Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
2İŞL626INTEGRATED MARKETING COMMUNICATION3+0+03815.10.2026
Course Details
Language of Instruction Turkish
Level of Course Unit Doctorate's Degree
Department / Program Business (PhD)
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course The purpose of this course is to provide students with knowledge regarding the principles and practices that constitute marketing communication—a strategic communication activity aimed at fostering successful relationships with customers and other stakeholders—and to ensure an understanding of the processes involved in planning, developing, and executing marketing communication within an organization, as well as the factors and environmental conditions that influence these processes.
Course Content This course covers the marketing system and its relationship with environmental factors, the evolution of the concept of marketing, marketing institutions and processes, marketing strategy and planning, marketing research and marketing information systems, consumer behavior and product, distribution, promotion and pricing strategies.
Course Methods and Techniques Each session begins with the instructor introducing the topic for that day. The class is conducted in an interactive manner, employing a variety of methods such as direct instruction, Q&A sessions, case studies, and discussions of research findings. Students may also be asked to present on the topic; therefore, it is essential that they prepare thoroughly by reading the material the week before the class.
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Associate Prof.Dr. Fatma Gül Bilginer Özsaatçi
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Pazarlama 6.0, P. Kotler
Pazarlama 5.0, P. Kotler
Pazarlama İletişimi Yönetimi, Yavuz odabaşı ve Mine Oyman.Mediacat Yayınları


Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 30
Assignment 1 % 20
Final examination 1 % 50
Total
3
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 3 45
Hours for off-the-c.r.stud 15 8 120
Presentation 15 3 45
Final examination 15 2 30
Total Work Load   Number of ECTS Credits 8 240

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Will be able to interpret the importance and scope of marketing communication. Explains the concept and process of communication.
2 Defines marketing communication and its elements. Describes the importance of marketing communication for organizations and consumers.
3 Describes key developments in marketing communication. Will be able to discuss marketing communication approaches and practices.
4 Explains the traditional marketing communication approach and its practices.
5 Describes the integrated marketing communications approach and the reasons for its development. Interprets the benefits and challenges of integrated marketing communications.
6 Interprets traditional and integrated approaches. Will be able to distinguish between marketing communication activities.
7 The promotion mix comprises advertising, public relations and publicity, sales promotion, and personal selling.
8 Interprets the communication dimension of the marketing mix elements: product, distribution, and price.
9 Provides examples of other marketing communication elements, such as direct marketing, sponsorship, cause-related marketing, and product placement.
10 Develops a marketing communication plan using an integrated approach.
11 Will be able to interpret new trends and practices in marketing communication. Examines changes in consumers and the impact of these changes on marketing communication practices.
12 Provides examples of changes in technology and their impact on marketing communication.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 The Concept and Scope of Marketing Communication Ders kitabındaki ilgili bölüm
2 Integrated Marketing Communications Ders kitabındaki ilgili bölüm
3 Advertising Activities and Management Ders kitabındaki ilgili bölüm
4 Types and Tools of Public Relations Ders kitabındaki ilgili bölüm
5 Personal Selling and Sales Force Management Ders kitabındaki ilgili bölüm
6 Sponsorship Ders kitabındaki ilgili bölüm
7 Marketing Communications Planning Process Ders kitabındaki ilgili bölüm
8 ARA SINAV
9 Interactive and data-driven marketing Ders kitabındaki ilgili bölüm
10 Email and mobile marketing Ders kitabındaki ilgili bölüm
11 SEO and Neuromarketing Ders kitabındaki ilgili bölüm
12 Social media and content marketing Ders kitabındaki ilgili bölüm
13 Influence and real-time marketing Ders kitabındaki ilgili bölüm
14 Artificial intelligence in marketing communication and gamification in marketing Ders kitabındaki ilgili bölüm
15 FİNAL

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
C1 1
C2 1
C3 1
C4 1
C5 2
C6 2 3
C7 3 1
C8 2 1
C9 1
C10 1
C11 1 2
C12 1

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant