Public Relations and Advertising | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | HIR205 | ||||
Course Name: | Integrated Marketing Communications | ||||
Semester: | Fall | ||||
Course Credits: |
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Language of instruction: | Turkish | ||||
Course Condition: | |||||
Does the Course Require Work Experience?: | No | ||||
Type of course: | Compulsory Courses | ||||
Course Level: |
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Mode of Delivery: | Face to face | ||||
Course Coordinator: | Araş. Gör. AZİZ ARSLAN | ||||
Course Lecturer(s): | Dr. Nezahat İşbilir Yüceışık | ||||
Course Assistants: |
Course Objectives: | The aim of this course is to examine the scope and role of the marketing function. To emphasize the integration of the elements of the marketing mix with the elements of the marketing communication mix (public relations, advertising, sponsorship, individual sales, promotions, etc.). |
Course Content: | Contents of this course are; concepts and hypothesis about advertising management and strategies, relation between the culture and advertisement, process and management of advertisement campaigns. Course includes practical applications, as well. |
The students who have succeeded in this course;
1) Students will have all the knowledge, skills and competencies required by the profession in the fields of Public Relations and Advertising. 2) Gains knowledge of brand management, marketing communication, corporate communication, development of advertising strategy. 3) Have knowledge and skills about changing and developing communication methods and technologies related to the field. 4) Have the ability to manage the communication between the relevant stakeholders and the target audience. 5) Have implements by developing the appropriate communication strategy and method according to the communication characteristics of different stakeholders. 6) By acting on the principle of lifelong learning, it has develop not only in terms of professional knowledge but also culturally. 7) It combines different communication areas in a holistic and strategic way. 8) Uses written and verbal communication skills effectively. 9) By thinking creatively and critically, it develops and implements these strategies. 10) Has management skills. 11) Uses research ability effectively. 12) Has ethical business approach and social responsibility awareness. 13) Has the ability of analytical thinking and problem solving. 14) Has been prone to team work. |
Week | Subject | Related Preparation |
1) | Digital Communication and Marketing Management Marketing Communication in Social Media Experiential Marketing | |
1) | Marketing Concepts and Components Marketing Phases Introduction to Marketing Communication | |
2) | Transition Process from Marketing Communication to Integrated Marketing Integrated Marketing Communication Integrated Marketing Communication Models | |
3) | Marketing Communication Tools | |
4) | Event Marketing Relationship Marketing | |
5) | Product, Packaging and Marketing Communication Distribution and Marketing Communication Sales Promotion and Marketing Communication Sales Management and Marketing Communication | |
6) | Strategic Planning Process in Integrated Marketing Communication | |
7) | Midterm Exam | |
8) | Measurement and Evaluation in Integrated Marketing Communication | |
9) | Integrated Marketing Communication and Advertising Integrated Marketing Communication and Brand | |
11) | Creative Strategies in Integrated Marketing Communication Creativity and Media Channels | |
12) | Marketing Communication Campaign and Case Study | |
13) | Marketing Communication Campaign Project Presentations | |
14) | Final Exam |
Course Notes / Textbooks: | Ders notları |
References: | Ders Notları |
Course Learning Outcomes | 1 |
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Program Outcomes | |||||||||||||||
1) They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. | 2 | 3 | 2 | 3 | 2 | 2 | 3 | 2 | 3 | 3 | 2 | 2 | 2 | 2 | |
2) They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. | 3 | 2 | 2 | 2 | 2 | 3 | 2 | 3 | 3 | 2 | 3 | 2 | 2 | 3 | |
3) They have knowledge and skills about changing and evolving communication methods and technologies. | 3 | 2 | 2 | 2 | 2 | 2 | 3 | 2 | 2 | 3 | 2 | 2 | 2 | 3 | |
4) Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. | 2 | 2 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 2 | 3 | 3 | 2 | 3 | |
5) By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. | 3 | 2 | 2 | 2 | 2 | 3 | 3 | 2 | 3 | 2 | 3 | 3 | 2 | 3 | |
6) They combine different communication areas in a holistic and strategic way. | 2 | 2 | 3 | 3 | 2 | 2 | 2 | 3 | 2 | 3 | 2 | 3 | 3 | 2 | |
7) They use written and verbal communication skills effectively. | 3 | 3 | 2 | 2 | 2 | 3 | 2 | 2 | 2 | 3 | 2 | 2 | 3 | 2 | |
8) They develop and implement strategies by thinking creatively and critically. | 2 | 2 | 2 | 2 | 3 | 2 | 2 | 2 | 2 | 2 | 3 | 2 | 2 | 2 | |
9) They have management skills. | 3 | 2 | 2 | 3 | 3 | 3 | 2 | 3 | 2 | 3 | 2 | 2 | 3 | 2 | |
10) They use research capability effectively. | 2 | 3 | 2 | 2 | 3 | 2 | 3 | 2 | 3 | 2 | 3 | 2 | 2 | 2 | |
11) They have an ethical business understanding and social responsibility. | 2 | 2 | 2 | 3 | 2 | 2 | 2 | 3 | 2 | 3 | 2 | 3 | 2 | 2 | |
12) They have capable of analytical thinking and problem solving. | 2 | 2 | 2 | 3 | 2 | 2 | 3 | 2 | 3 | 2 | 3 | 2 | 3 | 3 | |
13) They have teamwork skills. | 2 | 2 | 3 | 3 | 2 | 2 | 2 | 2 | 2 | 3 | 2 | 3 | 2 | 3 | |
14) They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. | 2 | 3 | 2 | 3 | 2 | 3 | 3 | 2 | 3 | 2 | 2 | 3 | 2 | 3 | |
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. | 3 | 2 | 2 | 3 | 2 | 2 | 2 | 3 | 2 | 2 | 2 | 3 | 3 | 2 |
No Effect | 1 Lowest | 2 Average | 3 Highest |
Program Outcomes | Level of Contribution | |
1) | They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. | 2 |
2) | They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. | 3 |
3) | They have knowledge and skills about changing and evolving communication methods and technologies. | 2 |
4) | Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. | 2 |
5) | By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. | 3 |
6) | They combine different communication areas in a holistic and strategic way. | 2 |
7) | They use written and verbal communication skills effectively. | 3 |
8) | They develop and implement strategies by thinking creatively and critically. | 2 |
9) | They have management skills. | 2 |
10) | They use research capability effectively. | 2 |
11) | They have an ethical business understanding and social responsibility. | 3 |
12) | They have capable of analytical thinking and problem solving. | 2 |
13) | They have teamwork skills. | 2 |
14) | They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. | 2 |
15) | They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. | 2 |
Semester Requirements | Number of Activities | Level of Contribution |
Project | 1 | % 40 |
Midterms | 1 | % 20 |
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 | 14 | 0 | 3 | 42 | |||
Project | 1 | 24 | 2 | 26 | |||
Midterms | 1 | 24 | 2 | 26 | |||
Final | 1 | 24 | 2 | 26 | |||
Total Workload | 120 |