| 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) |
explain the essential body of knowledge in the area of international trade, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models. |
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| 2) |
employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions. |
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| 3) |
integrate the theories of international trade with the real life functions in changing global business world and interpret the major recent developments in the world trading system and also be able to evaluate interaction between economic development and foreign trade. |
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| 4) |
have the vision of international business and trade system, and also have knowledge of the logistics management associated with foreign trade and also explain foreign trade financing products and services that are issue of foreign trade, insurance and risks |
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| 5) |
discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures. |
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| 6) |
define the features and property of products and services that are the subjects of foreign trade, quality and standards in national and international level. |
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| 7) |
communicate in written and oral English with people from diverse backgrounds, and have the English proficiency to follow and interpret the global dynamics in the areas of international trade |
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| 8) |
recognize the major instruments of trade policy such as tariffs, non-tariff barriers, state aids, international agreements, international organizations and institutions, e-trade, and their effects on foreign trade policy. |
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| 9) |
identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society
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ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
