COURSE UNIT TITLE

: MARKETING COMMUNICATION

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
SEC 3054 MARKETING COMMUNICATION ELECTIVE 3 0 0 5

Offered By

Tourism Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ILKAY TAŞ GÜRSOY

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 Midterm Exam
8 Midterm Exam
9 Marketing Mix Elements and Marketing Communications
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 DNC Dönemiçi Çalışma
2 VZ Arasınav
3 YVN Yaıryıliçi Notu DNC * 0.20 + VZ * 0.80
4 FN Yarıyılsonu Notu
5 BNS BNS YVN * 0.40 + FN * 0.60
6 BUT Bütünleme Notu
7 BBN Bütünleme Sonu Başarı Notu YVN * 0.40 + BUT * 0.60


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

1.Midterm Exam: Mid-term exam covers the topics examined in the course and weekly assignments (40%).
2.Final Exam: Final exam covers all subjects in the course content. Students are also responsible for the discussion, practice and case studies (60%).

Assessment Criteria

Exam papers will be evaluated regarding the level of understanding, as well as defining the causality between the basic concepts and issues of the lecture, ability of giving examples and analytical thought, and using relevant terminology.

Language of Instruction

English

Course Policies and Rules

1. It is obligatory to attend at least 70% of the classes
2. Plagiarism of any type will result in disciplinary action.
3. It is essential that students make use of the reading list
4. Students are expected to be involved in class discussions

Contact Details for the Lecturer(s)

erdem.aktas@deu.edu.tr

Office Hours

Wednesday / 10:00-12:00

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
Midterm 1 2 2
TOTAL WORKLOAD (hours) 124

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12
LO.155
LO.255
LO.35
LO.45
LO.55

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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