ECTS - Introduction to Marketing Communication

Introduction to Marketing Communication (PR102) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Introduction to Marketing Communication PR102 2. Semester 3 0 0 3 5
Pre-requisite Course(s)
N/A
Course Language English
Course Type Compulsory Departmental Courses
Course Level Bachelor’s Degree (First Cycle)
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Discussion, Question and Answer.
Course Coordinator
Course Lecturer(s)
  • Staff
Course Assistants
Course Objectives The aim of the course is to develop knowledge and skills related to marketing management. The course aims to enable students to identify marketing problems, develop responses to these problems and produce marketing applications in real business contexts.
Course Learning Outcomes The students who succeeded in this course;
  • 1) Defines basic marketing concepts 2) Establishes the relationship between marketing and need, want and demand 3) Explains contemporary marketing approaches and practices 4) Explains the strategic units of marketing management 5) Performs target market selection, market segmentation and market positioning applications
Course Content The course aims to teach techniques that the company or a business individual uses to convey promotional messages about their products and services.

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 Definitions of marketing concept, basic marketing principles, the birth of marketing idea.
2 Contemporary Marketing Approaches I
3 Contemporary Marketing Approaches II
4 Marketing management and marketing strategies (strategic planning, marketing planning)
5 Marketing information system and marketing research (qualitative and quantitative research)
6 Market segmentation, target market selection
7 Product differentiation, product positioning
8 Midterm
9 Marketing Mix Decisions
10 Production Decisions
11 Pricing Decisions
12 Positioning Decisions
13 Product Development
14 Service marketing and international marketing
15 General Evaluation
16 Final Exam

Sources

Course Book 1. Kotler, Philip & Keller, Kevin Lane, Marketing Management, Pearson, New York.

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation - -
Laboratory - -
Application - -
Field Work - -
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments - -
Presentation - -
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury 1 40
Final Exam/Final Jury 1 60
Toplam 2 100
Percentage of Semester Work
Percentage of Final Work 100
Total 100

Course Category

Core Courses X
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 Students obtain fundamental knowledge about the theoretical approaches, concepts, research methods and techniques of public relations, advertising, media, marketing and integrated marketing. X
2 Students obtain interdisciplinary knowledge about political, cultural, economic and social process within local, national and international levels. X
3 Students obtain knowledge about the effective use of digital media intended for public relations, advertising, marketing and integrated marketing. X
4 Students obtain knowledge about the use of new media tools both theoretically and practically.
5 Students obtain knowledge about the design and development of any public relations and advertising campaign based on the target group and strategic objectives. X
6 Students obtain knowledge about the organizational communications structures.
7 Students obtain knowledge about various strategies of crisis management.
8 Students obtain knowledge about required research, planning, methods and techniques within public relations and advertising fields. X
9 Students obtain knowledge about ethical principles and values of public relations and advertising
10 Students obtain knowledge about legal regulations of both communication law and advertising.
11 Students learn how to communicate with both local and foreign, academic and non-academic stakeholders in order to conduct PR and advertising researches or practices.
12 Students learn how to work in teamwork for PR and advertising researches and practices.
13 Students learn how to prepare and conduct various communicational activities of various organizations. X
14 Students learn how to collect information, analyze and present the findings of PR, advertising, marketing and consumer researches.
15 Students learn how to plan and conduct media and advertising campaigns.
16 Students learn how to use digital communication tools effectively and design a product.
17 Students have the capacity of using theoretical background and conducting methodologies in order to gather information, analyze and interpret within PR and advertising fields. X
18 Students have the capacity of understanding the social-cultural context of PR and advertising practices for the related organizations.
19 Students have the capacity of following the latest developments at national and global levels.
20 Students have the capacity of taking the responsibilities for the possible problems in any PR program or campaign and develop creative solutions.
21 Students have the capacity of using various applications and technological tools to conduct PR and advertising programs and advertising campaigns.
22 Students have the capacity of exercising the ethical codes based on national and international professional standards in PR and advertising activities.
23 Students have the capacity of forming and practicing brand management strategies. X
24 Students have the capacity of dealing with the possible risks in organizations.

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours) 16 3 48
Laboratory
Application
Special Course Internship
Field Work
Study Hours Out of Class
Presentation/Seminar Prepration
Project
Report
Homework Assignments
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury 1 20 20
Prepration of Final Exams/Final Jury 1 20 20
Total Workload 88