Language of Instruction
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Turkish
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Level of Course Unit
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Master's Degree
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Department / Program
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MA Program in Management (Thesis) (Turkish)
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Mode of Delivery
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Face to Face
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Type of Course Unit
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Elective
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Objectives of the Course
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This course will provide the necessary knowledge to develop an integrated marketing communication campaigns to the students.
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Course Content
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Current marketing problems force both the practitioners and academicians to put more communication effort on marketing strategies. Using marketing mix elements and searching for solutions of current marketing problems is almost impossible. The course will focus on the strategic integration of marketing mix elements and communication in order develop brand value. This course has been designed to show how integration can contribute relevant and creative messages to marketing communications process and brand management. This course will provide the necessary knowledge to develop an integrated marketing communication campaigns to the students. Throughout the semester students will learn to conduct a campaign in the field of marketing communication. By this way students will have the opportunity to apply and present the theoretical knowledge into the practise. The course will provide for students with the necessary knowledge to develop a whole campaign.
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Course Methods and Techniques
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Prerequisites and co-requisities
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None
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Course Coordinator
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Asist Prof.Dr. Merve Şahin
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Name of Lecturers
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Asist Prof.Dr. MERVE ŞAHİN
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Assistants
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None
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Work Placement(s)
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No
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Recommended or Required Reading
Resources
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Bütünleşik Pazarlama İletişimi, İzzet Bozkurt,(2004), 7. Baskı, Capital Yayınları. Pazarlama İletişiminde Sihirli Dokunuşlar, İzzet Bozkurt,(2013), 4. Baskı, Capital Yayınları Sektörel Dergiler: Marketing Türkiye, Mediacat. Marka Olmak, Sabri Erdil ve Yeşim Uzun, (2010), 2. Baskı, Beta Yayınları, İstanbul Stratejik Marka Yönetimi, Ahmet Hamdi İslamoğlu ve Duygu Fırat, (2011), 2. Baskı, Beta Yayınları İstanbul Markan Kadar Konuş, Ferruh Uztuğ, (2008), 4. Baskı, Mediacat Kitapları, İstanbul Strategic Brand Management, Kevin Kevin Lane Keller, (2013), 4h ed.Prentice Hall. İletişim Odaklı Pazarlama, İzzet Bozkurt,(2007), 3. Baskı, Capital Yayınları.
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Ders kapsamında herhangi bir sınav uygulanmayacaktır. Ders değerlendirmesi katılım, ödev ve dönem ödevi ile yapılacaktır.
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