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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS SEC 3022 MARKETING COMMUNICATION ELECTIVE 3 0 0 5

Offered By

Tourism Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR OSMAN AVŞAR KURGUN

Offered to

Tourism Management

Course Objective

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

Learning Outcomes of the Course Unit

1   To be able to grasp the concept of marketing communications. 2   To be able to discuss, planning and application of 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 information technologies. 5   To be able to analyze communication mix components, and evaluate the applications of 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 Marketing Communications 2 Integrated Marketing Communications 3 Promotion Mix Applications- Advertising 4 Promotion Mix Applications- Public Relations 5 Promotion Mix Applications- Personal Selling 6 Promotion Mix Applications- Sales Promotion 7 Marketing Mix Elements and Marketing Communications 8 Midterm Exam 9 Midterm Exam 10 Other Marketing Communication Components - Direct Marketing and Internet Marketing 11 Other Marketing Communication Components Sponsorship and Brand Management 12 Other Marketing Communication Components Cause Related Marketing, Trade Fairs and Exhibitions 13 Marketing Communications Planning 14 Organization of Marketing Communications Operations 15 Final Exam 16 Final Exam

Recomended or Required Reading

Yavuz Odabaşı, Mine Oyman, Pazarlama Iletişimi Yönetimi, Kapital Medya Hizmetleri A.Ş., 2002

Planned Learning Activities and Teaching Methods

Lectures and case studies

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 FIN FINAL EXAM 3 FCGR FINAL COURSE GRADE MTE*0.40+FIN * 0.60 4 RST RESIT 5 FCG FINAL COURSE GRADE MTE*0.40+RST * 0.60

Further Notes About Assessment Methods

None

Assessment Criteria

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 12 4 48 Preparations before/after weekly lectures 12 4 48 Preparation for midterm exam 1 8 8 Preparation for final exam 1 8 8 Preparing assignments 1 4 4 Preparing presentations 1 4 4 Midterm 1 2 2 Final 1 2 2 TOTAL WORKLOAD (hours) 124

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 PO.12 LO.1 5 5 LO.2 5 5 LO.3 LO.4 5 LO.5 5