PRA 230 | Course Introduction and Application Information - Department of Public Relations and Advertising

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	Discussion Case Study Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Prof. Dr. Sema MİSÇİ KİP
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;

Explains marketing communications (marcom) studies theoretically and practically.
Explains the elements of marketing communications mix (advertising, public relations, sales promotion, direct marketing, personal selling)
Explains the relations between marcom elements
Explains how marcom mix elements create synergy when integrated.
Assess the originality and creativity of the marcom projects

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.

Course Category	Core Courses	X
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation	Learning Outcome
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	Sales Promotion	Jim Blythe, Essentials of Marketing Communications, (Pearson-Prentice Hall, 2006): 253-285.
8	Midterm	-
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

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments	1	20
Presentation / Jury
Project
Seminar / Workshop	1	20
Oral Exams
Midterm	1	20
Final Exam	1	30
Total

Weighting of Semester Activities on the Final Grade	4	70
Weighting of End-of-Semester Activities on the Final Grade	1	30
Total

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	1	15	15
Oral Exam			0
Midterms	1	25	25
Final Exam	1	35	35
		Total	150

#	PC Sub	Program Competencies/Outcomes	* Contribution Level
#	PC Sub	Program Competencies/Outcomes	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.		-	-	-	-	-
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.		-	X	-	-	-
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.		-	-	-	-	-