It is aimed for students to master marketing communication practices in today's competitive environment and to develop marketing communication strategies, especially in the e-commerce sector.
Prerequisite(s)
-
Corequisite(s)
-
Special Requisite(s)
-
Instructor(s)
Lecturer İrem Oran
Course Assistant(s)
Schedule
Thursday, 15:00-16:50, 1B08 İncirli
Office Hour(s)
Thursday, 11:00-11:50, 2A03 İncirli
Teaching Methods and Techniques
- (Lecture, Example, Discussion)
Principle Sources
- Lecture Notes
Other Sources
- Pazarlama İletişimi Yönetimi, Yavuz Odabaşı-Mine Oyman, MediaCat
- Pazarlamanın 22 Kuralı, Al Ries-Jack Trout, MediaCat
- Tüketici Davranışı ve Pazarlama Stratejileri, Erdoğan Koç, Seçkin Yayıncılık
- İknanın Psikolojisi, Robert B. Cialdini, Mediacat Kitapları
- Kültür Kodu, Clotaire Rapaille, FGP YAYINCILIK
- Konumlandırma, Jack Trout, MediaCat Yayıncılık
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction and Basic Concepts
Lecture, Example, Discussion
2. Week
Communication Concept and Communication Process
Lecture, Example, Discussion
3. Week
Marketing Communication and Its Elements
Lecture, Example, Discussion
4. Week
Marketing Communication and Its Elements I (Public Relations, Sponsorship)
Lecture, Example, Discussion
5. Week
Marketing Communication and Its Elements II (Advertising)
Lecture, Example, Discussion
6. Week
Marketing Communication and Its Elements III (Personal Selling, Sales Promotion, Direct Marketing, Exhibitions & Fairs,)
Lecture, Example, Discussion
7. Week
Marketing Communication and Its Elements IV (Digital Communication)
Lecture, Example, Discussion
8. Week
Midterm
9. Week
Integrated Marketing Communication
Lecture, Example, Discussion
10. Week
Persuasion Techniques in Marketing Communication
Lecture, Example, Discussion
11. Week
Marketing Communication Planning Processes
Lecture, Example, Discussion
12. Week
Marketing Communication in E-Commerce
Lecture, Example, Discussion
13. Week
Example/Application: Marketing Communication Planning in E-Commerce
Lecture, Example, Discussion
14. Week
General Evaluation and Closing Lecture
Lecture, Example, Discussion
15. Week
Final Exam
16. Week
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
Learning the basic concepts of Electronic Commerce
PO-2
To be able to analyze the relationship between Electronic Commerce and Internet correctly
PO-3
To fully grasp the legal dimension of Electronic Commerce
Learning Outcomes
LO-1
Understanding the concept of marketing communication and understanding its importance.
LO-2
Determining target audience and creating marketing communication strategies.
LO-3
Creating a campaign strategy by using media tools effectively.
LO-4
Developing marketing communication strategies specific to the e-commerce sector.
