PAÜ .:. Eğitim Öğretim Bilgi Sistemi

COURSE INFORMATION

Course Code	Course Title	L+P Hour	Semester	ECTS
UTFB 408	ADVERTISING AND MARKETING COMMUNICATION	3 + 0	2nd Semester	4

COURSE DESCRIPTION

Course Level	Associate's Degree
Course Type	Compulsory
Course Objective	This course aims to provide the basic tools necessary for the development of effective integrated marketing communication programs, to understand the planning and implementation of media activities, and to analyze the advertisements in different venues.
Course Content	Integrated marketing communication, ethics in integrated marketing communication, targeting, positioning, planning and budgeting, branding, packaging, point of purchase communication, selection of advertising messages, selection of advertising medium, traditional and digital media, measurement of advertising effectiveness.
Prerequisites	No the prerequisite of lesson.
Corequisite	No the corequisite of lesson.
Mode of Delivery	Face to Face

COURSE LEARNING OUTCOMES

1	To learn integrated marketing communication
2	To learn the purpose of marketing communication
3	To learn integrated marketing communication planning
4	To recognize modern advertising practices
5	To learn the advertising management process

COURSE'S CONTRIBUTION TO PROGRAM

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities	Quantity	Duration (Hour)	Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)	14	3	42
Mid-terms	1	16	16
Final examination	1	20	20
Report / Project	1	26	26
Total Work Load ECTS Credit of the Course			104 4

COURSE DETAILS

Select Year

Course Details

Course Code	Course Title	L+P Hour	Course Code	Language Of Instruction	Course Semester
UTFB 408	ADVERTISING AND MARKETING COMMUNICATION	3 + 0	1	Turkish	2023-2024 Spring

Course Coordinator	E-Mail	Phone Number	Course Location	Attendance
Asts. Prof. Dr. MELTEM ÖZTÜRK URKAY	mozturk@pau.edu.tr		HMYO A0201	%

Goals		This course aims to provide the basic tools necessary for the development of effective integrated marketing communication programs, to understand the planning and implementation of media activities, and to analyze the advertisements in different venues.
Content		Integrated marketing communication, ethics in integrated marketing communication, targeting, positioning, planning and budgeting, branding, packaging, point of purchase communication, selection of advertising messages, selection of advertising medium, traditional and digital media, measurement of advertising effectiveness.

Topics

Weeks	Topics
1	COMMUNICATION CONCEPT AND ITS MEANING
2	MARKETING CONCEPT AND MARKETING TYPES
3	MARKETING COMMUNICATION CONCEPT, FEATURES, AIMS, STRATEGIES AND MARKETING COMMUNICATION MODEL
4	INTEGRATED MARKETING COMMUNICATION MIX, PLANNING MODELS
5	ADVERTISING SCOPE AND DESCRIPTION, FUNCTIONS, SELECTION OF ADVERTISING TOOL, ADVERTISING TYPES, ADVERTISING PROGRAM, ADVERTISING MANAGEMENT
6	ADVERTISING MEDIA PLANNING, MEASURING ADVERTISING EFFECT
7	PUBLIC RELATIONS, BASIC PRINCIPLES, METHODS USED IN PUBLIC RELATIONS
8	PERSONAL SALES FUNCTION AND IMPORTANCE
9	Midterm
10	PERSONAL SALES MANAGEMENT
11	SALES DEVELOPMENT TECHNIQUES
12	DIRECT MARKETING
13	CUSTOMER RELATIONSHIPS MANAGEMENT
14	CASE STUDY APPLICATIONS

Materials

Materials are not specified.

Resources

Resources	Resources Language
Reklamcılık Kavramlar, Kararlar, Kurumlar Dr. Müge Elden/ Dr. Füsun Kocabaş	Türkçe
Halkla İlişkiler & Reklamcılık / Temel Bilgiler - Uygulamalar BETA BASIM YAYIM Özkan Tikveş	Türkçe

Course Assessment

Assesment Methods	Percentage (%)	Assesment Methods Title
Final Exam	50	Final Exam
Midterm Exam	50	Midterm Exam

L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes

Prospective Student