Marmara Üniversitesi
Marmara Üniversitesi Eğitim-Öğretim Bilgi Sistemi

Programlar Hakkında Bilgi

Lisans - Mühendislik Fakültesi - Endüstri Mühendisliği (İngilizce)

Müfredat Adı Ders Kodu Ders Adı Ders Türü Dönem AKTS Teorik Uygulama
2015 -Endüstri Mühendisliği (İngilizce) - Anadal MRK3082 Integrated Marketing Communication Zorunlu 3 3,00 2 0

Dersin İçeriği

Dersin Amacı

Integrated Marketing Communication Course is designed to provide both engineering students or non-engineering students with a basic understanding of how and why smart marketers are making efforts to integrate different types of communication (traditional media, digital media, social media and event marketing). The course will basically give a solid background to enable engineering students to promote their products/brands and services in the future

Öğrenim Türü

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Dersin İçeriği

Traditional Media, Digital Media, Social Media( Facebook, Twitter, Instagram..vb.), Consumer Segmentation, Advertising and Promotion, Event Marketing, PR Management, IMC Budgeting, Media ROI, Shoppper Marketing

Planlanan Öğrenme Aktiviteleri ve Metodları

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Staj Durumu

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Dersin Sunulduğu Dil

İngilizce

Ders Kitabı / Malzemesi / Önerilen Kaynaklar

Belch, George E. and Michael A. Belch (2000), Advertising and Promotion: An Integrated Marketing Communications Perspective, 5th Ed. Boston: Irwin McGraw-Hill. (Or 6th Ed.)

Dersin Web Sayfası

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Öğrenme Çıktıları

  • Demonstrate a thorough basic knowledge of workings and expectations of the Integrated Marketing Communication (IMC)
  • Identify how market research, segmentation, branding and positioning relate to the process of creating and placing successful advertising and promotions
  • Explain and learn how effective creative media strategies are developed and implemented
  • Construct a targeted media plan, taking into account the advantages and disadvantages of each media medium
  • Define how social/digital/interactive media can be used to market a brand

Haftalık Ayrıntılı Ders İçeriği

Hafta Teorik
1 Introduction to the course
2 What is the role of creativity and innovation in
3 Dynamics that underlie creative thinking
4 Becoming creatively fit as an individual
5 - Creative insight: Why do good ideas come to us when they do? - Idea evaluation: What to do with generated ideas - Creative insight: Why do good ideas come to us when they do? - Idea evaluation: What to do with generated ideas - Creative insight: Why do good ideas come to us when they do? - Idea evaluation: What to do with generated ideas Creative insight: Why do good ideas come to us when they do?
6 Team – Creativity in Teams
7 Teams, the Environment, and Creativity
8 Ara Sınav Haftası
9 Environment: Climate for creativity in an
10 Creativity to innovation, Innovation – What’s Involved
11 Innovation: Competitive advantage and the category-maturity life cycle
12 Guest speaker
13 Innovation: - Thinking about Innovation Differently - The Role of Champions Innovation: a) Thinking about Innovation Differently , b)The Role of Champions
14 Innovation - Commercializing an Innovation
15 Guest speaker
16 How to create your projet
17 Projects

Değerlendirme

Değerlendirme Değer
Yarıyıl (Yıl) İçi Etkinlikleri 60
Yarıyıl (Yıl) Sonu Etkinlikleri 40
Yarıyıl (Yıl) Sonu Etkinlikleri Değer
Final Sınavı 100

Öğrenci İş Yükü Hesabı

Etkinlikler Sayısı Süresi (saat) Toplam İş Yükü (saat)
Ödev ve Hazırlığı 2 5 10
Sunum ve Hazırlığı 1 15 15
Arasınav ve Hazırlığı 2 15 30
Final ve Hazırlığı 1 20 20

Program ve Öğrenme Çıktıları İlişkisi