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 Discussion
Case Study
Q&A
Lecture / 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;
  • 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

 

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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