1	Course Title:	MARKETING COMMUNICATION
2	Course Code:	ISL5348
3	Type of Course:	Optional
4	Level of Course:	Second Cycle
5	Year of Study:	1
6	Semester:	2
7	ECTS Credits Allocated:	6
8	Theoretical (hour/week):	3
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Prof. Dr. MURAT HAKAN ALTINTAŞ
16	Course Lecturers:	Prof. Dr. Hakan Altıntaş Doç. Dr. Erkan ÖZDEMİR Doç. Dr. Çağatan Taşkın
17	Contactinformation of the Course Coordinator:	mhakan@uludag.edu.tr
18	Website:
19	Objective of the Course:	To educate with current samples about how to manage and operate companies’ marketing communication efforts in contemporary markets.
20	Contribution of the Course to Professional Development

21

Learning Outcomes:

1 To identify marketing and advertising interaction in different medias.; 2 To comprehend new consumer trends; 3 To understand social media process; 4 The importance of creativeness and communication in advertisement campaign; 5 Evaluating the importance of factors effecting the campaign strategy; 6 Planning advertising media; 7 To adapt advertising campaigns on social media tools; 8 Internet marketing and social media’s importance; 9 To develop measuring method of communication effectiveness;

22	Course Content:

Week	Theoretical	Practical
1	Marketing in 21st Century
2	Marketing Communication and Integrated Marketing Communication
3	Advertising and Personal Sales
4	Public Relations and Sales Promotion
5	Product, packacing and communication Distribution and marketing Communication Communication dimension of pricing
6	Direct Marketing Internet Marketing
7	Sponsorship Brand Positioning Case Marketing
8	Marketing Communication Planning Process and Organizing Marketing Communication Applications
9	Principles of Social Media: Passing to Connected Age Web 1.0, Web 2.0
10	Social Media Marketing
11	Blogs, Microblogging, Wikis, Social Marking
12	Media sharing web sites Podcasting Online Social Networks Virtual Worlds
13	Measuring Social Media and Metrics
14	3rd generation web in marketing communication

23	Textbooks, References and/or Other Materials:	Yavuz Odabaşı ve Mine Oyman, Pazarlama İletişimi Yönetimi.
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	0	0
Quiz	0	0
Homeworks, Performances	0	0
Final Exam	1	100
Total	1	100
Contribution of Term (Year) Learning Activities to Success Grade		0
Contribution of Final Exam to Success Grade		100
Total		100
Measurement and Evaluation Techniques Used in the Course
Information

25

ECTS / WORK LOAD TABLE

Activites	NUMBER	TIME [Hour]	Total WorkLoad [Hour]
Theoretical	14	3	42
Practicals/Labs	0	0	0
Self Study and Preparation	14	3	42
Homeworks, Performances	0	10	20
Projects	0	0	0
Field Studies	0	0	0
Midtermexams	0	0	0
Others	1	26	26
Final Exams	1	50	50
Total WorkLoad			180
Total workload/ 30 hr			6
ECTS Credit of the Course			6

26	CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS
PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ9 PQ10 PQ11 PQ12 LO1 4 4 4 5 0 0 0 5 0 0 5 0 LO2 4 4 4 4 0 0 0 5 0 0 4 0 LO3 5 4 4 4 0 0 0 5 0 0 5 0 LO4 3 4 4 4 0 0 0 5 0 0 4 0 LO5 4 4 4 4 0 0 0 5 0 0 5 0 LO6 4 4 4 4 0 0 0 5 0 0 4 0 LO7 4 4 4 4 0 0 0 5 0 0 4 0 LO8 4 4 4 4 0 0 0 5 0 0 4 0 LO9 4 4 5 4 0 0 0 5 0 0 5 0

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High