| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İDR506 | Bütünleşik Pazarlama İletişimi | Elective | 1 | 2 | 6 |
|
| Level of Course Unit |
| Third Cycle |
| Objectives of the Course |
| The aim of this course is to enable students to perceive marketing actions as a total business philosophy and to guide them in developing marketing-based decisions and approaches within an integrity of action by revealing the importance of marketing actions for other units of the business. |
| Name of Lecturer(s) |
| Doç. Dr. Üyesi Yusuf Bilgin |
| Learning Outcomes |
| 1 | To have knowledge about marketing concept, | | 2 | Understanding that marketing must have an integrated operation, | | 3 | Understand the critical points of creating an integrated marketing plan, | | 4 | To have knowledge about the functional balance of brand and campaign management in marketing, | | 5 | To have knowledge about traditional marketing channels and new marketing trends and practices, |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Marketing, marketing concept, marketing mix components, people, process and physical evidence in marketing, promotional mix, brand management and digital and traditional marketing tools |
| Weekly Detailed Course Contents |
|
| 1 | Evolution of marketing concept | | | | 2 | Consumer purchasing behavior | | | | 3 | Marketing mix components: product and distribution | | | | 4 | Marketing mix components: price and promotion | | | | 5 | Services marketing mix components: People, process and physical evidence | | | | 6 | Integrated marketing communications planning process | | | | 7 | Advertising and campaign management | | | | 8 | Midterm exam week | | | | 9 | Traditional media channels | | | | 10 | Digital and alternative marketing | | | | 11 | Database, direct response marketing and personal selling | | | | 12 | Sales promotions | | | | 13 | Public relations and sponsorship programs | | | | 14 | Integrated marketing actions and ethics | | | | 15 | Evaluation and discussions | | | | 16 | Final Exam | | |
|
| Recommended or Required Reading |
| Pazarlama Teorisi Gelişimi ve Değişimi, Jagdish N. Sheth, Morgan Gadner, Beta yayınları
Pazarlama Teorileri, Mehmet İsmail Yağcı ve Serap Çabuk, Media Cat, İstanbul, 2015
Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory, Shelby D. Hunt, Amazon.com
Pazarlama Teorisi’nin Felsefi Temelleri: Değişim mi, İlişki mi?* (Makale) Zafer Erdoğan ve diğ., 2011.
Kırık Camlar Teorisi, Pazarlama ve Emenike, (Okuma metni) |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 35 | | End Of Term (or Year) Learning Activities | 65 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 10 | 10 |
| Final Examination | 1 | 10 | 10 |
| Attending Lectures | 14 | 3 | 42 |
| Self Study | 14 | 6 | 84 |
| Homework | 8 | 3 | 24 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 5 | 4 | 3 | 5 | 5 | 4 | | LO2 | 1 | 3 | 4 | 3 | 1 | 2 | | LO3 | 3 | 2 | 3 | 3 | 5 | 4 | | LO4 | 4 | 2 | 3 | 3 | 2 | 2 | | LO5 | 2 | 5 | 4 | 3 | 2 | 4 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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