COURSE INFORMATION
Course CodeCourse TitleL+P HourSemesterECTS
UTFB 408ADVERTISING AND MARKETING COMMUNICATION3 + 06th Semester5

COURSE DESCRIPTION
Course Level Bachelor's Degree
Course Type Elective
Course Objective This course aims to provide the basic tools necessary for the development of effective integrated marketing communication programs, to understand the planning and implementation of media activities, and to analyze the advertisements in different venues.
Course Content Integrated marketing communication, ethics in integrated marketing communication, targeting, positioning, planning and budgeting, branding, packaging, point of purchase communication, selection of advertising messages, selection of advertising medium, traditional and digital media, measurement of advertising effectiveness.
Prerequisites No the prerequisite of lesson.
Corequisite No the corequisite of lesson.
Mode of Delivery Face to face

COURSE LEARNING OUTCOMES
1To learn integrated marketing communication
2To learn the purpose of marketing communication
3To learn integrated marketing communication planning
4To recognize modern advertising practices
5To learn the advertising management process

COURSE'S CONTRIBUTION TO PROGRAM
Data not found.

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
ActivitiesQuantityDuration (Hour)Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)14342
Hours for off-the-classroom study (Pre-study, practice)14570
Mid-terms177
Final examination11111
Total Work Load

ECTS Credit of the Course






130

5

COURSE DETAILS
 Select Year   


 Course TermNoInstructors
Details 2020-2021 Spring3MURAT KANTAR

Course Details
Course Code:  UTFB 408 Course Title:  ADVERTISING AND MARKETING COMMUNICATION
L+P Hour : 3 + 0   Course Code : 3   Language Of Instruction: English Course Semester :  2020-2021 Spring
Course Coordinator :  RESEARCH ASSISTANT MURAT KANTAR E-Mail:  mkantar@pau.edu.tr Phone Number : 
Course Location İİBF C0304,
Goals : This course aims to provide the basic tools necessary for the development of effective integrated marketing communication programs, to understand the planning and implementation of media activities, and to analyze the advertisements in different venues.
Content : Integrated marketing communication, ethics in integrated marketing communication, targeting, positioning, planning and budgeting, branding, packaging, point of purchase communication, selection of advertising messages, selection of advertising medium, traditional and digital media, measurement of advertising effectiveness.
Attendance : %
Topics
WeeksTopics
1 Short brief about marketing mix
2 What is integrated marketing communication
3 Advertising
4 Advertising
5 Public Relations
6 Direct marketing & Promotions
7 Direct marketing & Promotions
8 Research in IMC
9 Segmenting and Targeting the Audience
10 Strategic Planning of IMC
11 Creative Communication
12 Media
13 Evaluating IMC Effectiveness
14 Social Impact, Responsibility, and Ethics
Materials
Materials are not specified.
Resources
Course Assessment
Assesment MethodsPercentage (%)Assesment Methods Title
Final Exam60Final Exam
Midterm Exam40Midterm Exam
L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes
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