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
ELECTIVE

Offered By

Marketing Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASSOCIATE PROFESSOR EZGI KARATAŞ YÜCEL

Offered to

Marketing Management

Course Objective

The aim of the Marketing Communication course is to teach students critical concepts to understand marketing communication strategies, develop effective communication skills and accordingly increase brand awareness. In addition, it is to enable students to interact with target audiences and gain competitive advantage by using marketing communication tools effectively. This course aims to provide students with the skills to create and implement a strong marketing communications strategy.

Learning Outcomes of the Course Unit

1   Understands the basic principles of marketing communication strategies
2   Develops effective communication skills
3   Learns to gain competitive advantage in brand management and awareness
4   Understands the importance of target audience-oriented communication
5   Gains competence in current marketing communication concepts

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Communication and Marketing Communication Concepts What is marketing communication The importance and functions of marketing communication Marketing communication strategies and objectives
2 Considering the Relationship of Marketing Communication with Other Disciplines Marketing Communication and Sociology Marketing Communication and Psychology Marketing Communication and Media Literacy...
3 Macro Communication Models Considered in Marketing Communication From a historical perspective, the progress of marketing communication in autocracy, liberalization, democracy and mixed governments
4 Micro Communication Models Considered in Marketing Communication AIDA Model: Attention, Interest, Desire, Action DAGMAR Model: Defining Advertising Goals for Measured Advertising Results Push-Pull Strategy...
5 Communication-Based Marketing Communication Model and Its Components Why should communication be the core of marketing communication What are the Components of the Model ...
6 Digital Marketing Communication Basic principles of digital marketing communication Social media marketing and engagement strategies Influencer marketing and the rapid rise of influencer marketing
7 Personalized Marketing Communications Data-driven marketing communications and analytical approaches CRM (Customer Relationship Management) and marketing communications Segmentation and targeting strategies
8 Experiential Marketing Communications Brand experience and emotional connection Interactive marketing campaigns and experience design
9 Advertising and Brand Communication Basic principles and types of advertising Brand communication strategies and creation of brand image Planning and execution of advertising campaigns
10 Public Relations and Crisis Communication The role and importance of public relations Media relations and press releases Crisis communication strategies and reputation management
11 Sales Promotions and Rewards Programs Definition and different types of sales promotions Coupons, discounts, gifts and rewards programs Loyalty programs and customer rewards
12 Personal Selling and Communication The importance and functions of personal selling Sales representatives and retail outlets One to one marketing and sales presentations
13 Integrated Marketing Communication Strategies Integration of marketing communication tools Multi-channel marketing strategies Promotional decisions and challenges to integration
14 Evaluation and Future Trends Evaluation of marketing communication strategies Analysis of successful communication campaigns Future trends and predictions in the field of marketing communications

Recomended or Required Reading

Odabaşı, Y. and Oyman, M. (2019). Pazarlama Iletişimi Yönetimi. Mediacat.
Previous issues of Journal of Marketing Communications ( ISSN: 1352-7266, Online ISSN: 1466-4445)

Planned Learning Activities and Teaching Methods

Explanation, Discussing, analyzing of case studies.

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

None

Assessment Criteria

All learning outputs are measured within the interactive explanation process during lessons.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

E-mail: ezgi.karatas@deu.edu.tr

Office Hours

Will be determined according to the semester program.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 2 28
Preparation for midterm exam 1 10 10
Preparation for final exam 1 15 15
Preparations before/after weekly lectures 14 3 42
Preparing presentations 1 9 9
Preparing assignments 1 10 10
Midterm 1 3 3
Midterm 1 3 3
TOTAL WORKLOAD (hours) 120

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11
LO.111
LO.21
LO.31
LO.41
LO.511

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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