BA5713 PROMOTION MANAGEMENT
| Course Code: | 3125713 |
| METU Credit (Theoretical-Laboratory hours/week): | 3 (3.00 - 0.00) |
| ECTS Credit: | 8.0 |
| Department: | Business Administration |
| Language of Instruction: | English |
| Level of Study: | Graduate |
| Course Coordinator: | Assoc.Prof.Dr. ÇAĞRI TOPAL |
| Offered Semester: | Fall Semesters. |
Course Objectives
This course focuses on the importance of Integrated Marketing Communication tools-including advertising, personal selling, public relations and other categories of Promotion within the Marketing Mix as well as the execution of the campaigns using these tools. The target customer and other stakeholders are placed in the center of the course while giving the theoretical and practical background of the related concepts. The traditional and emerging forms of IMC is included within the context of the course, especially social media and digital forms of communication as well as traditional promotional tools. Upon completing this course, students are expected to understand the concept and processes of (1) the buyers behavior and reaction to communications attempts of marketers in relation to corporate image and brand management, (2) IMC Planning Process (3) designing and executing advertising campaigns (4) media tools including traditional and emerging media, such as Personal Selling, Sales Promotions, Public Relations, Sponsorship programs and other related tools of IMC (5) IMC ethics, regulations and evaluation of IMC programs (6) recent applications and developments in marketing communications due to the digital revolution, and (7) developing a promotional plan for a company.
Course Content
The course builds on the basic knowledge of marketing and focuses on the design and management of the promotion mix, assumes an integrated marketing communications perspective and covers advertising, sales promotion, personal selling, direct marketing, publicity, and public relations. Cases, practical application assignments, and term projects are employed to emphasize applications.
Course Learning Outcomes
Upon successful completion of this course, students should be able to:
Course Specific Skills:
1. Understand nature of advertising, promotion, and other forms of integrated marketing communications.
2. Understand strategy development and application phases of different forms of IMC
3. Understand media tools, usage, and evaluations in marketing communications processes.
4. Learn how to develop a promotional plan for a company
Discipline Specific Skills:
5. Understand customer reactions to marketing communications
6. Knowledge about brand building and management using marketing communications
7. Understand the rapid changes in the field due to the digital revolution.
8. Learn the relationship between IMC and Marketing Mix
9. Be sensitized to the various perspectives of the new business environment: ethical, social, political, legal, economic, global and environmental. Personal and
Key Skills:
10. Critical thinking
11. Teamwork
12. Presentation
Program Outcomes Matrix
| Level of Contribution | |||||
| # | Program Outcomes | 0 | 1 | 2 | 3 |
| 1 | They attain advanced level of knowledge in the functional areas of business administration such as strategic management, marketing, accounting, finance, organization management, human resources, and operations management. | ✔ | |||
| 2 | They are capable of synthesizing the knowledge that they attained in the area of business administration with the knowledge base that they developed in their undergraduate specialisms. | ✔ | |||
| 3 | They are capable of identifying and analyzing legal, environmental and social factors, which influence the basic functional areas of the business administration. | ✔ | |||
| 4 | They understand and implement rational, systematic and scientific approaches effectively in problem solving and decision-making processes. | ✔ | |||
| 5 | They are capable of applying, analyzing, synthesizing and evaluating the knowledge they developed in diverse fields efficiently. | ✔ | |||
| 6 | They are capable of transferring information by using efficient verbal and written communication techniques. | ✔ | |||
| 7 | They are capable of performing professional communication effectively also in English. | ✔ | |||
| 8 | They know methods of performing efficient teamwork. | ✔ | |||
| 9 | They are capable of understanding and synthesizing academic and scientific research in their areas and able to transform such research into useful knowledge. | ✔ | |||
| 10 | They have competence in all of the stages of scientific research and processes. | ✔ | |||
| 11 | They are knowledgeable in the areas of professional ethics and responsibility. | ✔ | |||
| 12 | They are capable of utilizing their knowledge and skills efficiently in global and multicultural contexts. | ✔ | |||
| 13 | They are knowledgeable in the issues of environment, social responsibility, social justice, quality and cultural values. | ✔ | |||
| 14 | They have a creative, innovative and critical perspective. | ✔ | |||
0: No Contribution 1: Little Contribution 2: Partial Contribution 3: Full Contribution