Industrial Engineering (English) | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | YMD211 | ||||||||
Course Name: | Integrated Marketing Communication | ||||||||
Course Semester: | Fall | ||||||||
Course Credits: |
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Language of instruction: | TR | ||||||||
Course Requisites: | |||||||||
Does the Course Require Work Experience?: | No | ||||||||
Type of course: | Compulsory | ||||||||
Course Level: |
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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 |
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Course Assistants: |
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. |
The students who have succeeded in this course;
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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. |
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. |
Learning Outcomes | 1 |
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6 |
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Program Outcomes | ||||||||||
1) 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. | ||||||||||
2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose. | ||||||||||
3) 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 issues, and social and political issues according to the nature of the design.) | ||||||||||
4) Ability to devise, select, and use modern techniques and tools needed for engineering practice; ability to employ information technologies effectively. | ||||||||||
5) Ability to design and conduct experiments, gather data, analyse and interpret results for investigating engineering problems. | ||||||||||
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually. | ||||||||||
7) Ability to communicate effectively i Turkish, both orally and in writing; knowledge of a minimum of one foreign language. | ||||||||||
8) 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. | ||||||||||
9) Awareness of professional and ethical responsibility. | ||||||||||
10) Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development. | ||||||||||
11) 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. |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | 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. | |
2) | Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose. | |
3) | 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 issues, and social and political issues according to the nature of the design.) | |
4) | Ability to devise, select, and use modern techniques and tools needed for engineering practice; ability to employ information technologies effectively. | |
5) | Ability to design and conduct experiments, gather data, analyse and interpret results for investigating engineering problems. | |
6) | Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually. | |
7) | Ability to communicate effectively i Turkish, both orally and in writing; knowledge of a minimum of one foreign language. | |
8) | 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. | |
9) | Awareness of professional and ethical responsibility. | |
10) | Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development. | |
11) | 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. |
Expression | |
Individual study and homework | |
Lesson | |
Reading | |
Homework | |
Report Writing | |
Q&A / Discussion | |
Case Study |
Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
Homework | |
Individual Project | |
Presentation | |
Reporting | |
Case study presentation |
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 |
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 |