Integrated Marketing Communications

Course Code:

PRP 248

Course Period:

Autumn

Course Type:

Core

P:

3

Lab:

0

Credits:

3

ECTS:

4

Course Language:

English

Courses given by:

Nadirabegim ESKİÇORAPÇI

Course Objectives:

The aim of this course is to examine the scope and role of the marketing function with special emphasis on: a) The integration of marketing mix elements; namely, product, price, distribution channels and promotion b) The integration of promotional mix elements; namely, public relations, advertising, personal selling, and sales promotions The goal is to understand how marketing communications reaches and serves customers, and how it helps to shape consumer behavior.

Course Content:

Integrated Marketing Communications (PRP 201) is designed to provide students with a further understanding about the components and considerations involved in marketing communication strategy decisions. Focusing on the theories, concepts, and applications of integrated marketing communications, the course covers the elements of advertising, sales promotion, public relations, publicity, personal selling, direct marketing, and interactive marketing.

Course Methodology:

1: Lecture; 2: Interactive Lecture; 6: Case Study; 15: Assignment

Course Evaluation Methods:

A: Exam; B: Oral Exam/ Presentation; C: Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Outcomes	Teaching Methods	Assessment Methods
1) Students become familiar with the marketing function in general.	1,2	1,2	A,B,C
2) Students learn specific strategies of managing products, prices, distribution challenges and marketing communication.	1,2,3,4,5,6,8,9,10	1,2,6,15	A,B,C
3) Students comprehend the need for integrating the above-mentioned strategies.	1,2,3,4,5,6,8,9,10	1,2,6,15	A,B,C

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Class introduction. Integrated Marketing Communications defined.	Belch, G. E. & Belch, M.A. (2007), chapter 1
2	The Role of IMC in the Marketing Process / Modern Marketing Approach	Belch, G. E. & Belch, M.A. (2007), chapter 2
3	Analyzing the Communication Process	Belch, G. E. & Belch, M.A. (2007), chapter 5
4	Source, Message and Channel Factors	Belch, G. E. & Belch, M.A. (2007), chapter 6
5	Creative Strategy: Planning, Development	Belch, G. E. & Belch, M.A. (2007), chapter 8
6	Creative Strategy: Implementation and Evaluation	Belch, G. E. & Belch, M.A. (2007), chapter 9
7	Direct Marketing Strategies	Belch, G. E. & Belch, M.A. (2007), chapter 14
8	Midterm
9	The Internet and Interactive Media	Belch, G. E. & Belch, M.A. (2007), chapter 15
10	Sales Promotion Strategies	Belch, G. E. & Belch, M.A. (2007), chapter 16
11	Public Relations, Publicity, and Corporate Advertising Strategies	Belch, G. E. & Belch, M.A. (2007), chapter 17
12	Personal Selling Strategies	Belch, G. E. & Belch, M.A. (2007), chapter 18
13	Measuring Promotion Effectiveness. International Advertising and Promotion.	Belch, G. E. & Belch, M.A. (2007), chapter 19-20
14	Group Presentations and Discussions
15	Group Presentations and Discussions
16	Final

Recommended Sources

RECOMMENDED SOURCES

Textbook

Belch, George E. & Belch, Michael A. (2007). Advertising and Promotion: An Integrated Marketing Communications Perspective (7^th ed.), USA: McGraw-Hill.

Additional Resources

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment, Journal of Marketing Communications, 15:2-3, 139-155.

Shavitt, S., Johnson, T. P., & Zhang, J. (2011) "Horizontal and Vertical Cultural Differences in the Content of Advertising appeals", Journal of International Consumer Marketing, 23:3-4, 297-310.

Salehzadeh, R., & Pool, K. J. (2017) Brand Attitude and Perceived Value and Purchase Intention toward Global Luxury Brands, Journal of International Consumer Marketing, 29:2, 74-8

Material Sharing

MATERIAL SHARING
Documents	https://yulearn.yeditepe.edu.tr/
Assignments
Exams	Midterm; Final

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-term	1	60
Attendance and Class Participation	1	10
Homework	1	30
Total	2	100
Contribution of Final Examination to Overall Grade	1	50
Contribution of In-Term Studies to Overall Grade	1	50
Totall	2	100

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	S/he has theoretical knowledge about the field of public relations				x
2	S/he knows the research methods and techniques that are related to the field of public relations.			x
3	S/he has knowledge and awareness about the interdisciplinary issues that are required by the field. S/he comprehends the relation of those issues with public relations.					x
4	S/he is able to make oral presentations in English about her/his field.					x
5	S/he has the digital competencies that are required by the field.			x
6	S/he has the ability of creative thinking that is required by the field of public relations.				x
7	S/he has the abilities of research, planning, implementation, measurement and assessment that are necessary for a successful public relations practice.				x
8	S/he evaluates and applies the knowledge and abilities she/he has acquired in her/his field to partner organizations in the sector through teamwork.			x
9	S/he is able to evaluate the knowledge and abilities she/he has acquired in her/his field from an analytical and critical perspective.	x
10	S/he has the awareness of practicing and developing the profession of public relations by adhering to ethical rules.			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
Homework	1	5	5
Mid-terms	1	2	2
Final examination	1	3	3
Total Work Load			97
Total Work Load / 25 (h)			3,88
ECTS Credit of the Course			4

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