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Course Code: 
PRP 201
Course Period: 
Autumn
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
4
Prerequisite Courses: 
Course Language: 
English
Courses given by: 
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 (7th 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

www.coadsys.yeditepe.edu.tr

Assignments

www.coadsys.yeditepe.edu.tr

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

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