PAÜ .:. Eğitim Öğretim Bilgi Sistemi

COURSE INFORMATION

Course Code	Course Title	L+P Hour	Semester	ECTS
ISY 626	INTEGRATED MARKETING COMMUNICATIONS	3 + 0	1st Semester	10

COURSE DESCRIPTION

Course Level	Doctorate Degree
Course Type	Elective
Course Objective	The main objective of Integrated Marketing Communications course is managing and establishing of a positive communication environment between business and target customer groups and analyzing the communication processes. This course does not separate the marketing communication tools, support and strengthen each other's effects as described in coordinated and coherent strategies to be implemented for the submission message.
Course Content	The aim of the “Integrated Marketing Communication” course is to analyze the process of establishment of a positive communication environment between business and target customer groups and to manage this communication. In this context the content of this course can be summarized as: Communication Concepts and Models, Objectives and Strategies of the Marketing Communications, Integrated Marketing Communication Concepts, The role of Integrated Marketing in service awareness, Choosing media in marketing communication, Brand Communication, Advertising Communication, Sponsorship Communication, Customer Relationship Management, Relationship Marketing , Data-Based Marketing, Program Development of Integrated Marketing Communications, Control of the Marketing Communication Programs. .
Prerequisites	No the prerequisite of lesson.
Corequisite	No the corequisite of lesson.
Mode of Delivery	Face to Face

COURSE LEARNING OUTCOMES

1	Students define the main components of integrated marketing communications
2	Students analyze marketing communication tools and uses together according to business objectives
3	Students use marketing communication tools necessary to achieve success with the theoretical integrated marketing communications efforts to evaluate the qualitative and quantitative methods
4	Students use and interpret technological, cultural and social changes following the setting up of academic and professional approaches to marketing communications assimilating to use problem-solving and practical skills

COURSE'S CONTRIBUTION TO PROGRAM

	PO 01	PO 02	PO 03	PO 04	PO 05	PO 06	PO 07
LO 001	4	5	1	1	1	1	5
LO 002	3	5	1	1	1	1	5
LO 003	4	5	1	1	1	1	5
LO 004	4	5	1	1	1	1	5
Sub Total	15	20	4	4	4	4	20
Contribution	4	5	1	1	1	1	5

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
Hours for off-the-classroom study (Pre-study, practice)	14	5	70
Assignments	5	10	50
Mid-terms	1	25	25
Final examination	1	28	28
Presentation / Seminar Preparation	3	15	45
Total Work Load ECTS Credit of the Course			260 10

COURSE DETAILS

Select Year

Course Details

Course Code	Course Title	L+P Hour	Course Code	Language Of Instruction	Course Semester
ISY 626	INTEGRATED MARKETING COMMUNICATIONS	3 + 0	1	Turkish	2022-2023 Fall

Course Coordinator	E-Mail	Phone Number	Course Location	Attendance
Prof. Dr. DUYGU KOÇOĞLU	dkocoglu@pau.edu.tr		İİBF A0119	%70

Goals		The main objective of Integrated Marketing Communications course is managing and establishing of a positive communication environment between business and target customer groups and analyzing the communication processes. This course does not separate the marketing communication tools, support and strengthen each other's effects as described in coordinated and coherent strategies to be implemented for the submission message.
Content		The aim of the “Integrated Marketing Communication” course is to analyze the process of establishment of a positive communication environment between business and target customer groups and to manage this communication. In this context the content of this course can be summarized as: Communication Concepts and Models, Objectives and Strategies of the Marketing Communications, Integrated Marketing Communication Concepts, The role of Integrated Marketing in service awareness, Choosing media in marketing communication, Brand Communication, Advertising Communication, Sponsorship Communication, Customer Relationship Management, Relationship Marketing , Data-Based Marketing, Program Development of Integrated Marketing Communications, Control of the Marketing Communication Programs. .

Topics

Weeks	Topics
1	Communication, marketing communication, integrated marketing communications
2	Marketing communication planning
3	Advertising,
4	Personal selling
5	Article discussions
6	Sales promotion
7	Public relations
8	Midterm Exam
9	Direct marketing
10	Parketing communication and marketing mix
11	Article discussions
12	Marketing communications Strategies
13	Marketing Communications at social media
14	Article discussions

Materials

Materials are not specified.

Resources

Resources	Resources Language
Lery Percy, Strategic Integrated Marketing Communication, USA, 1. Ed., 2008	English
Kenneth E. Clow and Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications (4th Edition) , 2009	English
Mine Oyman, Yavuz odabaşı, Pazarlama İletişmi Yönetimi, Mediacat Kitapları, İstanbul, 2006	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