FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 230 | Course Introduction and Application Information
| Course Name |
Marketing Communications
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 230
|
Fall
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | face to face | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ALecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Aim of this course is to provide the basic marketing communications knowledge that is required for developing communication strategies in order to position a client or a corporation and to let the students obtain the necessary academic framework and application experience. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | In this course, marketing communication will be discussed in detail with its theoretical and practical aspects. Within the scope of the course, marketing communication, integrated marketing communication and its role in the marketing process, the integrated marketing communication plan, the elements of the marketing communication mix, advertising, public relations, sales promotion, personal selling and direct marketing concepts, basic contents and applications will be examined. |
|
|
Core Courses |
X
|
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction | |
| 2 | What is marketing? Brand, positioning, communication, marketing communications, and integrated marketing communications | David Aaker Building Strong Brands, Jack Trout, Positioning, Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 1-66. |
| 3 | What is marketing? Brand, positioning, communication, marketing communications, and integrated marketing communications | David Aaker Building Strong Brands, Jack Trout, Positioning, Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 1-66. |
| 4 | Advertising | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 69-126. |
| 5 | Advertising and Types of Media | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 69-126. Moriarty, Mitchell, Wells Advertising and IMC, Principles and Practice 9th ed. (Pearson-Prentice Hall, 2012 ): 380-445. |
| 6 | Public Relations | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 129-159. |
| 7 | Midterm | |
| 8 | Sales Promotion | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 253-285. |
| 9 | Direct Marketing | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 204-232. |
| 10 | Personal Selling | Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 253-285. |
| 11 | Events, Exhibitions, and Experiences | Hede, A. and Kellett, P. (2011), "Marketing communications for special events", European Journal of Marketing, Vol. 45 No. 6, pp. 987-1004. Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 186-201. |
| 12 | Sponsorships | Sneath, J. Z., Finney, R. Z., & Close, A. G. (2005). An IMC approach to event marketing: The effects of sponsorship and experience on customer attitudes. Journal of Advertising Research, 45(4), 373-381. |
| 13 | Integrated Marketing Communications Plan | Pickton, D. and Broderick, A. (2004). Integrated Marketing Communications, Pearson Education, ISBN-10 : 0273676458 ISBN-13 : 978-0273676454, pp.2 - 41. |
| 14 | Integrated Marketing Communications Plan and Examples | Pickton, D. and Broderick, A. (2004). Integrated Marketing Communications, Pearson Education, ISBN-10 : 0273676458 ISBN-13 : 978-0273676454, pp.2 - 41 |
| 15 | Review of the Semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | Building Strong Brands David A. Aaker, ISBN 10: 1849830401 / ISBN 13: 9781849830409 Positioning Jack Trout & Al Ries; ISBN-10: 0071373586; ISBN-13: 978-0071373586 Essentials of Marketing Communications, Jim Blythe, (Pearson-Prentice Hall, 2006; ISBN: 9780273702054 Integrated Marketing Communications, David Pickton, Amanda Broderick, (Financial Times- Prentice Hall: Essex); ISBN 9780273676454 |
| Suggested Readings/Materials | Advertising and IMC, Principles and Practice 9th ed. Sandra Moriarty; Nancy Mitchell; William D. Wellss (Pearson-Prentice Hall, 2012ISBN 9780134480435 |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury | ||
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
30
|
| Final Exam |
1
|
40
|
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
60
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
12
|
1
|
12
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
15
|
15
|
| Presentation / Jury |
0
|
||
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
30
|
30
|
| Final Exam |
1
|
45
|
45
|
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field. |
X | ||||
| 2 | To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods. |
X | ||||
| 3 | To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice. |
|||||
| 4 | To be able to use analytical thinking skills in the field of Public Relations and Advertising. |
X | ||||
| 5 | To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders. |
|||||
| 6 | To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field. |
|||||
| 7 | To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems. |
|||||
| 8 | To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise. |
X | ||||
| 9 | To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes. |
|||||
| 10 | To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising. |
|||||
| 11 | To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1) |
|||||
| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
|||||
| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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