| Course Objectives: |
The aim of this course is to help students understand modern marketing communication processes from an integrated perspective. The course covers how different marketing communication tools (advertising, public relations, direct marketing, digital marketing, sales promotions, event management, etc.) are strategically combined |
| Course Content: |
The Integrated Marketing Communication course examines the fundamental components of marketing communication and its transformation within today's digital ecosystem. The course covers contemporary approaches to the marketing mix and integrated marketing communication strategies, understanding the integration of target audience analysis and segmentation in marketing communication, developing a strategic marketing communication plan aligned with communication objectives, integrating different marketing communication methods, interaction with technology and the impact of digitalization on the business world, utilization of digital and mobile platforms, designing communication campaigns at the point of purchase, the use of artificial intelligence strategies in integrated marketing communication, and ethical and legal regulations in marketing communication. |
| Week |
Subject |
Related Preparation |
| 1) |
• Below the course content.
• Explains the concept of marketing and its components.
• Explain consumer-centered marketing mix approaches.
• Explains the understanding of production, product and sales in marketing.
• Opens an integrated marketing approach. |
The course content and the review of the book |
| 2) |
• Lists information technologies used in the development of marketing.
• Explains the changes created by information technologies in the development of marketing.
• Explains new marketing approaches emerging with information technologies.
• Defines new applications emerging with information technologies.
• Compares modern marketing and traditional marketing. |
Initiation of final project work
Reading related lecture notes |
| 3) |
• Describes the effects of developments in information technologies on marketing.
• Describes and plans marketing methods on the internet.
• Evaluates the effective use of databases in marketing.
• Explains the ways of developing databases based strategy in marketing.
• Explain the importance of using databases in terms of competition. |
Initiation of final project work
Reading related lecture notes |
| 4) |
• Explains the contributions of the internet environment for effective brand communication.
• Explains and compares marketing with web 1.0 size and web 2.0 size.
• Evaluates the change in consumer behavior that occurs with Web 2.0.
• Defines the tools and platforms of the Web 2.0 environment in terms of their features.
• Evaluates the tools and platforms of the Web 2.0 environment in terms of affecting consumer behavior. |
Continuation of final project work
Evaluation of samples
Reading related lecture notes |
| 5) |
• Explain social media marketing.
• Plans methods in social media marketing.
• Develops strategy for social media marketing.
• Describes the application methods of emerging methods with social media marketing.
• Evaluates social media marketing activities. |
Continuation of final project work
Reading related lecture notes |
| 6) |
• Describes marketing activities in popular social media tools.
• Evaluates marketing activities in social media tools.
• Explain how to use social networks in marketing effectively.
• Evaluates corporate practices in social networks in terms of their effects on marketing.
• Explains planning product oriented and institutional oriented branding studies on social media. |
Continuation of final project work
Reading related lecture notes |
| 7) |
• MIDTERM
• Explain the benefits of using databases and data for marketing purposes to businesses.
• Defines the communicative features of social media in terms of marketing.
• Evaluates a transformation in marketing methods, with consumers shifting to social networks and less reliance on traditional channels.
• Defines the difference of social media marketing from traditional marketing. |
Continuation of final project work
Reading related lecture notes |
| 8) |
• Explains the place of blogs in marketing communication.
• Explains blog types.
• Explains the main features and benefits of blogs for blog owners.
• Explains the ways organizations are communicating with blog owners.
• Describes the ways of using corporate blogs for marketing and public relations. |
Continuation of final project work
Reading related lecture notes |
| 9) |
• Defines the microblog.
• Explains the place and function of microblogs in marketing communication.
• Describes the benefit of institutions without microblogging.
• Analyze the relationship between microblogging and consumer behavior.
• Explains how to use microblogs to form a marketing strategy. |
Continuation of final project work
Reading related lecture notes |
| 10) |
• Explains the marketing purposes of "YouTube" and "Flickr" media sharing sites.
• Explains the purpose and methods of using podcasts in marketing.
• Explain the marketing methods of podcasts.
• Explains podcast usage ways in B2B communication.
• Explains the various uses of podcasts. |
Continuation of final project work
Reading related lecture notes |
| 11) |
• Explains the concept of mobile marketing.
• Explain mobile marketing strategies.
• Describes the development process of mobile marketing in the world.
Lists the objectives of mobile marketing.
• Describes new marketing fictions born with mobile technologies. |
Continuation of final project work
Writing an essay on the issues raised in the classroom |
| 12) |
• MIDTERM EXAM 2
• Explains the purpose and methods of using blogs in marketing communication.
• Explains the purpose and method of using microblogs in marketing communication.
• Explains the purpose and method of use of media sharing sites in marketing communication.
• Evaluates mobile marketing strategies. |
Investigate case studies with related topics to discuss the class. |
| 13) |
• Defines the concept of social marketing.
• Defines green marketing.
• Explains communication practices for green marketing.
• Defines guerrilla marketing.
• Explains the communication methods used in guerrilla marketing. |
Evaluation of samples.
Classroom discussion. |
| 14) |
• Explain the concept of interactive marketing.
• Describes the applications within the scope of interactive marketing.
• Explain the concept of word of mouth marketing.
• Explains word of mouth marketing practices.
• Compares current marketing trends. |
Evaluation of samples.
Classroom discussion. |
| 15) |
• Final Project.
• Final Presentation.
• Describes the communication practices carried out under various marketing trends.
• Evaluates the effects of communication practices carried out under various marketing trends.
• Compares marketing trends. |
Student presentations
Examination and evaluation of samples
Classroom discussion. |
| 16) |
End of semester |
End of semester |
| |
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. |
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| 2) |
The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose. |
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| 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.) |
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| 4) |
Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively. |
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| 5) |
Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics. |
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| 6) |
The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill. |
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| 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. |
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| 8) |
Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal. |
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| 9) |
Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications. |
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| 10) |
Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development. |
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| 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. |
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ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
