TÜRKÇE
ENGLISH
Information
| Code | PZR259 |
| Name | Marketing Communication Techniques |
| Term | 2023-2024 Academic Year |
| Semester | 3. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 3 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Ön Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Öğr. Gör. SADIK EREN |
| Course Instructor |
Öğr. Gör. SADIK EREN
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of the course is to make students inform on communication, concepts and process of marketing communication, elements of marketing mix and marketing communication and to teach while the students plan marketing communication activities, technics of message and media strategies.
Course Content
1 Introduction to marketing communication 2 The developments of marketing communication 3 Integrated marketing communication 4 The products and the dimension of products communication 5 The package and the dimension of package communication 6 The distribution and marketing communication 7 The dimension of price communication 8 The marketing process on Net 9 The planning process of marketing communication 10 The choosing of target public 11 The determining the strategies of media and message 12 The determining the budget of marketing communication 13 The organization of activities of marketing communication 14 Marketing communication and ethics
Course Precondition
....
Resources
Hatice Anıl Değermen Erenkol, Pazarlama İletişimi, University of Istanbul AUZEF (Lecture notes). , ,
Notes
Mert Uydacı, Pazarlamada İletişim Teknikleri, İstanbul 2010.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Develops the marketing strategy |
| LO02 | Has a skill of effective communication and persuasion |
| LO03 | Determines the strategies of media and message |
| LO04 | Has an information about marketing communication and ethics |
| LO05 | Makes a plans and Organizes marketing communication activities |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Have basic theoretical knowledge supported by up-to-date information in the field of marketing. | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Gains the skills to use the basic theoretical and applied knowledge acquired in the field of marketing at an advanced education level in the same field or in a field at the same level. | 4 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Using the knowledge and skills acquired in the field of marketing, he/she will be able to analyze, interpret, question, criticize and find solutions to any marketing problem at a basic level. | 2 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Gains the ability to independently carry out a basic level of marketing related work. | 3 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Take responsibility individually or as a team member to solve problems encountered in marketing-related applications. | 3 |
| PLO06 | Bilgi - Kuramsal, Olgusal | He/she can carry out activities for the development of the personnel he/she is responsible for. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | They can criticize the basic knowledge and skills acquired in marketing, have the ability to identify their deficiencies and meet these deficiencies. | 2 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Gains lifelong learning awareness. | 1 |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | He/she can convey his/her thoughts through written, verbal and visual communication at the level of basic knowledge and skills on marketing-related issues. | 1 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | He/she can share his/her thoughts on marketing-related issues and solutions to problems with experts and non-experts. | 1 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Obtains a basic level of foreign language knowledge to monitor information in the field of marketing and communicate with colleagues and non-nationals. | |
| PLO12 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | With the basic computer use required by the marketing field, internet technologies can use office software at a basic level. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Have social, scientific, cultural and ethical values in the stages of collecting any data in the field of marketing, applying it and announcing the results. | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to marketing communication | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 2 | The developments of marketing communication | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Integrated marketing communication | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 4 | The products and the dimension of products communication | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 5 | The package and the dimension of package communication | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 6 | The distribution and marketing communication | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 7 | The dimension of price communication | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 8 | Mid-Term Exam | Ölçme Yöntemleri: Yazılı Sınav |
|
| 9 | The marketing process on Net | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 10 | The planning process of marketing communication | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 11 | The choosing of target public | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 12 | The determining the strategies of media and message | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 13 | The determining the budget of marketing communication | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 14 | The organization of activities of marketing communication | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 15 | Marketing communication and ethics | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 16 | Term Exams | Ölçme Yöntemleri: Yazılı Sınav |
|
| 17 | Term Exams | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 6 | 6 |
| Final Exam | 1 | 16 | 16 |
| Total Workload (Hour) | 78 | ||
| Total Workload / 25 (h) | 3,12 | ||
| ECTS | 3 ECTS | ||