Marmara Üniversitesi
Marmara Üniversitesi Eğitim-Öğretim Bilgi Sistemi

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

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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

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İngilizce

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.)

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• 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