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Information
| Code | MG43726 |
| Name | Marketing Communication |
| Semester | . Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. DENİZ ZEREN |
Course Goal
Learning marketing communication and startegies to implement a campain accordingly.
Course Content
This course includes marketing communication concept and subheadings like advertising, personal selling, promotion, direct marketing and digital marketing.
Course Precondition
There are no prerequisites for the course
Resources
Lecture notes are provided by the instructor of the course.
Notes
Current and essential academic articles, best practice examples
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines marketing communication and its elements. |
| LO02 | Names marketing communication strategies |
| LO03 | prepares and presents marketing communication campain |
| LO04 | chosing and implementing exact marketing communication methods considering company needs |
| LO05 | Defines integrated marketing communication tools. |
| LO06 | Explain the advantages and disadvantages of integrated marketing communication tools. |
| LO07 | Creates a marketing communications budget. |
| LO08 | Measures marketing communication performance. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Can define the basic marketing functions and explain their relations with each other. | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Can describe the basic theories and models of marketing management, numerical and statistical methods. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Collects and analyzes marketing information needed by businesses according to scientific research principles. | 4 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can evaluate the results of the models applied in marketing management in terms of different sectors. | 5 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can define marketing problems arising from internal and external environmental conditions and changes. | 5 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can solve basic marketing problems with analytical thinking skills. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Explains all the basic functions of marketing conceptually. | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using numerical and statistical analysis programs in the solution of marketing problems. | 3 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Reports the results of the marketing researches to be used in managerial decision making processes. | 5 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Follows and comments on developments in the field of marketing. | 4 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Works effectively as a team member and takes the necessary responsibility within the team. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Explains the basic marketing concepts and the relationship between basic economic concepts and business management concepts. | 4 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can synthesize the information obtained by different sources within the framework of academic rules. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | 5 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Effectively presents the information and comment obtained by different sources within the framework of academic rules, verbally and in writing. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can use the terms and concepts in marketing terminology effectively in written and oral presentations. | 5 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Can make decisions to meet customer needs in a competitive environment. | 5 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. | 2 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketing Communication | reading related chapters | Öğretim Yöntemleri: Anlatım |
| 2 | Marketing Communication Planning Process | reading related chapters | Öğretim Yöntemleri: Tartışma, Anlatım |
| 3 | Integrated Approach and Essential Concepts | reading related chapters | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 4 | Elements of Marketing Communications | reading related chapters | Öğretim Yöntemleri: Anlatım, Beyin Fırtınası |
| 5 | Advertising | reading related chapters | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 6 | Advertising Campain | reading related chapters | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Advertisement Mediums | reading related chapters | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 8 | Mid-Term Exam | reviewing previous chapters | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Personal Selling and sales Promotion | reading related chapters | Öğretim Yöntemleri: Anlatım |
| 10 | Public relations and direct marketing | reading related chapters | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Digital marketing and social networks | reading related chapters | Öğretim Yöntemleri: Anlatım, Grup Çalışması |
| 12 | Alternative methods | reading related chapters | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 13 | Marketing Communications Ethics | reading related chapters | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Presentations | presentation preperation | Öğretim Yöntemleri: Proje Temelli Öğrenme |
| 15 | Presentations | presentation preperation | Öğretim Yöntemleri: Proje Temelli Öğrenme |
| 16 | Term Exams | review of chapters | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | review of chapters | Ölçme Yöntemleri: Yazılı Sınav |