BC 502 | Course Introduction and Application Information

Course Name
Integrated Marketing Communications
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
BC 502
Fall/Spring
3
0
3
7.5

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
Second Cycle
Course Coordinator -
Course Lecturer(s) -
Assistant(s) -
Course Objectives The main objective of this course is to review and discuss principles and practices in integrated marketing communications. The course includes a review of different perspectives throughout the history of the field, as well as the applications of the concept in industry.
Course Description The students who succeeded in this course;
  • Explain principles of integrated marketing communicaations
  • Evaluate the foundations of IMC approach
  • Explain the elements of communication which contirbutes to IMC approach
  • Evaluate the planning and application stages of IMC campaigns and programs
  • Evaluate contemporary IMC campaigns and processes
Course Content 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.

 



Course Category

Core Courses
Major Area Courses
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Orientation
2 The role of IMC in marketing
3 Basics of IMC
4 IMC Approach in marketing
5 IMC Mix I: Advertising and PR
6 IMC Mix II: Direct Marketing, Sales Promotions and Personal Selling
7 New media for IMC
8 IMC and Ethics
9 IMC Campaign Planning
10 Performance Measurement
11 Brand Management and IMC
12 Project Presentations
13 Project Presentations
14 Discussion
15 Discussion
16 Review

 

Course Notes/Textbooks Presentations, case studies
Suggested Readings/Materials

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
15
5
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
5
Presentation / Jury
Project
1
10
Seminar / Workshop
Oral Exams
Midterm
Final Exam
1
80
Total

Weighting of Semester Activities on the Final Grade
20
Weighting of End-of-Semester Activities on the Final Grade
80
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
Study Hours Out of Class
16
3
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
29
Presentation / Jury
Project
1
50
Seminar / Workshop
Oral Exam
Midterms
Final Exam
1
50
    Total
225

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to demonstrate general business knowledge and skills.

2

To able to master the state-of-the-art literature in the area of specialization.

3

To be able to evaluate the performance of business organizations through a holistic approach.

4

To be able to effectively communicate scientific ideas and research results to diverse audiences.

5

To be able to deliver creative and innovative solutions to business-related problems.

6

To be able to solve business related problems using analytical and technological tools and techniques.

7

To be able to take a critical perspective in evaluating business knowledge.

8

 

To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions.

9

To be able to carry out a well-designed independent and empirical research.

10

To be able to use a foreign language to follow information about the field of finance and participate in discussions in academic environments.        

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest