The course introduces students to the field of integrated marketing communications and its role in the marketing mix.
The emphasis is placed on understanding the role of advertising and other promotional tools in the IMC program of an organization to achieve effective marketing campaigns based on clear objectives, market segmentation and target marketing, within established time and cost parameters.
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Course Learning Outcomes
1) Students are able to comprehend how IMC fits into the marketing mix.
2) Students are able to understand how the communication process fits into and works with consumer behavior with an emphasis on the consumer decision making process.
3) Students are able to comprehend the overall marketing process, marketing communications tools, consumer behavior, marketing communications organizational structures and operations.
4) Students are able to examine the process by which IMC programs are planned, developed, executed, and measured.
5) Students are able to develop an awareness of the connection between marketing communications tools, and how each can be used effectively and individually or in a marketing mix.
Course Flow
| Week | Topics |
| 1 | Introduction to the class & laying the framework for the whole year |
| 2 | An introduction to integrated marketing communications and its role in the marketing process |
| 3 | Marketing concept and its components |
| 4 | Branding and Promotion |
| 5 | Communication Process |
| 6 | Perspectives on consumer behavior and attitude change |
| 7 | Review for Midterm |
| 8 | MIDTERM |
| 9 | Advertising and IMC |
| 10 | Advertising and IMC |
| 11 | Public Relations and IMC |
| 12 | Personal Selling and Direct Marketing |
| 13 | Point of Purchase (POP), Sales and Trade Promotions |
| 14 | IMC Campaigns |
| 15 | Review |
| 16 | Final Exam |
Recommended Sources
| Textbook | Advertising and promotion: an integrated marketing communications perspective, George E. Belch & Michael A. Belch. New York, London: McGraw-Hill/Irwin, c2004. |
| Additional Resources | The Guide for Understanding Turkey Research, Affluent Consumers Research, power-points from various sources |
Assessment
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms | 1 | 30 |
| Assignment | 1 | 20 |
| Attendance | 1 | 10 |
| FINALS | 1 | 40 |
| Total | 100 |
Course’s Contribution to Program
| No | Program Learning Outcomes | Contribution | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To gain the abilities of working with an interdisciplinary approach and adapting theories, methods and practices in different disciplines to the relevant concentration area | X | |||||
| 2 | To gain the abilities of data collection, literature review and analysis in the concentration area of integrated marketing communications management | X | |||||
| 3 | To gain the ability of communicating within the national and international scientific environments | X | |||||
| 4 | To gain the knowledge and skills required for scientific research processes | X | |||||
| 5 | To gain the competence for making critical evaluations and syntheses | X | |||||
| 6 | To have conducted research at a sufficient level about one’s thesis topic | X | |||||
| 7 | To possess the behavioral and ethical sensitivity required for the academic life | X | |||||
| 8 | To possess the necessary computer skills for writing scientific papers and theses | X | |||||
| 9 | To gain the abilities of being receptive to innovations and novel ideas and developing new ideas | X | |||||
| 10 | To comprehend fully and appropriately the meaning and significance of integrated marketing communications management in theoretical and practical terms | X | |||||
ECTS
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration (Including the exam week: 16x Total course hours) | 16 | 3 | 48 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 8 | 128 |
| Mid-terms | 1 | 10 | 10 |
| Assignments | 1 | 10 | 10 |
| Final | 1 | 10 | 10 |
| Total Work Load | 206 | ||
| Total Work Load / 25 (h) | 8,24 | ||
| ECTS Credit of the Course | 2 |