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Course Information

Course Name
Turkish Bütünleşik Pazarlama İletişimi
English Integrated Marketing Communic.
Course Code
ISS 532E Credit Lecture
(hour/week)
Recitation
(hour/week)
Laboratory
(hour/week)
Semester -
3 3 - -
Course Language English
Course Coordinator Ayşe Banu Elmadağ Baş
Course Objectives 1. The student taking this course will determine the role of the promotional mix in the development of strategic/ tactical marketing plans so as to understand how the marketing communication process influences consumer decision making.
2. To be at the forefront of the important IMC movement that looks forward to an integrated brand experience on the part of the customer.
3. To understand different tool marketing communication professionals in any market use.
4. To apply integrated marketing communication concepts to several business situations.
5. To produce creative work by developing their own marketing communications plans.
Course Description In this course, the role of marketing communication in marketing management is stressed and local and international applications are overviewed. Various communication techniques from a consumer behaviour perspective are taught. Furthermore, decision making in marketing communication, creativity, campaign design and budgeting as well as communication effectiveness measurement methods are covered. Additionally this course helps to develop an understanding of the role of advertising and promotion within the context of a balance of theoretical and practical perspectives through the integration of various concepts/theories and practical applications.
Course Outcomes Students who complete the course successfully will be able to:
I. To develop an understanding of the role of advertising and promotion within the context of a balance of theoretical and practical perspectives through the integration of various concepts/theories and practical applications.
II. To analyze the relationship of five elements of the promotional mix.
III. To develop and understanding of the overall marketing process and the role of the promotional mix in the marketing mix and strategy.
IV. To review alternative budgeting techniques used for allocating resources within the promotional mix.
V. To understand the planning, implementation, and evaluation process of marketing communications.
VI. To develop an understanding of the legal and social issues, the regulatory process, concerning the promotional mix.
VII. To determine the role of the promotional mix in the development of strategic/ tactical marketing plans so as to understand how the marketing communication process influences consumer decision making.
Pre-requisite(s)
Required Facilities
Other
Textbook Integrated Advertising, Promotion, and Marketing Communications, 5/e. Kenneth E. Clow • Donald Baack. 5th Ed. Pearson Education
Other References
 
 
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