Genetics and Bioengineering
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

YMD211

Course Name:

Integrated Marketing Communication

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	4

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Compulsory

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Dr.Öğr.Üyesi SEMRA GEÇKİN ONAT

Course Lecturer(s):

Assoc. Prof. ZEYNEP GENEL
Dr.Öğr.Üyesi SEMRA GEÇKİN ONAT

Course Assistants:

Course Objective and Content

Course Objectives:

The process that started with classical marketing comes to the fore with the aim of creating customer satisfaction and brand value with one voice-only message principle under the name of integrated marketing communication today. The aim of the course in this context; the necessary information about the functioning and applications of the integrated marketing communication concept is conveyed to the students.

Course Content:

Marketing, Marketing Communication, Integrated Marketing Communication, Marketing mix, Personal Sales, Direct Marketing, Public Relations, Advertising, Event Marketing, Promotion, Sponsorship, Social responsibility, Integrated Marketing Communication in New Media.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) Be able to define all kinds of concepts related to communication (Public Relations and Advertisement), art and culture and to develop, deepen and use theoretical knowledge at the level of expertise.
2 - Skills
Cognitive - Practical
1) To be able to reach synthesis and perform original studies by evaluating the theoretical knowledge about the fields with a critical point of view. To be able to make presentations and assessments in writing, verbal and visual form to the groups in the field and outside the field.
3 - Competences
Communication and Social Competence
1) Carrying out studies in their fields related to cultural and ethical values and to be able to teach these values.
Learning Competence
1) Be able to acquire the necessary theoretical equipments to capture success in public relations and advertising and to support them to work with qualitative and quantitative methods related to the field. To be able to use advanced information and communication technologies at the level required by their fields (Public Relations and Advertisement).
Field Specific Competence
1) To be able to organize ideas and projects in written, verbal or other forms in an effective and persuasive way by working in a creative, flexible and independent manner on self-disciplined and self-created lines.
Competence to Work Independently and Take Responsibility
1) Developing management and leadership skills, effectively manage time and resourcesbe and able to lead in environments that require solving problems related to advertising and public relations. To be able to create communication strategy in all kinds of fields and to be able to develop new strategic approaches by taking initiative in the face of problems and to take responsibility and produce solutions.

Lesson Plan

Week	Subject	Related Preparation
1)	What is marketing?
2)	What is marketing communication?
3)	What is integrated marketing communication?
4)	Integrated marketing communications philosophy.
5)	Marketing mix.
6)	Integrated marketing communication applications in the world.
7)	Midterm.
8)	Personal selling.
9)	advertisement.
10)	Public Relations.
11)	Event marketing.
12)	Promotion.
13)	Sponsorship, Social responsibility.
14)	CRM and integrated marketing communications activities practices in Turkey.

Sources

Course Notes / Textbooks:

Batı, U. (2013). Marka Yönetimi. Alfa Yayınları, İstanbul. (Ulusal Yayınevinde Basılan Tek Yazarlı Kitap)

References:

Batı, U. (2015). Tüketici Davranışları. Alfa Yayınları, İstanbul. (Ulusal Yayınevinde Basılan Tek Yazarlı Kitap)
Batı, U. (2011). Markethink ya da Farkethink. RYD/İyi Yayınları, İstanbul. (Ulusal Yayınevinde Basılan Tek Yazarlı Kitap)
Yamamoto, Gonca Telli. Bütünleşik Pazarlama, İstanbul: MediaCat Yay., 2003. Erdem, Ayhan. Tüketici Odaklı Bütünleşik Pazarlama İletişimi, Ankara:Nobel Yay.,2006.

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) Sufficient knowledge in mathematics, science and engineering related to their branches; and the ability to apply theoretical and practical knowledge in these areas to model and solve engineering problems.
2) The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose.
3) The ability to design a complex system, process, device or product under realistic constraints and conditions to meet specific requirements; the ability to apply modern design methods for this purpose. (Realistic constraints and conditions include such issues as economy, environmental issues, sustainability, manufacturability, ethics, health, safety, social and political issues, according to the nature of design.)
4) Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively.
5) Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics.
6) The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill.
7) Effective communication skills in Turkish oral and written communication; at least one foreign language knowledge; ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions.
8) Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal.
9) Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications.
10) Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development.
11) Information about the universal and social health, environmental and safety effects of engineering applications and the ways in which contemporary problems are reflected in the engineering field; awareness of the legal consequences of engineering solutions.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Sufficient knowledge in mathematics, science and engineering related to their branches; and the ability to apply theoretical and practical knowledge in these areas to model and solve engineering problems.
2)	The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose.
3)	The ability to design a complex system, process, device or product under realistic constraints and conditions to meet specific requirements; the ability to apply modern design methods for this purpose. (Realistic constraints and conditions include such issues as economy, environmental issues, sustainability, manufacturability, ethics, health, safety, social and political issues, according to the nature of design.)
4)	Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively.
5)	Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics.
6)	The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill.
7)	Effective communication skills in Turkish oral and written communication; at least one foreign language knowledge; ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions.
8)	Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal.
9)	Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications.
10)	Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development.
11)	Information about the universal and social health, environmental and safety effects of engineering applications and the ways in which contemporary problems are reflected in the engineering field; awareness of the legal consequences of engineering solutions.

Learning Activity and Teaching Methods

Expression
Individual study and homework
Lesson
Reading
Homework
Report Writing
Q&A / Discussion
Case Study

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Individual Project
Presentation
Reporting
Case study presentation

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 40
Final	1	% 60
total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	14	42
Study Hours Out of Class	16	64
Midterms	1	3
Final	1	3
Total Workload		112