GRADUATE SCHOOL
Master of Business Administration (MBA) (With Thesis)
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
|
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| Course Language |
English
|
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| Course Type |
Elective
|
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| Course Level |
Second Cycle
|
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| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | - | |||||
| 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. |
| 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 | |
| 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 | ||
| Portfolio | ||
| 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
|
0
|
|
| Study Hours Out of Class |
16
|
3
|
48
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
29
|
29
|
| Presentation / Jury |
0
|
||
| Project |
1
|
50
|
50
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
0
|
||
| Final Exam |
1
|
50
|
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. |
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| 2 | To able to master the state-of-the-art literature in the area of specialization. |
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| 3 | To be able to evaluate the performance of business organizations through a holistic approach. |
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| 4 | To be able to effectively communicate scientific ideas and research results to diverse audiences. |
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| 5 | To be able to deliver creative and innovative solutions to business-related problems. |
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| 6 | To be able to solve business related problems using analytical and technological tools and techniques. |
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| 7 | To be able to take a critical perspective in evaluating business knowledge. |
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| 8 |
To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions. |
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| 9 | To be able to carry out a well-designed independent and empirical research. |
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| 10 | To be able to use a foreign language to follow information about the field of finance and participate in discussions in academic environments. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest