Prerequisite Courses:
Course Language:
English
Course Coordinator:
Courses given by:
Course Objectives:
The aim of this course is to help students understand the importance of integrating all advertising and marketing communications and how they are produced and transmitted.
Course Content:
The course covers the following topics: integrated marketing communications, IMC advertising tools, IMC promotional tools, advertising design, sales promotions and IMC planning process
Course Methodology:
1-Lecture 2- Interactive Lecture 12- Group work 16- Oral Exam
Course Evaluation Methods:
A Exam B- Oral Exam / Presentation E- Project / Design
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
|
1) Defines integrated advertising and marketing communications
|
1,2,3,4,5,6,9,10 | 1,2,16 | A,B,C |
| 2) Defines integrated marketing communications promotional tools | 1,2,4,5,6,10 | 1,2,16 | A,B,C |
| 3) Understands advertising campaign management | 1,2,4,5,6,10 | 1,2,12,16 | A,B,C |
| 4) Defines IMC and advertising tools | 1,2,4,5,6,10 | 1,2,12,16 | A,B,C |
|
5) Develops an Integrated Advertising and
Marketing Communications campaign |
1,2,4,5,6,7,8,9,10 | 1,2,12,16 | A,B,C |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction | |
| 2 | The Integrated Marketing Communications Foundation | Chapter 1 |
| 3 | Brand management- buyer behaviours | Chapter 2-3 |
| 4 | IMC advertising tools | Chapter 5-6-7 |
| 5 | IMC promotional tools | Chapter 11 |
| 6 | Advertising design | Chapter 11 |
| 7 | Midterm | |
| 8 | Sales promotions | Chapter 12 |
| 9 |
Integrated Advertising and
Marketing Communications |
|
| 10 |
Integrated Advertising and
Marketing Communications |
|
| 11 |
Integrated Advertising and
Marketing Communications |
|
| 12 | Project Presentations | |
| 13 | Project Presentations | |
| 14 | Project Presentations | |
| 15 | Evaluation | |
| 16 | FINAL EXAM | |
Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook |
Clow, K. E., & Baack, D. (2004). Integrated advertising, promotion & marketing communications. Upper Saddle River, N.J: Pearson Prentice Hall.
|
| Additional Resources | |
Material Sharing
| MATERIAL SHARING | |
| Documents | |
| Assignments | Group project |
| Exams | Midterm and Final |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-term | 1 | 40 |
| Project | 1 | 30 |
| Presentation | 1 | 30 |
| Total | 100 | |
| Contribution of Final Examination to Overall Grade | 60 | |
| Contribution of In-Term Studies to Overall Grade | 40 | |
| Total | 100 | |
| COURSE CATEGORY | Field Course |
Course’s Contribution to Program
| COURSE CONTRIBUTION TO PROGRAM | ||||||
| No | Program Learning Outcomes | Contribution | ||||
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences | x | ||||
| 2 | Students design advertisements suitable for both traditional and digital media. | x | ||||
| 3 | Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives. | x | ||||
| 4 | Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards. | x | ||||
| 5 | Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes. | x | ||||
| 6 | Students create and lead media strategies in the field of advertising. | x | ||||
| 7 | Students abide by universal values, law and ethical principles. | x | ||||
| 8 | Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members. | x | ||||
| 9 | Students adopt the critical approach in evaluating knowledge and skills related to the field. | x | ||||
| 10 | Students demonstrate knowledge and understanding of the concepts and models related to the field. | x | ||||
ECTS
| ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION | |||
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration | 14 | 3 | 42 |
| Hours for off-the-classroom study (Pre-study, practice) | 15 | 3 | 45 |
| Mid-term | 1 | 3 | 3 |
| Project and presentation of the project | 1 | 10 | 10 |
| Final | 1 | 3 | 3 |
| Total Work Load | 103 | ||
| Total Work Load / 25 (h) | 4,12 | ||
| ECTS Credit of the Course | 4 | ||
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