New Media
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:

Department 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 :

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) 1. Acquainting oneself with technologic developments which have effect on new media area. 2. Gaining the theoretical infrastructure controling the influence flow within social media, society and digital culture. 3. Implementing digital communication on productive and strategic projects by using the right applications. 4. Wining theoretical and factual infrastructure to use data which can reach the right information in an ethical way.
2) 1.Designing, strategizing and managing related processes as an active actor of the new media at the center of all transformations and changes, especially production, marketing, journalism, social relations. 2.Being able to comprehend the interdisciplinary structure of the new media and the tendency to work with traditional media such as newspapers, radio and TV, and to produce interactive content in this direction. 3.Generating a new generation of news in the context of news gathering and writing transformations; to be a new media correspondent, editor or producer in newspapers, radio or TV institutions carrying publishing activities on the Internet and mobile media. 4.Designing, producing and implementing content for public and private organizations with disciplines as public relations, trade, advertising for effective reach to target audience, productivity and competitive advantage. 5. Solving the crisis based new media at the institutions and to produce parallel strategies to the new situation. 6.Portal management, learning and implementation of stages in web design areas.
3) 1.Entrepreneurship that to be able to present thoughts and creativity in all new media platforms like web, newspaper, blog, e-commerce. 2.Informative, entertaining content production based on social existence, sharing and interaction in social media. 3.To be able to perform the profession as a team member and fulfill the responsibilities, while remaining committed to ethical values. 4.Paying attention to the fair representation of the views of all parties within the framework of accountability, equal approach to the parties and not misleading.
4) 1. Comprehension of media literacy skills in the process of news gathering. 2. Learning how to effectively use and develop new media platforms. 3. Comprehension of conceptual connections between media and politics 4. To be able to understand and question the basic principles of mass communication and the place and importance of mass communication. 5. Developing a perspective of being able to analyze and tired of economic politics, social, political and cultural influences of mass communication.
5) 1. communicating with digital agencies about new media projects in order to be a part of the solution. 2. Sharing the solution suggestions on communication area using qualitative and quantitative research. 3. Organizing and implementing projects and events for one'ssocial environment using the digital communication formats in a creative way.
6) 1. Understanding the basic principles and doctrines of communication and foprming a point of view. 2. Understanding and evaluating theoritical approach on communication. 3. Comprehension of criticism on media theories. 4. In Turkey and in the world assessing industry 4.0 strategies, Making the analysis of the practices. 5. Solving possible crises in the institutions by evaluating all technological, political and economic developments that will affect the new media field and producing parallel strategies to the new situation

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	1. Acquainting oneself with technologic developments which have effect on new media area. 2. Gaining the theoretical infrastructure controling the influence flow within social media, society and digital culture. 3. Implementing digital communication on productive and strategic projects by using the right applications. 4. Wining theoretical and factual infrastructure to use data which can reach the right information in an ethical way.	3
2)	1.Designing, strategizing and managing related processes as an active actor of the new media at the center of all transformations and changes, especially production, marketing, journalism, social relations. 2.Being able to comprehend the interdisciplinary structure of the new media and the tendency to work with traditional media such as newspapers, radio and TV, and to produce interactive content in this direction. 3.Generating a new generation of news in the context of news gathering and writing transformations; to be a new media correspondent, editor or producer in newspapers, radio or TV institutions carrying publishing activities on the Internet and mobile media. 4.Designing, producing and implementing content for public and private organizations with disciplines as public relations, trade, advertising for effective reach to target audience, productivity and competitive advantage. 5. Solving the crisis based new media at the institutions and to produce parallel strategies to the new situation. 6.Portal management, learning and implementation of stages in web design areas.	4
3)	1.Entrepreneurship that to be able to present thoughts and creativity in all new media platforms like web, newspaper, blog, e-commerce. 2.Informative, entertaining content production based on social existence, sharing and interaction in social media. 3.To be able to perform the profession as a team member and fulfill the responsibilities, while remaining committed to ethical values. 4.Paying attention to the fair representation of the views of all parties within the framework of accountability, equal approach to the parties and not misleading.	3
4)	1. Comprehension of media literacy skills in the process of news gathering. 2. Learning how to effectively use and develop new media platforms. 3. Comprehension of conceptual connections between media and politics 4. To be able to understand and question the basic principles of mass communication and the place and importance of mass communication. 5. Developing a perspective of being able to analyze and tired of economic politics, social, political and cultural influences of mass communication.	5
5)	1. communicating with digital agencies about new media projects in order to be a part of the solution. 2. Sharing the solution suggestions on communication area using qualitative and quantitative research. 3. Organizing and implementing projects and events for one'ssocial environment using the digital communication formats in a creative way.	4
6)	1. Understanding the basic principles and doctrines of communication and foprming a point of view. 2. Understanding and evaluating theoritical approach on communication. 3. Comprehension of criticism on media theories. 4. In Turkey and in the world assessing industry 4.0 strategies, Making the analysis of the practices. 5. Solving possible crises in the institutions by evaluating all technological, political and economic developments that will affect the new media field and producing parallel strategies to the new situation	3

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