Information Package
baskent.edu.tr

Program of Graphic Design

GRA352

MARKETING COMMUNICATION

Course Code
GRA352
Semester
Sixth Term (Spring)
Theory+Practice
3 + 0
ECTS
3
Course TypeCompulsory Course
Course LevelBachelor's Degree
Year of Study3
SemesterSixth Term (Spring)
ECTS3
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Ability to work within a specific concept and its limitations.
  2. Ability to act in accordance with current laws and regulations and to take on ethical responsibility.
  3. Ability to think critically.
  4. Ability to think within a context.
  5. Ability to follow developing and changing technology and to choose what is appropriate for oneself.
  6. Ability to establish a relationship between historical, social, and economic conditions and art and design processes.
  7. Ability to work interdisciplinary within the field of art and design.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme Components
Course DescriptionThe course introduces key concepts and frameworks in marketing communication and advertising. Students analyze campaigns, understand brand positioning, and evaluate the effectiveness of communication strategies. Emphasis is placed on integrating marketing principles with graphic design processes through case studies and applied projects.
Course Contents
WEEK TOPICS
1st Week Introduction, providing information about the course
2nd Week Marketing basic concepts, Integrated Marketing Communications (Chapter 1)
3rd Week Brand Management (Chapter 2)
4th Week Consumer Buying Behaviors (Chapter 3)
5th Week Integrated Marketing Communications Planning Process (Chapter 4)
6th Week Advertising Campaign Management (Chapter 5)
7th Week Advertising Design (Chapter 6)
8th Week Midterm Exam
9th Week Traditional Media Channels (Chapter 7)
10th Week Digital Marketing (Chapter 8)
11th Week Social Media (Chapter 9)
12th Week Alternative Marketing (Chapter 10)
13th Week Public Relations and Sponsorship Programs (Chapter 13)
14th Week Evaluation of the Integrated Marketing Program (Chapter 15)
Recommended or Required ReadingClow, K. E., & Baack, D. (2016). Bütünleşik reklam, tutundurma ve pazarlama iletişimi. Çeviri Edi. Gülay Öztürk. Nobel Akademik Yayıncılık.
Eser, Z., & Korkmaz, S. (2017). Pazarlamaya giriş. Siyasal Kitabevi.
Planned Learning Activities and Teaching Methods
  • Case Study
  • Uygulama
  • Presentation
  • Other
  • Project
  • Lecture
  • Discussion
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 50
Other 1 50
Total(%) 100
Contribution of In-term Studies to Overall Grade(%) 100
Contribution of Final Examination to Overall Grade(%) 0
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1 1
Preparation for Quiz
Individual or group work 8 2 16
Preparation for Final exam
Course hours 14 3 42
Preparation for Midterm exam
Laboratory (including preparation)
Final exam 1 1 1
Homework
Project 5 3 15
Performance Practice 5 3 15
Total Work Load90
Total Work Load / 30 (h)3
ECTS Credit of the Course3
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4 LO5 LO6 LO7
K1 X
K2 X
K3
K4
K5 X
K6 X X
K7
K8 X X X
K9 X
K10
K11
K12 X
K13
K14
K15
K16
K17