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Course Unit Code	Course Unit Title	Type of Course Unit	Year of Study	Semester	Number of ECTS Credits
9203025312020	Integrated Communications Management		1	1	6,00

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Yüksek Lisans

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Language of Instruction

Turkish

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Objectives of the Course

At the conclusion of this course the students will be able to comprehend the concept of Integrated Marketing Communication and the relationship between the elements that constitute this concept, and will be able to interpret the synergic unity between the elements of marketing mix in the context of marketing communication campaigns.

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Name of Lecturer(s)

Dr. Murat Çelik

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Learning Outcomes

1	Being able to relate the scope of the concept of Integrated Marketing Communication with the elements that constitutes the concept
2	Being able to interpret the relationship between the promotional mix and the other elements of the marketing mix
3	Being able to analyze the sample campaigns in the context of Integrated Marketing Communication conception

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Mode of Delivery

Face to Face

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Prerequisities and Co-Requisities

None

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Recommended Optional Programme Components

None

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Content of the Course

Literature survey about the scope and the development of Integrated Marketing Communication conception The relationship between the elements of promotional mix Interaction of the other elements of Marketing mix (product, price, distribution) and promotional mix Analyzing the campaign samples of Integrated Marketing communication

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Weekly Detailed Course Contents

Week	Subjects (Theoretical)	Teaching Methods	Preparatory
1	Course introduction: the content, process and the requirements of the course, The distribution of article topics and arranging the content of the articles
2	Introduction of integrated marketing communication concept and its development
3	The changes in the content of the elements of marketing mix in historical process
4	The relationship between Integrated Marketing communication and customer oriented marketing conception
5	The role of advertisement in Integrated Marketing communication
6	Factors that have to be considered while planning Integrated Marketing communication campaigns in the context of customer oriented marketing conception
7	Shaping the brand image and Integrated Marketing communication factors’ way of reflecting the corporate brand identity
8	Mid-term Exam
9	Sample campaign analysis
10	Sample campaign analysis
11	Literature survey and planning the context of the articles
12	Literature survey and planning the context of the articles
13	Presentation of the article and discussion with class
14	Presentation of the article and discussion with class
15	Presentation of the article and discussion with class
16	Final Exam

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Text Book / Material / Recommended Resources

- Schultz, Don E. Tannenbaum, Stanley I. Lauterborn, Robert F. The New Marketing Paradigm-Integrated Marketing Communications, NTC Business, Lincolnwood, Illinois, U.S.A., 1997 - Bozkurt, İzzet. Bütünleşik Pazarlama İletişimi, Media Cat Yayınları, 2000 - Göksel, Ahmet B. Kocabaş, Füsun. Elden, Müge. Pazarlama İletişimi Açısından Halkla İlişkiler ve Reklam, Yayınevi Yayıncılık, 1997 Brannan, Tom. A Practical Guide To Integrated Marketing Communications, Kogan Page Ltd., Marketing In Action Series, London, 1995

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Planned Learning Activities and Teaching Methods

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Assessment Methods and Criteria

Term (or Year) Learning Activities	Quantity	Weight
Midterm Examination	1	100
Total		100
End Of Term (or Year) Learning Activities	Quantity	Weight
Final Examination	1	100
Total		100
Term (or Year) Learning Activities		40
End Of Term (or Year) Learning Activities		60

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Work Pacement(s)

None

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Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Attending Lectures	14	3	42
Discussion	2	10	20
Case Study	2	10	20
Report Preparation	2	2	4
Report Presentation	2	10	20
Writing Paper	2	8	16
Criticising Paper	4	10	40
Self Study	2	10	20
Total Work Load (hours)			182

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Contribution of Learning Outcomes to Programme Outcomes

	PO 1	PO 2	PO 3	PO 4	PO 5	PO 6	PO 7	PO 8	PO 9	PO 10	PO 11	PO 12	PO 13	PO 14
LO 1	5	5	5	3		3	5	3	2	2	4	2	4	3
LO 2		5	5		4		5			2	4	3
LO 3			5			5	5	5	5	3	5	5	5	5