HRE201 Marketing CommunicationsIstanbul Okan UniversityDegree Programs Geomatic EngineeringGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Geomatic Engineering
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

General course introduction information

Course Code: HRE201
Course Name: Marketing Communications
Course Semester: Spring
Course Credits:
Theoretical Practical Credit ECTS
3 0 3 6
Language of instruction: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: University Elective
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 : Assoc. Prof. ZEYNEP GENEL
Course Lecturer(s):
Course Assistants:

Course Objective and Content

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.

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
2 - Skills
Cognitive - Practical
1) Defines marketing communication and its components. Describes the significance of marketing communication for both organizations and consumers.
2) Explains demographic and pyshcograpic indicators. Recognizes and evaluates communication goals.
3 - Competences
Communication and Social Competence
Learning Competence
1) Observing example cases and detecting required steps.
2) Recognizes the stages of a marketing communication plan. Identifies target audience segmentation and necessary analysis stages. Recognizes and analyzes integrated marketing communication tools.
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

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

Sources

Course Notes / Textbooks: Clow, K.E., Baack, D. (2020). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi, Nobel
References: Clow, K.E., Baack, D. (2020). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi, Nobel
Percy, L. (2023). Strategic Integrated Marketing Communications, Taylor & Francis.

Course-Program Learning Outcome Relationship

Learning Outcomes

2

5

3

4

Program Outcomes
1) Awareness of professional and ethical responsibility.
2) Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
3) Ability to communicate effectively i Turkish, both orally and in writing; knowledge of a minimum of one foreign language.
4) Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development.
5) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety isuues, and social and political issues according to the nature of the design.)
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to devise, select, and use modern techniques and tools needed for engineering practice; ability to employ information technologies effectively.
8) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
9) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.
10) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
11) Ability to design and conduct experiments, gather data, analyse and interpret results for investigating engineering problems.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Awareness of professional and ethical responsibility.
2) Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
3) Ability to communicate effectively i Turkish, both orally and in writing; knowledge of a minimum of one foreign language.
4) Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development.
5) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety isuues, and social and political issues according to the nature of the design.)
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to devise, select, and use modern techniques and tools needed for engineering practice; ability to employ information technologies effectively.
8) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
9) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.
10) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
11) Ability to design and conduct experiments, gather data, analyse and interpret results for investigating engineering problems.

Learning Activity and Teaching Methods

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Oral Examination
Homework
Group project
Presentation
Bilgisayar Destekli Sunum
Case study presentation

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Application 1 % 0
Presentation 1 % 10
Midterms 1 % 30
Final 1 % 50
Paper Submission 1 % 10
total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
total % 100

Workload and ECTS Credit Grading

Activities Number of Activities Duration (Hours) Workload
Course Hours 1 50 50
Presentations / Seminar 1 10 10
Homework Assignments 1 30 30
Quizzes 1 10 10
Midterms 1 20 20
Paper Submission 1 5 5
Final 1 20 20
Total Workload 145