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MARKETING COMMUNICATION MANAGEMENT

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Description

Course Title Course Code Semester Required/Elective Theory + Practice ECTS
Marketing Communication Management RHİ502 I. SEMESTER Required Courses 3+0 6.0
Language of Instruction Türkçe
Course Type Required Courses
Course Instructor(s) PROF. DR. MİNE OYMAN
Mode of Delivery The mode of delivery of this course is Face to face
Prerequisites There is no prerequisite or co-requisite for this course.
Courses Recommended There is no recommended optional programme component for this course.
Reading List *Odabaşı, Yavuz ve Mine Oyman(2002) Pazarlama İletişimi Yönetimi. İstanbul: MediaCat Yayınları *Mediacat Dergisi *Marketing Türkiye Dergisi *The Brand Age *Semenik, R.J. (2002) Promotion and Integrated Marketing Communication. Cincinnati, Ohio: South-West Pub. *Picton D. and Amanda Broadrick (2002) Integrated Marketing Communications. Harlow: Financial Times/Prentice Hall *Yeshin Tony.(1998) Integrated Marketing Communications. Oxford:Butterwort Heinemann *Clow, K. and D. Baack (2002) Integrated Advertising,Promotion and Marketing Communication. Upper Side River N.J.:Prentice Hall. *Belch, G. ve Michael A. Belch (1998) Advertising and Promotion. Fourth Ed. Boston: Irwin/McGraw-Hill. *Burnett, John and Sandra Moriarty(1998) Intruduction to Marketing Communication: An Integrated Approach. New Jersey:Prentice Hall Uğur Batı (2012). Marketink ya da Farketink, İstanbul: MediaCat YayınlarıUğur Batı (2013). Stratejik Marka Yönetimi, İstanbul: Brand Age YayınlarıKaan Varnalı (2012) Dijital Tutulma, İstanbul: MediaCat YayınlarıTaşlar Yerinden Oynarken Dijital Pazarlamanın Kuralları, (Ed. Fatoş Karahasan) İstanbul: Doğan KitapErkan Akar (2011) Sosyal Medya Pazarlaması - Sosyal Webde Pazarlama Stratejileri, Efil YayınlarıT. Reinold & J. Tropp (2012). "Integrated marketing communications: How can we measure its effectiveness?", Journal of Marketing Communications Vol. 18, No. 2, AprilFrank Mulhern (2009). "Integrated marketing communications: From mediachannels to digital connectivity", Journal of Marketing CommunicationsVol. 15, Nos. 2–3, April–July Kelty Logan (2013). "And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently?", Journal of Marketing Communications, Vol. 19, No. 4.Georgios Halkias & Flora Kokkinaki (2013). "Increasing advertising effectiveness through incongruity-based tactics: The moderating role of consumer involvement" Journal of Marketing Communications, Vol. 19, No. 3.Patrick de Pelsmacker & Peter C. Neijens (2012). "New advertising formats: How persuasion knowledge affects consumer responses" Journal of Marketing CommunicationsVol. 18, No. 1, February.Olgun KİTAPCI, Serkan TAŞTAN vd. (2012). AĞIZDAN AĞIZA ÇEVRİMİÇİ İLETİŞİMİN OTELLERDEKİODA SATIŞLARINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA", Doğuş Üniversitesi Dergisi, 13 (2)Yavuz CÖMERT ve Gülhan SAĞIR (2012). "AMACA YÖNELiK PAZARLAMANIN TÜKETİCİ SATIN ALMA KARARINA ETKİSİ" Elektronik Sosyal Bilimler Dergisi, Spring, Volume:12 Issue:45.Metin Çalık, Remzi Altunışık ve Nihal Sütütemiz (2013). "BÜTÜNLEŞİK PAZARLAMA İLETİŞİMİ, MARKA PERFORMANSI VE PAZAR PERFORMANSI İLİŞKİSİNİN İNCELENMESİ" Uluslararası Yönetim İktisat ve İşletme Dergisi, Cilt 9, Sayı 19.Ayhan Yılmaz (2007). "Marka Farkındalıgı Olusturmada Sponsorluk veRolü: Eskisehir Sinema Günleri’ne Yönelik Bir Degerlendirme", Anadolu Üniversitesi Sosyal Bilimler Dergisi, IMutlu Uygun vd. (2012). "MOBİL PAZARLAMA UYGULAMALARINA YÖNELİK TÜKETİCİKABULÜNÜ ETKİLEYEN FAKTÖRLER" ORGANİZASYON VE YÖNETİM BİLİMLERİ DERGİSİCilt 4, Sayı 2.Hüseyin Altunbaş (2009). "PAZARLAMA İLETİŞİMİ VE ETKİNLİK (EVENT) PAZARLAMASI‘MÜZİK EĞLENCE ETKİNLİĞİNİN MARKA İLETİŞİMİNE ETKİSİ’ İLETİŞİM FAKÜLTESİ DERGİSİBetül Özkaya (2010). "REKLAM ARACI OLARAK ADVERGAMING"Marmara Üniversitesi, İİBF Dergisi, C:XXIX, SAYI II*Journal of Marketing Communications *Journal of Advertising *Journal of Corporate Communications *European Journal of Marketing *Journal of Marketing *Public Relations Quartertly
Assessment Methods 1 midtermexam, 1 final exam and term project
Work Placement N/A
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