Nevşehir Hacı Bektaş Veli University Course Catalogue
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| Year/Semester of Study | 1 / Spring Semester | ||||
| Level of Course | 3rd Cycle Degree Programme | ||||
| Type of Course | Optional | ||||
| Department | TOURISM MANAGEMENT (DOCTORATE DEGREE) | ||||
| Pre-requisities and Co-requisites | None | ||||
| Mode of Delivery | Face to Face | ||||
| Teaching Period | 14 Weeks | ||||
| Name of Lecturer | EBRU GÜNEREN (ebruguneren@nevsehir.edu.tr) | ||||
| Name of Lecturer(s) | EBRU GÜNEREN, | ||||
| Language of Instruction | Turkish | ||||
| Work Placement(s) | None | ||||
| Objectives of the Course | |||||
| Introduces students to the fundamentals of Integrated Marketing Communications (IMC). Students learn and apply theIMC planning process and examine the role of integration to ensure consistency of creative strategy and complementary use of traditional and digital media. | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | can define basic concepts of integrated marketing communications |
PO-1 Have a deeper understanding of tourism and its related fields. PO-6 Understand, critically evaluate and apply key business principles to run both national and international tourism operations. |
Examination Presentation |
| LO-2 | can explain characteristics and reasons generating integrated marketing communications |
PO-1 Have a deeper understanding of tourism and its related fields. PO-4 Plan, conduct, evaluate and report a study using scientific research methods. PO-6 Understand, critically evaluate and apply key business principles to run both national and international tourism operations. |
Examination Presentation |
| LO-3 | can deal the planning process of integrated marketing communication in a comparative and analytic way. |
PO-1 Have a deeper understanding of tourism and its related fields. PO-3 Develop creative and practical solutions for contemporary issues in the tourism industry. PO-7 Develop and apply competitive strategies relevant to tourism management. PO-8 Conduct a study on issues which necessitates expertise in the field of tourism both independently and with others. |
Examination Presentation |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
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| Course Contents | ||
| Definition and characteristics of integrated marketing communication, historical development of the concept and reasons generating integrated marketing communication, planning process and models are the main topics to be covered. | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Examining the definition and context of integrated marketing communication | lecturing and class discussions |
| 2 | discussions on the promotion mix applications in terms of integrated marketing communications | lecturing and class discussions |
| 3 | student presentations | lecturing and class discussions |
| 4 | Student presentations | lecturing and class discussions |
| 5 | discussions on the marketing mix elements in terms of integrated marketing communications | lecturing and class discussions |
| 6 | Student presentations | lecturing and class discussions |
| 7 | Student presentations | lecturing and class discussions |
| 8 | mid-term exam | |
| 9 | Discussions on the other marketing communication tools: direct marketing, internet marketing, sponsorship. | lecturing and class discussions |
| 10 | Student presentations | lecturing and class discussions |
| 11 | Student presentations | lecturing and class discussions |
| 12 | Discussions on the other marketing communication tools: brand management and brand positioning, cause related marketing, trade shows and exibitions | lecturing and class discussions |
| 13 | Student presentations | lecturing and class discussions |
| 14 | Discussions on the planning process and organization of the IMC | lecturing and class discussions |
| 15 | Student presentations | lecturing and class discussions |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| Required Course instruments and materials | ||
| Assessment Methods | |||
| Type of Assessment | Week | Hours | Weight(%) |
| mid-term exam | 8 | 1 | 40 |
| Other assessment methods | |||
| 1.Oral Examination | |||
| 2.Quiz | |||
| 3.Laboratory exam | |||
| 4.Presentation | |||
| 5.Report | |||
| 6.Workshop | |||
| 7.Performance Project | |||
| 8.Term Paper | |||
| 9.Project | |||
| final exam | 16 | 2 | 60 |
| Student Work Load | |||
| Type of Work | Weekly Hours | Number of Weeks | Work Load |
| Weekly Course Hours (Theoretical+Practice) | 3 | 14 | 42 |
| Outside Class | |||
| a) Reading | 3 | 14 | 42 |
| b) Search in internet/Library | 3 | 14 | 42 |
| c) Performance Project | 0 | ||
| d) Prepare a workshop/Presentation/Report | 0 | ||
| e) Term paper/Project | 4 | 8 | 32 |
| Oral Examination | 0 | ||
| Quiz | 0 | ||
| Laboratory exam | 0 | ||
| Own study for mid-term exam | 1 | 6 | 6 |
| mid-term exam | 1 | 1 | 1 |
| Own study for final exam | 1 | 6 | 6 |
| final exam | 2 | 1 | 2 |
| 0 | |||
| 0 | |||
| Total work load; | 173 | ||