Business Administration (English) | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | MNG023 | ||||
Course Name: | Marketing Communications | ||||
Semester: | Fall | ||||
Course Credits: |
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Language of instruction: | English | ||||
Course Condition: | |||||
Does the Course Require Work Experience?: | No | ||||
Type of course: | Departmental Elective | ||||
Course Level: |
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Mode of Delivery: | Face to face | ||||
Course Coordinator: | Prof. Dr. MİNE MUKADDES AFACAN FINDIKLI | ||||
Course Lecturer(s): | |||||
Course Assistants: |
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. |
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 |
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 |
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 Learning Outcomes | 1 |
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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. |
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. |
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 |
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 |