PAZ655 - INTEGRATED MARKETING COMMUNICATION

Course Name Code Semester Theory
(hours/week)		 Application
(hours/week)		 Credit ECTS
INTEGRATED MARKETING COMMUNICATION PAZ655 1st Semester 3 0 3 6
PrequisitesNone
Course languageTurkish
Course typeElective 
Mode of DeliveryFace-to-Face 
Learning and teaching strategiesLecture
Case Study
Project Design/Management
 
Instructor (s)Faculty Members of the Department 
Course objectiveThis course is intended to give students advanced understanding of the integrated marketing communication process. This includes the identification of promotional activities,development of advertising objectives, promotional strategies, media selection, and integration of the elements of the promotional and marketing mixes. In order to fullfill the course requirements, students are expected to conduct intense research 
Learning outcomes
  1. Average student; ? Explain the major tenets of marketing communication and interpret and apply them to marketing situations
  2. ? Develop the ability to understand cominication process and the problems of comminication process.
  3. ? Ä°dentify the promotional activities,development of advertising objectives, promotional strategies, media selection, and integration of the elements of the promotional and marketing mixes
  4. ? Analysis of personal and non-personal forms of marketing communications in both industrial and consumer markets
  5. ? Explain the elements of the marketing communication and marketing mixes.
  6. ? Introduction to computer mediated communication
  7. ? Impersonal communication theories of computer mediated communication.
  8. ? Interpersonal communication theories of computer mediated communication.
Course ContentIntegrated marketing communication, personal selling, advertising, sales promotion, direct marketing, internet and interactive media and publicity, International promotion strategies, introduction to computer mediated communication. 
References1- Advertising Communications and Promotion Management John R. Rossiter (Author), Larry Percy (Editor) McGraw-Hill Companies; 2nd edition (January 15, 1997)
2- Integrated Advertising, Promotion and Marketing Communications Clow and Baack, Pearson Education, 2004
3- Advertising and Promotion George E. Belch ve Michael E. Belch (2001), . Edition, Irwin McGraw-Hill, London
4- Carr, C. T. (2021). Computer-mediated Communication: A Theoretical and Practical Introduction to Online Human Communication. Rowman & Littlefield.
5- Journal of Promotion Management
6- Journal of Computer Mediated Communication 

Course outline weekly

WeeksTopics
Week 1Introduction to marketing communication management
Week 2Communication Process
Week 3Problems in Communication Process
Week 4Creative Strategy; Planing and Implementation, Budgeting and Evaluation
Week 5Direct Selling
Week 6Internet: Computer Mediated Communication
Week 7Impersonal communication theories of computer mediated communication.
Week 8Interpersonal communication theories of computer mediated communication.
Week 9Midterm
Week 10Promotion Tools and
Week 11Assignment
Week 12Public Relations
Week 13Promotion
Week 14Personel Selling
Week 15General Assessment
Week 16Final Exam

Assesment methods

Course activitiesNumberPercentage
Attendance1410
Laboratory00
Application00
Field activities00
Specific practical training00
Assignments120
Presentation00
Project00
Seminar00
Midterms125
Final exam145
Total100
Percentage of semester activities contributing grade succes1750
Percentage of final exam contributing grade succes150
Total100

WORKLOAD AND ECTS CALCULATION

Activities Number Duration (hour) Total Work Load
Course Duration (x14) 14 3 42
Laboratory 0 0 0
Application000
Specific practical training000
Field activities000
Study Hours Out of Class (Preliminary work, reinforcement, ect)14456
Presentation / Seminar Preparation000
Project000
Homework assignment12020
Midterms (Study duration)12525
Final Exam (Study duration) 14040
Total Workload3192183

Matrix Of The Course Learning Outcomes Versus Program Outcomes

D.9. Key Learning OutcomesContrubition level*
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest