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İzmir Ekonomi Üniversitesi

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    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 Discussion
    Group Work
    Case Study
    Q&A
    Critical feedback
    Lecture / Presentation
    National Occupation Classification -
    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;

    • describe the fundamental integrated marketing communication principles.
    • assess the factors that underlie the development of IMC approach.
    • discuss IMC with all its aspects
    • explain how each of the communication elements contributes to the IMC whole
    • examine planned integrated marketing communication programs
    • analyze one of the integrated marketing communication campaign implementations based on given readings.
    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.
    Related Sustainable Development Goals

     



    Course Category

    		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 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 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
    8 Midterm -
    9 Direct response 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 IMC Campaign Development Percy, L. (2023). Strategic Integrated Marketing Communications. Taylor & Francis, Part IV, Chapter 12
    14 Analysis and discussion of IMC campaigns WARC Cases
    15 Review of the semester
    16 Final Project due

     

    Course Notes/Textbooks

    Ang, L. (2014). Principles of Integrated Marketing Communications. Cambridge University Press. ISBN: 978-1107649187
     
    Suggested Readings/Materials

    Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education. ISBN-13: ‎ 978-1337282659

    Belch, G. E., & Belch, M. A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective 6th. New York: NY: McGraw-Hill. ISBN-13: ‎ 978-0078028977

    Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield. ISBN-13 : ‎ 978-1538101056

    Juska, J. M. (2017). Integrated Marketing Communication: Advertising and Promotion in a Digital World. Routledge. ISBN-13 : ‎ 978-1138695443

    Kitchen, P. J., & De Pelsmacker, P. (2004). Integrated Marketing Communications: A Primer. Routledge. ISBN-13: ‎ 978-0415314213

    Kitchen, P. J., & Uzunoglu, E. (2014). Integrated Communications in the Postmodern Era. Springer. ISBN-13 ‏ : ‎ 978-1349482047

    Kitchen, P. J., De Pelsmacker, P., & Eagle, L. (Eds.). (2005). A reader in marketing communications. Routledge. ISBN-13: 978-0415356480

    Odabaşı, Y., & Oyman, M. (2012). Pazarlama İletişimi Yönetimi. MediaCat Kitapları. ISBN-13: ‎ 979-9758378738

    Pazarlama İletişimi. T.C. Anadolu Üniversitesi, Açıköğretim Fakültesi Yayını No: 1807. https://yadi.sk/d/nBwtKyeUPvgaB

    Percy, L. (2008). Strategic integrated marketing communications: Theory and Practice. Routledge.  ISBN: 9780750679800

    Pickton, D. and Broderick, A., (2004) Integrated Marketing Communications 2nd Ed., Financial Times/ Prentice Hall ISBN-13: ‎ 978-0273676454

    Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1994). The new marketing paradigm: Integrated marketing communications. McGraw Hill Professional. ISBN-13 ‏ : ‎ 978-0844234526

    Schultz, D., Patti, C. H., & Kitchen, P. J. (Eds.). (2013). The evolution of integrated marketing communications: The customer-driven marketplace. Routledge. ISBN-13 ‏ : ‎ 978-1138008946

    Thorson, E., & Moore, J. (Eds.). (2013). Integrated communication: Synergy of persuasive voices. Taylor &Francis. ISBN-13 ‏ : ‎ 978-0805813913

    Yurdakul, N. B. (2006). Bütünleşik Pazarlama İletişimi Ölçümleme Süreci. Nobel Yayın Dağıtım. ISBN-13 ‏ : ‎ 978-9755918761

     

    Elektronik bilgi kaynakları üzerinden çevrimiçi ulaşılabilecek dergiler:

    Journal of Advertising

    International Journal of Advertising

    Journal of Advertising Research

    Journal of the Institute of Public Relations

    Journal of Product and Brand Management

    Journal of Marketing Communications

    European Journal of Marketing

    Journal of Business Research

    Journal of Brand Management

    Journal of Communication Management

    Journal of Database Marketing and Customer Strategy Management

    Journal of Promotion Management

    Public Relations Review
     

     

    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

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