Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
11320203E11813MARKETING COMMUNICATIONSElective355
Level of Course Unit
First Cycle
Objectives of the Course
to examine the nature of integrated advertising and marketing communications programm. to understand how communication process works, to learn marketing communication mix, to analyse the major steps in developing an integrated marketing communications programme, to examine integrated marketing communications strategies.
Name of Lecturer(s)
Res. Asst. Dr. Miray Baybars
Learning Outcomes
1To be able to have information regarding the nature of integrated marketing communications and related environmental factors
2To be able to explain the concepts and their relationship with each other in terms of brand management
3To be able to explain the relationship between buyer behavior and marketing communications and give examples
4To be able to explain the major concepts of marketing communications including the traditional and new media channels.
5
Mode of Delivery
Face to Face
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Course Contents
In the course, the discussions about integrated marketing communications concept, brand image and brand management, buyer behaviours, promotions analysis, traditional and alternative media channels are covered.
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Introduction to IMC
2Fundamentals of Integrated Marketing Communications
3Brand Management
4Buyer Behaviors
5The IMC Planning Process
6Advertising Campaign Management
7Advertising Campaign Design
8MIDTERM
9Traditional Media Channels
10Digital Marketing and Social Media
11Alternative Marketing
12Sales Promotions and Public Relations
13Presentations
14Presentations
15Presentations
16FINAL
Recommended or Required Reading
•Integrated Advertising, Promotion, and Marketing Communications 8/E, Kenneth E. CLOW & Donald BAACK, 2018, Prentice Hall
Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
Midterm Examination1100
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight
Final Sınavı1100
SUM100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
SUM100
Language of Instruction
English
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination122
Final Examination122
Attending Lectures16348
Practice10330
Project Preparation11010
Self Study10110
Individual Study for Mid term Examination10110
Individual Study for Final Examination20240
TOTAL WORKLOAD (hours)152
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
LO14 5     4 
LO25 53 5 34 
LO34 5 54554 
LO4          
LO5          
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: intrec@mail.ege.edu.tr