| School/Faculty/Institute |
Faculty of Econ., Admin. and Social Sciences |
| Course Code |
MKTG 337 |
| Course Title in English |
Integrated Marketing Communication in the Digital Age |
| Course Title in Turkish |
Dijitalleşme Çağında Bütünleşik Pazarlama İletişimi |
| Language of Instruction |
EN |
| Type of Course |
Flipped Classroom |
| Level of Course |
Intermediate |
| Semester |
Spring |
| Contact Hours per Week |
| Lecture: 3 |
Recitation: |
Lab: |
Other: |
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| Estimated Student Workload |
136 hours per semester |
| Number of Credits |
5 ECTS |
| Grading Mode |
Standard Letter Grade
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| Pre-requisites |
MKTG 201 - Marketing
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| Expected Prior Knowledge |
None |
| Co-requisites |
None |
| Registration Restrictions |
Only Undergraduate Students
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| Overall Educational Objective |
To acquire the basic level of knowledge and skills for designing marketing communication in a new digital age, such as advertising, digital marketing, sales promotions, sponsorships and establishing effective marketing communication strategy.
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| Course Description |
Integrated marketing communication (IMC) is a cross-functional process for creating consistent relationships with consumers by strategically controlling all messages sent to groups and encouraging dialogue. Students learn to integrate marketing communication elements (e.g., advertising, digital tools, public relations, publicity, sales promotion, event marketing, direct marketing, e-communication, and selling) to advance an organization’s success and brand equity. Case studies and exercises help students learn how to develop effective IMC plans. The emphasis rests on strategic planning and development of marketing communications campaigns, their integration and evaluation. The course combines theory and practice and aims to develop analytical skills necessary for effectively assessing and managing communication needs of companies operating in today's competitive business environment.
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| Course Description in Turkish |
Bütünleşik pazarlama iletişimi (IMC), hedef kitleye gönderilen tüm mesajları stratejik olarak bir çatı altında barındırıp, diyalogu teşvik ederek tüketiciler ve marka arasında sağlam, tutarlı bir ilişki oluşturmak için çok fonksiyonlu bir süreçtir. Öğrenciler bir kurumun başarısını ve marka değerini artırmak için pazarlama iletişimi unsurlarını (örneğin reklam, dijital araçlar, halkla ilişkiler, tanıtım, satış promosyonu, etkinlik pazarlaması, doğrudan pazarlama ve satış) entegre etmeyi öğrenirler. Vaka çalışmaları ve alıştırmalar, öğrencilerin etkili IMC planlarının nasıl geliştirileceğini öğrenmelerine yardımcı olur. Buna ek olarak, pazarlama iletişimi kampanyalarının stratejik planlanmasına ve geliştirilmesine, entegrasyonlarına ve değerlendirmelerine dayanır. Ders, teori ve pratik bilgiyi birleştirip, aynı zamanda günümüzün rekabetçi iş ortamında faaliyet gösteren şirketlerin iletişim ihtiyaçlarını etkin bir şekilde değerlendirmek ve yönetmek için gerekli analitik becerileri geliştirmeyi amaçlamaktadır.
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Course Learning Outcomes and Competences
Upon successful completion of the course, the learner is expected to be able to:
1) understand how the marketing communication process influences consumer decision makin
2) determine the role of the promotional mix in the development of strategic/ tactical marketing plans
3) appreciate the planning, implementation, and evaluation process of marketing communications
4) explain the overall marketing process and the role of the promotional mix in the marketing mix and strategy
5) understand the role of advertising and promotion within the context of a balance of theoretical and practical perspectives through the integration of various concepts/theories and practical applications
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| Program Learning Outcomes/Course Learning Outcomes |
1 |
2 |
3 |
4 |
5 |
| 1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences |
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| 2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors |
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| 3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects
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| 4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability |
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| 5) Demonstrates individual and professional ethical behavior and social responsibility |
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| 6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues |
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| 7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions |
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| 8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting |
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| 9) Displays computer proficiency to support problem solving and decision-making |
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| 10) Demonstrates teamwork, leadership, and entrepreneurial skills |
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| 11) Displays learning skills necessary for further study with a high degree of autonomy
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Relation to Program Outcomes and Competences
| N None |
S Supportive |
H Highly Related |
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Program Outcomes and Competences |
Level |
Assessed by |
| 1) |
Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences |
N |
|
| 2) |
Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors |
S |
Project
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| 3) |
Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects
|
H |
Exam
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| 4) |
Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability |
N |
|
| 5) |
Demonstrates individual and professional ethical behavior and social responsibility |
S |
Project
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| 6) |
Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues |
S |
Project
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| 7) |
Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions |
S |
Project
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| 8) |
Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting |
H |
Exam
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| 9) |
Displays computer proficiency to support problem solving and decision-making |
S |
Project
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| 10) |
Demonstrates teamwork, leadership, and entrepreneurial skills |
H |
Project
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| 11) |
Displays learning skills necessary for further study with a high degree of autonomy
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H |
Exam
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| Prepared by and Date |
TUNA CANATAR , May 2023 |
| Course Coordinator |
CEYHAN MUTLU |
| Semester |
Spring |
| Name of Instructor |
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Course Contents
| Week |
Subject |
| 1) |
Integrated Marketing Communications
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| 2) |
Managing the Communications Mix
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| 3) |
How Advertising Works
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| 4) |
Creative Strategy
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| 5) |
Media Planning
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| 6) |
Sales Promotions
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| 7) |
Direct Marketing
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| 8) |
Mid Term Examination
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| 9) |
Public Relations
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| 10) |
Sponsorships
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| 11) |
Evaluating Marketing Communications
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| 12) |
How IMC works in FMCG Category / Guest Speaker
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| 13) |
How IMC Works in Retail Industry / Guest Speaker
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| 14) |
How IMC Works in E-Commerce World / Guest Speaker
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| 15) |
Final Examination Period
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| 16) |
Final Examination Period
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| Required/Recommended Readings | Course Textbook (mandatory):
Integrated Marketing Communication, Creative Strategy from Idea to Implementation
Author: Robyn Blakeman
Every student will be required to have the book and the access code to be able to follow the course properly.
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| Teaching Methods | This course is designed to provide students with the body of knowledge about recent developments and trends in project management world. In order to achieve learning objectives, the course will include reinforcement of active participation, quizzes, oral exams in addition to project presentations in teams and mid-term and final exams.
Summary of covered topics will be the opening activity for each class session in order to make sure that the most important subjects are reviewed and remembered by all participants.
The methods which will be used throughout the course are real life case studies, group projects, presentations, in-class discussions. Every member of the class is expected to freely share her/his knowledge, ideas and questions with the group without any concern. In all kinds of teaching and learning activities, student participation, active learning and learning by doing are essential.
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| Homework and Projects | The students will be making 1 final presentation as a group throughout the course. The groups will be formed and the details of the project will be announced later by the instructor. Each group will have maximum 5 members and each team member will present their part individually.
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| Laboratory Work | |
| Computer Use | Personal Laptops
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| Other Activities | |
| Assessment Methods |
| Assessment Tools |
Count |
Weight |
| Attendance |
1 |
% 20 |
| Quiz(zes) |
1 |
% 20 |
| Project |
1 |
% 20 |
| Midterm(s) |
1 |
% 20 |
| Final Examination |
1 |
% 20 |
| TOTAL |
% 100 |
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| Course Administration |
tuna.canatar@gmail.com
Students are always free and encouraged to give feedback and ask questions about the course via e-mail to instructor (tuna.canatar@gmail.com).
In this course, active participation is key to learning and applying. Thus the grading of the class participation will be done based on the quality of active student participation and contribution to in-class activities.
Students are expected to attend all sessions and be in class on time. When they can not attend due to a sickness (which should require a report from a full facility hospital) or an excuse accepted by MEF regulations, they should inform the instructor by mail.
Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation.
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Information Package / Course Catalogue