| Semester | Course Unit Code | Course Unit Title | T+P+L | Credit | Number of ECTS Credits | Last Updated Date |
| 5 | BA477 | INTEGRATED MARKETING COMMUNICATIONS | 3+0+0 | 3 | 5 | 16.09.2026 |
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Language of Instruction
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English
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Level of Course Unit
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Bachelor's Degree
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Department / Program
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BUSINESS ADMINISTRATION
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Type of Program
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Formal Education
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Type of Course Unit
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Elective
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Course Delivery Method
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Face To Face
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Objectives of the Course
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Explaining the fundamental concepts and processes of integrated marketing communications
Analyzing the role of IMC in building brand-consumer relationships
Applying IMC planning frameworks to real-world marketing problems
Evaluating communication tools and strategies in diverse market contexts
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Course Content
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This course introduces the principles and practices of Integrated Marketing Communications (IMC). It examines how firms coordinate various communication tools to deliver consistent brand messages and build customer relationships. Students explore advertising, digital media, public relations, and sales promotion strategies, as well as the IMC planning process. The course emphasizes both theoretical foundations and practical applications, enabling students to evaluate and design effective communication campaigns in contemporary business environments.
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Course Methods and Techniques
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Prerequisites and co-requisities
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( BA203 or BA471 )
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Course Coordinator
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None
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Name of Lecturers
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Prof.Dr. ŞAFAK AKSOY
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Assistants
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None
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Work Placement(s)
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No
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Recommended or Required Reading
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Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"
Assessment Methods and Criteria
ECTS Allocated Based on Student Workload
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
| No | Learning Outcomes |
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1
| Explain key concepts, models, and processes of integrated marketing communications |
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2
| Analyze consumer behavior and brand communication strategies within IMC contexts |
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3
| Design integrated marketing communication plans using appropriate tools and media channels |
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4
| Evaluate the effectiveness of IMC campaigns using relevant metrics and frameworks |
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5
| Develop strategic solutions to communication problems in business settings |
Weekly Detailed Course Contents
Contribution of Learning Outcomes to Programme Outcomes
Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant
https://sis.agu.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=80464&lang=en