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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS IŞL 6121 MARKETING COMNUNICATIONS AND BRAND MANAGEMENT ELECTIVE 3 0 0 5

Offered By

Business Administration

Level of Course Unit

Third Cycle Programmes (Doctorate Degree)

Course Coordinator

PROFESSOR DOCTOR NIHAN ÖZGÜVEN TAYFUN

Offered to

Business Administration

Course Objective

To create an effective marketing communications on the target group, develop marketing communication design and create brand process management for taking advantage of market demand by promotional based firm behaviors.

Learning Outcomes of the Course Unit

1   To be able to understanding concepts related with marketing communications and brand management 2   To be able to design the elements of the marketing communication 3   To be able to create a strong brand building and management processes 4   To be able to Evaluate the effectiveness of marketing communication processes 5   To be able to to develop conceptual skills related with brand identity design and communication

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Introduction and Course Description 2 Concept and items of communication and marketing communications 3 Integrated marketing communications 4 Advertising, public relations and publicity from promotion mix applications 5 Personal Selling and promotion 6 Elements of the marketing mix and marketing communication: product and packaging 7 Elements of the marketing mix and marketing communication: Distribution and marketing communication, communication dimension of the price 8 Other marketing communication elements: Direct marketing 9 Other elements of marketing communications: internet marketing 10 Other elements of marketing communications: Cause related marketing and sponsorship 11 Other marketing communication elements: Brand-building process 12 Other marketing communication elements: brand identity, brand image, brand awareness and brand equity. 13 Other marketing communication elements: brand strategies and brand positioning 14 Conclusion and Evaluation

Recomended or Required Reading

Pazarlama Iletişim Yönetimi, Yavuz Odabaşı ve Mine Oyman, Mediacat All the papers, articles and books related with marketing communications

Planned Learning Activities and Teaching Methods

The course will be proccessed heavily with interactive method and discussion method

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

Further Notes About Assessment Methods

None

Assessment Criteria

All of the learning outcomes are being measured at the interactive discussion process in the courses

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

nihan.ozguven@deu.edu.tr

Office Hours

Will be announced at the beginning of semester

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Preparations before/after weekly lectures 14 3 42 Preparation for midterm exam 1 10 10 Preparation for final exam 1 20 20 Preparing presentations 1 10 10 Final 1 2 2 Midterm 1 2 2 TOTAL WORKLOAD (hours) 128

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 LO.1 1 LO.2 1 1 LO.3 1 LO.4 1 LO.5 1