GRADUATE SCHOOL
Brand Communication
MI 502 | Course Introduction and Application Information
| 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
|
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| Course Language |
Turkish
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
Second Cycle
|
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| Mode of Delivery | Online | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ACritical feedbackLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The aim of the course is to introduce the main principles and practices of integrated marketing communication (IMC) with a broader approach to communication field. It is also aimed to focus on changes occurred in marketing communication understanding with the emergence of IMC and to evaluate its professional implementations. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | In this course, by addressing theories in the literature, the fundamentals of IMC concept will be discussed. The contemporary discussions will be run with theoretical approach. While discussing advertising, public relations, sales promotion, direct marketing, and personal selling concepts, contents and executions, the role of marketing communications, integrated marketing communications and marketing and IMC plan will be evaluated with an advanced approach. |
|
|
Core Courses |
X
|
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the Course | |
| 2 | Marketing and Marketing Communications | 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.Guest speaker: Gizem Kişioğlu (JDE Coffee) or Serim Yıldırım (Anadolu Efes) |
| 3 | IMC Approach in Marketing Communication | Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.61-75. Guest speaker: Ahmet Akın |
| 4 | Brand and IMC | Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.359-375. Guest speaker: Alper Çapar (Unilever) |
| 5 | IMC mix I: Advertising | Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.95-122. Guest speaker: Sami Basut (41-29 Grey AKQA) |
| 6 | IMC mix II: Public relations | Odabaşı Y. ve Oyman M. (2019). Pazarlama İletişimi Yönetimi. Mediacat: İstanbul s.129-160. Guest speaker: Ergun Gümrah (Goodworks PR) |
| 7 | Midterm | |
| 8 | Digital marketing and the impact of influencers on sales | Guest speaker: Gülay Teköz Ece (Ingage) |
| 9 | Performance marketing | Guest speaker: Murat Durak (Response) |
| 10 | Sales, direct sales and promotion | Guest speaker: Bora Işık (Multinet Up) |
| 11 | Corporate reputation | Guest speaker: Selda Çelik (Tosyalı Holding) |
| 12 | New trends in communication | Guest speaker: Sezer Derkuş (Dailymarcom) |
| 13 | AI in communication | Guest speaker: Oya Geron |
| 14 | Case study. Review of the semester. | WARC, Effie, vb kaynaklardan vaka örnekleri |
| 15 | Semester Review | |
| 16 | Semester review |
| Course Notes/Textbooks |
|
|
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| 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 |
| Weighting of Semester Activities on the Final Grade |
4
|
100
|
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
ECTS / WORKLOAD TABLE
| 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) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
1
|
14
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
26
|
26
|
| Presentation / Jury |
1
|
26
|
26
|
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
36
|
36
|
| Final Exam |
0
|
||
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
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. |
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| 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. |
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| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
