Business Administration (English) Preview
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code:

MNG023

Course Name:

Marketing Communications

Semester:

Spring

Course Credits:

ECTS

Language of instruction:

English

Course Condition:

Does the Course Require Work Experience?:

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:

Prof. Dr. MİNE MUKADDES AFACAN FINDIKLI

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	1	2	3	4
Program Outcomes
1) Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences.
1) Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences.	1	1	2	1
2) They have knowledge and skills about different functions and interactions of the enterprise.	1	1	2	2
3) They can use different theoretical approaches to understanding and solving various business problems.	1	3	2	2
4) Being aware of the needs of society, they use business knowledge to meet these needs.	2	3	3	3
5) They have knowledge depthly about current problems of Turkey and Global Business World’s	2	3	3	2
6) They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions.	2	3	2	3
7) They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively.
8) They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language.	3	3	3	3
9) They can develops teamwork, negotiation, leadership and entrepreneurship skills.	1	3	3	2
10) They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law.	1	1	1	1
11) They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning.	1	2	2	2
12) They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms.	3	3	3	3
13) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences.
1)	Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences.	1
2)	They have knowledge and skills about different functions and interactions of the enterprise.	1
3)	They can use different theoretical approaches to understanding and solving various business problems.	2
4)	Being aware of the needs of society, they use business knowledge to meet these needs.	3
5)	They have knowledge depthly about current problems of Turkey and Global Business World’s	3
6)	They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions.	3
7)	They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively.
8)	They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language.	3
9)	They can develops teamwork, negotiation, leadership and entrepreneurship skills.	2
10)	They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law.	1
11)	They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning.	2
12)	They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms.	3
13)	They use information and communication technologies together with computer software at the advanced level of European Computer Driving 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