GRADUATE SCHOOL
Marketing Communication and Public Relations
MCPR 566 | Course Introduction and Application Information
Course Name |
IMC Principles and Practices
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
MCPR 566
|
Fall
|
3
|
0
|
3
|
7.5
|
Prerequisites |
None
|
|||||
Course Language |
English
|
|||||
Course Type |
Required
|
|||||
Course Level |
Second Cycle
|
|||||
Mode of Delivery | face to face | |||||
Teaching Methods and Techniques of the Course | DiscussionGroup WorkCase StudyQ&ACritical feedbackLecture / Presentation | |||||
Course Coordinator | - | |||||
Course Lecturer(s) | ||||||
Assistant(s) | - |
Course Objectives | The aim of the course is to introduce graduate students to the principles and practices of integrated marketing communication. Throughout the semester it is aimed to provide a theoretical perspective to the emergence of IMC and critically consider the concept in the light of debates related with its development, implementation and evaluation. |
Learning Outcomes |
The students who succeeded in this course;
|
Course Description | This course is an in-depth discussion and a critical study of principles and practices related to the topics in IMC. After examining the fundamentals of IMC, the process of developing an IMC program will be introduced. Different articles from related journals will also be discussed about relevant IMC topics. Students will present elements of IMC mix and discuss articles related with the topic. |
|
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 Role of IMC in Marketing | Kliatchko, J. ( 2005). Towards a New Definition of Integrated Marketing Communications (IMC). International Journal of Advertising, 24(1), 7-34. Gordon-Isasi, J., Narvaiza, L., & Gibaja, J. J. (2021). Revisiting integrated marketing communication (IMC): A scale to assess IMC in higher education (HE). Journal of Marketing for Higher Education, 31(1), 58-90.http://fabrikbrands.com/what-is-integrated-marketing-communications/ https://courses.lumenlearning.com/boundless-marketing/chapter/introduction-to-integrated-marketing-communications/ https://learn.g2crowd.com/integrated-marketing-communications |
3 | Brands and IMC Emergence of IMC | Reid, M. (2002). Building strong brands through the management of integrated marketing communications. International Journal of Wine Marketing. Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155. Philip J. Kitchen, Joanne Brignell, Tao Li And Graham Spickett Jones (2004). The Emergence of IMC: A Theoretical Perspective. Journal of Advertising Research, 44 , pp 19-30 |
4 | Review of IMC | Porcu, L., Barrio-García, S. D., & Kitchen, P. J. (2012). How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects. Tafesse, W., & Kitchen, P. J. (2017). IMC–an integrative review. International Journal of Advertising, 36(2), 210-226. |
5 | Advertising: What to Say, When? | Campbell, M. (2022). Advertising in recessionary times. https://www.warc.com/content/article/bestprac/advertising-in-recessionary-times/en-gb/147523 |
6 | Marketing Public Relations | Papasolomou, I., Thrassou, A., Vrontis, D., & Sabova, M. (2014). Marketing public relations: A consumer-focused strategic perspective. Journal of Customer Behaviour, 13(1), 5-24. |
7 | Midterm | |
8 | Sales promotion from IMC mix | Raji, R.A., Rashid, S. and Ishak, S. (2019), "The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention", Journal of Research in Interactive Marketing, Vol. 13 No. 3, pp. 302-330. https://doi.org/10.1108/JRIM-01-2018-0004 |
9 | Direct marketing from IMC mix | Subramanian, K. R. (2017). Building Customer Relations through Direct Marketing. International Journal of Combined Research & Development, Vol.6, Issue 9, pp. 799-810. |
10 | Personal selling from IMC mix | Brezak, S., Vlastelica, T., & Kostić, S. C. (2019). Are marketing communications relevant for the preparation of buyer-seller negotiations?. Teme, 511-526. |
11 | Events and experiences from IMC mix | Hede, A. and Kellett, P. (2011), "Marketing communications for special events", European Journal of Marketing, Vol. 45 No. 6, pp. 987-1004. |
12 | Sponsorship from IMC mix | Sneath, J. Z., Finney, R. Z., & Close, A. G. (2005). An IMC approach to event marketing: The effects of sponsorship and experience on customer attitudes. Journal of Advertising Research, 45(4), 373-381. |
13 | Integrating digital and non-digital channels Social Influence and social media | Ang, L. (2021). Principles of Integrated Marketing Communications An Evidence Based Approach. Cambridge University Press. pp. 149-196; pp. 281-323 |
14 | Analysis and discussion of IMC campaigns | WARC Cases |
15 | Review of the semester | |
16 | Final Project due |
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
|
10
|
Presentation / Jury |
2
|
40
|
Project |
1
|
20
|
Seminar / Workshop | ||
Oral Exams | ||
Midterm |
1
|
20
|
Final Exam | ||
Total |
Weighting of Semester Activities on the Final Grade |
5
|
80
|
Weighting of End-of-Semester Activities on the Final Grade |
1
|
20
|
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
|
5
|
70
|
Field Work |
0
|
||
Quizzes / Studio Critiques |
0
|
||
Portfolio |
0
|
||
Homework / Assignments |
1
|
15
|
15
|
Presentation / Jury |
2
|
16
|
32
|
Project |
1
|
40
|
40
|
Seminar / Workshop |
0
|
||
Oral Exam |
0
|
||
Midterms |
1
|
20
|
20
|
Final Exam |
0
|
||
Total |
225
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
1
|
2
|
3
|
4
|
5
|
||
1 | To be able to evaluate the field of Marketing Communication and Public Relations from the perspective of integrated communication. |
X | ||||
2 | To be able to develop knowledge about existing theories and principles in the field and evaluate the acquired knowledge with a critical approach. |
X | ||||
3 | To be able to follow the latest developments and research in the field and reflect them to studies systematically. |
X | ||||
4 | To be able to create new information that will contribute to the field by integrating the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication, etc.) in which Marketing Communication and Public Relations field is involved. |
X | ||||
5 | To be able to analyze reflections of current consumption dynamics on consumers. |
|||||
6 | To be able to develop synthesis and evaluation skills related to issues in the field. |
X | ||||
7 | To be able to perform studies within the framework of scientific ethical rules about issues related to the field. |
|||||
8 | To be able to design and implement an original research project on topics discussed in the field of Marketing Communication and Public Relations. |
|||||
9 | To be able to follow developments in new technologies of media and communication, as well as new methods of production, new media industries, and new theories in the field of marketing communications and public relations; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B2) |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest