	IMC Campaign planning	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. s.90-112, 418-438. Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.395-417. Case studies from WARC, Effie, etc.
14	IMC Campaign planning	Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık. s.90-112, 418-438. Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.395-417. Case studies from WARC, Effie, etc.
15	Semester Review
16	Semester review

Course Notes/Textbooks

Clow, K.E., Baack, D. (2024). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. (Çev. Prof. Dr. Gülay Öztürk) Pearson, Nobel Yayıncılık.

Paşalı Taşoğlu, N. (2018). Pazarlama İletişimi (Bütünleşik Bir Yaklaşım). Detay Yayıncılık, Ankara

Suggested Readings/Materials

www.temelaksoy.com, https://www.effieturkiye.org/,

Marketing Tr, Mediacat magazines and websites, Harvard Business Review magazine and website,

www.markalarfisildiyor.com,

https://www.nexcmo.com/

Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.

Hede, A. and Kellett, P. (2011), "Marketing communications for special events", European Journal of Marketing, Vol. 45 No. 6, pp. 987-1004.

Asna, A. (2009). İletişim Hayattır “Alâeddin Asna Kitabı” Söyleşi: Deniz Gökçe İnceoğlu, İş Bankası Kültür Yayınları, İstanbul.

Tuncel, H. (2009). Halkla İlişkiler Anlayişiyla Bütünleşik Pazarlama İletişimi. İstanbul Üniversitesi İletişim Fakültesi Dergisi| Istanbul University Faculty of Communication Journal, (35), 115-136

Elden, M. (2009). Reklam ve Reklamcılık. Say Yayınları: İstanbul. ISBN:, 9789754688085

Asna, A. (2006). Kuramda ve Uygulamada Halkla İlişkiler, Pozitif Yayıncılık.

Kliatchho, J.(2005). Towards a New Definition of Integrated Marketing Communications (IMC). International Journal of Advertising 24(1), 7-34.

Büyükbaykal, G. (2002). Günümüzde Tutundurma Kavramı ve Önemi. İstanbul Üniversitesi İletişim Fakültesi Dergisi(15) s.529-533.

Kotler, P. (2000). Pazarlama Dünyası, Çev. Nejat Muallimoğulları, Milenyum Baskı.

Kotler, P. (2000). Kotler ve Pazarlama. Çev. Ayşe Özyağcılar, Sistem Yayıncılık: İstanbul.

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application	-	-
Field Work	-	-
Quizzes / Studio Critiques	-	-
Portfolio	-	-
Homework / Assignments	1	30
Presentation / Jury	1	30
Project	-	-
Seminar / Workshop	-	-
Oral Exams	-	-
Midterm	1	30
Final Exam	-	-
Total	4	100

Weighting of Semester Activities on the Final Grade	4	100
Weighting of End-of-Semester Activities on the Final Grade	-	-
Total	4	100

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	-	-	-
Study Hours Out of Class	14	1	14
Field Work	-	-	-
Quizzes / Studio Critiques	-	-	-
Portfolio	-	-	-
Homework / Assignments	1	26	26
Presentation / Jury	1	26	26
Project	-	-	-
Seminar / Workshop	-	-	-
Oral Exam	-	-	-
Midterms	1	36	36
Final Exam	-	-	-
		Total	150

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication.	-	X	-	-	-
2	To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods.	-	-	-	-	-
3	To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication.	-	-	-	X	-
4	To be able to evaluate strategies and solution methods developed in brand communication.	-	-	X	-	-
5	To be able to understand the basic principles of corporate communication management and gain the skills to apply them.	-	-	-	-	-
6	To be able to plan, develop, manage and evaluate an integrated brand communication campaign.	-	-	X	-	-
7	To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders.	-	-	-	-	-
8	To be able to perform studies and practices in accordance with professional and social ethical values.	-	-	-	-	-
9	To be able to carry out an independent study on subjects requiring expertise in the field of brand communication.	-	-	-	-	-

MI 502 | Course Introduction and Application Information

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