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MAN 434

Integrated Marketing Communications

This course is about how firms orchestrate the full mix of promotional tools, advertising, PR, sponsorships, direct and digital channels, so that every customer touchpoint tells one coherent strategic story rather than a set of disconnected messages. Most of the semester revolves around a term project where you act as the planner: diagnosing a brand's situation, defining objectives and audiences, picking media, and arguing for how you'd measure whether the campaign actually worked. It sits on top of the introductory marketing core and is where the consumer-behavior and segmentation ideas you've already met get translated into the budgeting, creative, and channel decisions that real marketing roles deal with day to day.

Kredi3ECTS5FakülteFaculty of Business AdministrationBölümManagementÖn koşulMAN 335KoordinatörOnur Osmanoğlu

→ STARS müfredatı (resmi syllabus)

Haftalık müfredat 14 hafta

Hafta 114–20 Eyl

Giriş ve integrated marketing communications

Introduction/Course Overview & Integrated Marketing Communications

integrated marketing communicationscourse overview

Hafta 221–27 Eyl

IMC programında situation analysis

IMC Program Situation Analysis

IMCsituation analysis

Hafta 328 Eyl – 4 Eki

İletişim sürecinin analizi

Analyzing the Communication Process

communication process

Hafta 45–11 Eki

Yaratıcı strateji (creative strategy)

Creative Strategy

creative strategy

Hafta 512–18 Eki

Media planning ve strateji

Media Planning & Strategy

media planningmedia strategy

Hafta 619–25 Eki

Reklamda Medya Seçimi

Advertising Media Selection

advertising mediamedya seçimi

Hafta 726 Eki – 1 Kas

Direct marketing

Hafta 82–8 Kas

Digital marketing ve sosyal medya

Digital Marketing & Social Media

digital marketingsocial media

Hafta 99–15 Kas

Satış tutundurma (sales promotion)

Sales Promotion

sales promotion

Hafta 1016–22 Kas

Public relations ve sponsorship

Public Relations & Sponsorship

public relationssponsorship

Hafta 1123–29 Kas

Promotional program etkinliğinin ölçülmesi

Measuring the Effectiveness of the Promotional Program

promotional programeffectiveness measurement

Hafta 1230 Kas – 6 Ara

IMC etiği ve program değerlendirmesi

IMC Ethics / Evaluating an Integrated Marketing Program

IMCetikintegrated marketing program evaluation

Hafta 137–13 Ara

Proje sunumları (project presentations)

Project Presentations

proje sunumu

Hafta 1414–20 Ara

Proje sunumları (project presentations)

Project Presentations

proje sunumu

Değerlendirme 30% · 1 adım

30%

Term project Group project 30%

en büyük tek kalem %30 · 17 dönem ortalaması 2.68 (1130 öğrenci) nasıl hesaplanıyor

Önerilen kaynaklar 1 kitap

📕

Zorunlu

Advertising and Promotion

Belch & Belch, 13

McGraw Hill

Bu dersi alınca · 8 öğrenme çıktısı

Understand the consumer’s perspective including the consumer decision making process and how marketing communications influence this process.Midterm:Essay/written Final:Essay/written Quiz
Understand the different types of communication tools and how they are combined into an integrated communications campaign.Group project, Midterm:Essay/written Final:Essay/written Quiz
Analyse the key drivers for successful marketing communications programs.Midterm:Essay/written Final:Essay/written In-class participation
Critically evaluate various media channels and identify their uses, benefits, and drawbacks.Midterm:Essay/written Final:Essay/written Quiz
Apply specific tools and approaches to evaluate the effectiveness of communication campaigns from the business, regulatory, social & ethical points of view.Midterm:Essay/written Final:Essay/written In-class participation
Get familiar with the advertising industry and the structure and functions of the organizations involved.Midterm:Essay/written Final:Essay/written Quiz In-class participation
Design an effective marketing communication campaign; learn how to write a client brief, strategy report, media planning report; and identify the strengths and weaknesses of alternative strategies.In-class participation
Promote critical and analytical thinking, enhance decision-making and communication skills (vocally, visually, and written) and encourage students to get practical with their creative skills.Group project, Midterm:Essay/written Final:Essay/written

Bilkent'in resmî syllabus'ünden. Sağdaki etiket o çıktının hangi değerlendirmeyle ölçüldüğünü söylüyor.

Ders notları · henüz yok

MAN 434 için defter ekibi henüz not yazmadı.

İlk dosyayı sen atarsan: not, slayt, geçmiş sınav, çözüm, cheat-sheet, ne varsa. defter ekibi öğrenci paylaşımlarından bu dersin notlarını yazar. Drive linki / PDF / ZIP, hepsi olur.

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Geçmiş GPA dağılımı 17 dönem · ort. 2.68

Dönem	Course CPA
2025-2026 Fall	2.61	1 sec · 47 öğr
2024-2025 Fall	2.57	1 sec · 52 öğr
2024-2025 Spring	2.65	1 sec · 63 öğr
2023-2024 Fall	2.52	1 sec · 60 öğr
2020-2021 Spring	2.88	2 sec · 71 öğr
2019-2020 Spring	2.55	2 sec · 79 öğr
2018-2019 Spring	2.77	2 sec · 100 öğr
2017-2018 Spring	2.76	1 sec · 44 öğr
2016-2017 Spring	2.72	2 sec · 77 öğr
2015-2016 Spring	2.42	2 sec · 98 öğr

Aggregate course GPA · Bilkent STARS'tan public data. Hoca-bazlı per-section detayı için STARS evaluation report →. Öğrenci anket cevapları KVKK kapsamında defter'de tutulmaz. Tüm derslerin ortalamaları →

Bu dönem · 2026-2027 Güz · 1 şube · 50 kontenjan

haftada 3 saat ders

Haftalık ızgarada 4 saat görünüyor, kayıt sistemi dersi 3 saat yazıyor. Aradaki 1 saat yedek saat: Bilkent programlarında derse genelde bir fazla saat ayrılır ve çoğu zaman kullanılmaz. Hangisinin düşeceği dönem başlayınca belli olur.

Onur Osmanoğlu

Pzt15:30–17:20MA-301Per10:30–12:20MA-301

kişilik

programıma ekle → CGPA'ya ekle kayıt tarihleri

Genelde sadece baharSon yıllarda 26 kez bahar döneminde açılmış, 4 kez güz.

⚠️ FZ engelleyen şartlar

Course Learning Outcomes: Course Learning Outcome Assessment Understand the consumer’s perspective including the consumer decision making process and how marketing communications influence this process. Midterm:Essay/written Final:Essay/written Quiz Understand the different types of communication tools and how they are combined into an integrated communications campaign. Group project Midterm:Essay/written Final:Essay/written Quiz Analyse the key drivers for successful marketing communications p

Hocalar 1 bu dönem · 7 geçmiş

Bu dönem (2026-2027 Fall) · 1 section

Onur Osmanoğlu

Geçmişte ders veren (7 kişi)

Melis Ceylan, Barış Erman Depecik, Ece Yılmaz Kozlu, Ayşe Özlem Sandıkcı Türkdoğan, Mara Alexander, Musa Pınar, Güliz Ger