Erciyes University - Info Package

Course unit title	Level of course unit	Course unit code	Type of course unit	Semester of course unit	Local credit	ECTS credit	Syllabus
INTEGRATED MARKETING COMMUNICATION	Third cycle	HİT 229		3	3.00	3.00	Print

Description of course unit

Prerequisites and course requisities	None
Language of instruction	Turkish
Coordinator	Assoc.Prof.Dr. EMEL TANYERİ MAZICI
Lecturer(s)	Assoc.Prof.Dr. EMEL TANYERİ MAZICI
Teaching assitant(s)	None
Mode of delivery	Conference
Course objective	It is aimed to develop basic knowledge and skills regarding the recognition, interpretation and application of the concept of integrated marketing, which has an important function between the target audience and the institution, on the basis of basic principles and variables.
Course description	It is an undergraduate level course that deals with integrated marketing communication and related concepts.

Course contents

1	Marketing concept, importance, purpose and scope
2	Historical process of marketing and integrated marketing period
3	Integrated marketing concept and tools
4	Environment and its elements in the integrated marketing process
5	Research process in integrated marketing
6	Strategic planning in integrated marketing
7	Consumer and behavior in integrated marketing
8	Marketing communication and marketing mix
9	Marketing communication and marketing mix
10	Integrated marketing and promotion mix
11	Integrated marketing and promotion mix
12	Integrated marketing and promotion mix
13	Integrated marketing and customer-oriented methods
14	Integrated marketing and customer-oriented methods
15	Integrated marketing and alternative methods
16	Student activities
17
18
19
20

Learning outcomes of the course unit

1	Provides knowledges about marketing concepts and practice.
2	Interprets promotion activity and especially public relation from marketing perspective.
3	Helps to thinks about marketing apps importance and its implementation in strategic management process.
4	Provides information about the marketing environment (macro-micro factors).
5	Provides information about Market Segmentation and Positioning.
6	Helps to gain information about Marketing.
7
8
9
10

*Contribution level of the course unit to the key learning outcomes

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
Number of stars refer to level of contribution from 1 (the least) to 5 (the most)

Planned learning activities, teaching methods and ECTS work load

	Quantity	Time (hour)	Quantity*Time (hour)
Lectures (face to face teaching)	15	2	30
Study hours out of classroom (study before and after the class)	14	1	14
Homework	3	2	6
Presentation / seminar	0	0	0
Quiz	0	0	0
Preparation for midterm exams	1	10	10
Midterm exams	1	1	1
Project (term paper)	0	0	0
Laboratuar	0	0	0
Field study	0	0	0
Preparation for final exam	1	15	15
Final exam	1	1	1
Research	0	0	0
Total work load			77
ECTS			3.00

Assessment methods and criteria

Evaluation during semester	Quantity	Percentage
Midterm exam	1	40
Quiz	0	0
Homework	0	0
Semester total		40
Contribution ratio of evaluation during semester to success		40
Contribution ratio of final exam to success		60
General total		100

Recommended and required reading

Textbook	Current content prepared from various books and articles related to the field.
Additional references	Bütünleşik Pazarlama İletişimi, İzzet Bozkurt. Güncel Pazarlama Yönetimi, Mahir Nakip-İnci Varinli.

Files related to the course unit