COURSE UNIT TITLE

: INTEGRATED MARKETING COMMUNICATIONS

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
TUI 6041 INTEGRATED MARKETING COMMUNICATIONS ELECTIVE 3 0 0 5

Offered By

Tourism Management

Level of Course Unit

Third Cycle Programmes (Doctorate Degree)

Course Coordinator

ASSOCIATE PROFESSOR BURCU SELIN YILMAZ

Offered to

Tourism Management

Course Objective

The objective of this course is to explain integrated marketing communications as a strategy to develop successful relations with customers and other stakeholders as well as factors affecting analysis, design and implementation of integrated marketing communication strategies.

Learning Outcomes of the Course Unit

1   To be able to grasp the concept of integrated marketing communications.
2   To be able to discuss, planning and application of integrated marketing communications.
3   To be able to evaluate customer relations approach in modern marketing by analyzing the developments in marketing communications.
4   To be able to examine innovations in marketing communication brought by the developments in internet technologies.
5   . To be able to analyze communication mix components, and evaluate the applications of integrated marketing communications.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to Integrated Marketing Communications
2 Source and Development of Integrated Marketing Communications
3 Communication Theories
4 Advertising and Public Relations
5 Personal Selling
6 Direct Marketing
7 Integrated Marketing Communications and Social Media
8 Midterm Exam
9 Integrated Marketing Communications Planning
10 Integrated Marketing Communications Planning Development
11 Ethics and Social Responsibility in Integrated Marketing Communications
12 Image and Brand Management
13 Presentations, Case Analysis and Discussions
14 Presentations, Case Analysis and Discussions

Recomended or Required Reading

Izzet Bozkurt (2006). Bütünleşik Pazarlama Iletişimi, MediaCat Kitapları.
Supplementary Book(s):
Mehmet Serdar Erciş (2010). Pazarlama Iletişiminde Temel Yaklaşımlar, Nobel Yayın Dağıtım.
Mehmet Serdar Erciş (2011). Pazarlama Iletişimi Kavramları, Nobel Yayın Dağıtım.
Ebru Uzunoğlu, Ferah Onat, Özlem Aşman Alikılıç , Sinem Yeygel Çakır (2009). Internet Çağında Kurumsal Iletişim, Say Yayınları.
Belma Güneri Fırlar, Ferah Onat, Idil Sayımer, Müge Elden, Özlem Aşman Alikılıç (2010). Teknolojinin Pazarlama Iletişimine Etkileri, Nobel Yayın Dağıtım.
Don Schultz and Heidi Schultz (2003). IMC The Next Generation, McGraw Hill.
Yavuz Odabaşı ve Mine Oyman (2002). Pazarlama Iletişimi Yönetimi, MediaCat Kitapları.
Yavuz Odabaşı ve Gülfidan Barış (2011). Tüketici Davranışı, MediaCat Kitapları.
References:
Materials:
Articles and related documents

Planned Learning Activities and Teaching Methods

Lectures, in-class discussions, article evaluations, case studies, homeworks

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40

Further Notes About Assessment Methods

To be announced soon.

Assessment Criteria

Midterm Exam: Students' perception and assessment levels of described and discussed concepts during the course will be measured.
Paper and Presentations: The discussion of the concepts examined within the context of the lesson, establishing a connection between these concepts, making inferences about the connections between concepts, identifying problems and bringing solutions and transfer of the ideas properly as a whole will be evaluated.
Final Exam: Students' internalization level of the concepts discussed during the course, to propose solutions to the problems related to the subject, students' analyze levels of the relationships, conections and causality between concepts will be measured.

Language of Instruction

Turkish

Course Policies and Rules

1. It is obligatory to attend at least 70% of the classes.
2. Violations of Plagiarism of any kind will result in disciplinary steps being taken.
3. Follow appropriate business etiquette regarding cell phones.
4. Home-works and presentations should be prepared based on the format given in the beginning of the semester.

Contact Details for the Lecturer(s)

Assoc. Prof. Dr. Burcu Selin Yılmaz
E-mail: selin.yilmaz@deu.edu.tr

Office Hours

To be announced soon.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparation for midterm exam 1 12 12
Preparation for final exam 1 12 12
Preparing assignments 1 20 20
Preparing presentations 1 4 4
Weekly Homeworks 4 3 12
Preparations before/after weekly lectures 13 2 26
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 129

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9
LO.145
LO.25555
LO.344
LO.44
LO.554

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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