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Birtan Demirel, a graduate of Izmir University of Economics (IUE), who experienced speech disorder at the age of 8 and ...
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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
|
|||||
| Course Language |
Turkish
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
Second Cycle
|
|||||
| Mode of Delivery | Online | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ACritical feedbackLecture / Presentation | |||||
| National Occupation Classification | - | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| 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;
|
| 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 |
|
|
|
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 | 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 |
Paşalı Taşoğlu, N. (2018). Pazarlama İletişimi (Bütünleşik Bir Yaklaşım). Detay Yayıncılık, Ankara |
|
| 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. |
-
|
-
|
-
|
-
|
-
|
|
| 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. |
-
|
-
|
-
|
-
|
-
|
|
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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