| Course Type | Elective Course |
|---|
| Course Level | Master's Degree With Thesis |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Define the concept of Integrated Marketing Communications (IMC) and its role in the marketing process.
- Analyze the stages of the IMC communication process and its impact on consumer behavior.
- Explain target setting, budgeting, and creative strategy development processes in IMC.
- Effectively utilize media planning, advertising, public relations, and digital marketing tools.
- Discuss evaluation methods and ethical considerations in IMC campaigns.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | |
|---|
| Course Description | In this course students; It aimed to provide the basic tools necessary for the development of effective integrated marketing communication programs, to teach the planning and implementation of media activities, and to provide the ability to analyze advertisements in different media. The course also focused on international advertising and promotion decisions and how to measure their effectiveness. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Introduction to Integrated Marketing Communications (IMC) |
|
2nd Week |
The role of IMC in the marketing process |
|
3rd Week |
Consumer Behaviour Perspective |
|
4th Week |
The communication process |
|
5th Week |
Objectives and budgeting in the IMC process |
|
6th Week |
Creative strategy - planning and implementation |
|
7th Week |
Media planning and strategy |
|
8th Week |
Mid-term examination |
|
9th Week |
Advertising |
|
10th Week |
Public relations, sponsorship and promotions |
|
11th Week |
Direct Marketing, Internet, Digital and Social Media |
|
12th Week |
Personal selling and promotions |
|
13th Week |
Evaluation of the IMC campaign process |
|
14th Week |
Ethical issues in IMC |
|
15th Week |
|
|
| Recommended or Required Reading | Percy, L. (2008). Strategic integrated marketing communications. Routledge.
Blakeman, R. (2023). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
Belch, G. Belch, M. 2015. Advertising and Promotion: An Integrated Marketing Communications Perspective. McGrawHill
|
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Discussion
- Questions/Answers
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
20 |
| Project |
1 |
20 |
| Total(%) |
|
40 |
| Contribution of In-term Studies to Overall Grade(%) |
|
40 |
| Contribution of Final Examination to Overall Grade(%) |
|
60 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
5 |
5 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
|
|
|
| Preparation for Final exam |
1 |
7 |
7 |
| Course hours |
14 |
10 |
140 |
| Preparation for Midterm exam |
1 |
5 |
5 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
5 |
5 |
| Homework |
|
|
|
| Total Work Load | 162 |
| Total Work Load / 30 (h) | 5.4 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | English |
|---|
| Work Placement(s) | No |
|---|
