MNG016 Integrated Marketing CommunicationsIstinye UniversityDegree Programs International Trade and Business (English)General Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
International Trade and Business (English)

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Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code: MNG016
Course Name: Integrated Marketing Communications
Semester: Fall
Course Credits:
ECTS
5
Language of instruction: English
Course Condition:
Does the Course Require Work Experience?: No
Type of course: Departmental Elective
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery: Face to face
Course Coordinator: Doç. Dr. EVRİM İLDEM DEVELİ
Course Lecturer(s):
Course Assistants:

Course Objective and Content

Course Objectives: This course aims to examine communication, which is one of the focal points of marketing, in an integrated way.
Course Content: Introduction to marketing communications, consumer behavior communication process, organizational aspects of an advertising campaign, planning & budgeting, creative strategy & development, media strategy & planning, direct & database marketing, direct marketing, telemarketing & relationship marketing-CRM, interactive and digital media, public relations, cause related marketing, sales promotion, personal selling.

Learning Outcomes

The students who have succeeded in this course;
1) To have knowledge about the concept and scope of integrated marketing communication
2) To be able to ratiocinate about the effects of integrated marketing communication elements and in which contexts they can be applied
3) To comprehend the elements of marketing communication and to examine these elements in many aspects
4) To understand ‘marketing communication’ as a whole with other sub-branches or focuses of marketing

Course Flow Plan

Week Subject Related Preparation
1) Introduction to integrated marketing communication
2) The role of integrated marketing communication in marketing processes
3) Communication in marketing
4) Source, message and channel selections
5) Traditional media channels
6) Advertising
7) Direct marketing
8) Mid-term exam
9) Digital marketing and social media marketing
10) Sales promotion
11) Publicity, public relations, and sponsorships
12) Goal setting and media plan development
13) Evaluation of integrated marketing communication activities
14) Presentations
15) Final exam

Sources

Course Notes / Textbooks: Egan, John. Marketing communications. Sage, 2014.
References: Eagle, L., Czarnecka, B., Dahl, S., & Lloyd, J. (2020). Marketing communications. Routledge.
Articles given by the lecturer.

Course - Program Learning Outcome Relationship

Course Learning Outcomes

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2

3

4

Program Outcomes
1) Has a broad and interdisciplinary perspective on international business and trade by the use of social sciences and mathematics,
2) Possess the knowledge and skills related to different functions and interactions of international business and trade.
3) Possess the knowledge and skills to interpret the data, concepts and ideas in the field of international business and trade with scientific and technological methods.
4) Use different theoretical approaches to understanding and solving various business and trade problems.
5) Explains the competitiveness of the countries with the requirements of international competition and interprets the functioning of the actors and regulatory structures in the international environment.
6) Understands the value of developing new trade projects and generating strategies within international market needs.
7) Solves complex business and global trade problems by using various statistical techniques and numerical methods and makes analyzes by using statistical programs effectively.
8) Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education.
9) Develops teamwork, negotiation, leadership and entrepreneurship skills.
10) Possess the knowledge of universal ethical values, social responsibility and sufficient legal and regulatory knowledge.
11) Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them.
12) Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms.
13) Uses information and communication technologies together with computer software at the advanced level of European Computer Using License required by the field.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Average 3 Highest
       
Program Outcomes Level of Contribution
1) Has a broad and interdisciplinary perspective on international business and trade by the use of social sciences and mathematics,
2) Possess the knowledge and skills related to different functions and interactions of international business and trade.
3) Possess the knowledge and skills to interpret the data, concepts and ideas in the field of international business and trade with scientific and technological methods.
4) Use different theoretical approaches to understanding and solving various business and trade problems.
5) Explains the competitiveness of the countries with the requirements of international competition and interprets the functioning of the actors and regulatory structures in the international environment.
6) Understands the value of developing new trade projects and generating strategies within international market needs.
7) Solves complex business and global trade problems by using various statistical techniques and numerical methods and makes analyzes by using statistical programs effectively.
8) Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education.
9) Develops teamwork, negotiation, leadership and entrepreneurship skills.
10) Possess the knowledge of universal ethical values, social responsibility and sufficient legal and regulatory knowledge.
11) Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them.
12) Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms.
13) Uses information and communication technologies together with computer software at the advanced level of European Computer Using License required by the field.

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Presentation 1 % 15
Project 1 % 20
Midterms 1 % 25
Final 1 % 40
total % 100
PERCENTAGE OF SEMESTER WORK % 60
PERCENTAGE OF FINAL WORK % 40
total % 100

Workload and ECTS Credit Calculation

Activities Number of Activities Preparation for the Activity Spent for the Activity Itself Completing the Activity Requirements Workload
Course Hours 13 0 3 39
Study Hours Out of Class 12 0 1 12
Presentations / Seminar 1 5 5
Project 1 0 15 15
Midterms 1 20 2 22
Final 1 30 2 32
Total Workload 125