Assc. Prof.

Ceyda Aysuna Türkyılmaz

 Assc. Prof. Ceyda Aysuna
Türkyılmaz
Bachelor Degree
İstanbul University/ Business
Administration in English
Master Degree
Marmara University Production
Management &Marketing
PhD
Marmara Ün. Production Management
&Marketing
Academic Experinece: 2006 – Marmara
University (Marketing Department)
Courses Given:
Principles of Marketing / Marketing
Management
Brand Management
Consumer Behavior
Retailing
Marketing Research
Research Methodology
Sales Management
International Marketing
Multinational Marketing
Customer Relationship Management
Assc. Prof. Ceyda Aysuna
Türkyılmaz

https://www.facebook.com/ceyda.aysuna

https://www.instagram.com/ceydaaysuna/

https://twitter.com/ceydaaysuna (@ceydaaysuna)

Linkedin.com/in/ceyda-aysuna

Email: caysuna@marmara.edu.tr

Office No: 504

Office Hours: Monday 14:00- 16:00 / Wednesday 11.00- 15.00 / Friday
13.00- 14.30
 About The Course
Course Objective:

 Marketing Communications is a subject with much depth,

as it explores this one element of the marketing mix in
great detail.

 This course is aimed at giving the student a basic working

knowledge of the role of Marketing Communications
within the marketing process.

 Marketing communication mix will be analyzed in detail

and students will be able to learn how to use the
theoretical issues and apply them in professional business
lives.
Weekly Course Outline
Week Course Contents
1 Introduction to Marketing Communications and Promotional Marketing
2 Marketing Mix, Communication Mix and Their Relationships
3 Communication Process
4 Communication Models
5 The Changing Markering Communications Environment
6 Planing, Implementing and Controlling Communication Strategy
7 Integrated Marketing Communications
8 Mid-Term Exam
9 Advertising
10 Public Relations
11 Sales Promotions

12 Personal Selling

13 Direct Marketing

14 New Trends in Marketing Communications

15 New Trends in Marketing Communications
16 Final Exam
 Text Books
 Integrated Marketing Communications – David Pickton and
Amanda Broderick
 Marketing Communications - Chris Fill & Sarah Turnbull
 Marketing communications: A european perspective -
Patrick De Pelsmacker, Maggie Geuens, Joeri Van Den
Bergh,
 Integrated advertising, promotion, and marketing
communication – Kenneth Clow & Donald Baack
 About The Course
 Attendance (70%)
 Contributions & Discussions
 Communication wiht the class.
 Lecturer presentations – Text Copies
 Midterm Exam
 Final Exam and Term Project

Have a nice and a successful semester.Good Luck 

Any Questions
 COMMUNICATION
AND
MARKETING
COMMUNICATIONS

4.03.2022 9
 Communication Concept

It has another meaning as, sharing

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 Definition of
Communication
Communication is the;

Activity of conveying
information through the
exchange of thoughts,
messages or information as
by speech, visuals, signals,
writing or behavior.

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4.03.2022 12
 Communication Process

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 Elements in The
Communication Process
The sender; is the individual or
company that wants to send a message
to consumers or to other businesses.

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 Elements in The
Communication Process
The message; is the content of
communication and may contain verbal,
nonverbal or symbolic language.

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 Elements in The
Communication Process
 Encoding is the process of taking the
message and putting it into an ad, brochure,
or sales presentation

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 Elements in The
Communication Process

Medium or the
transmission device
is the television, the
paper on which the
brochure is printed, or
the salesperson at the
retail store.

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 Elements in The
Communication Process
 The receiver is the consumer or business
buyer who receive, decode and interpret the
message sent from the sender or the source.

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 Elements in The
Communication Process

Decoding is the
process of interpreting
the message.

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 Effective Communication

 Effective communication has taken

place if the message that is decoded is
the same as was encoded.

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 Effective Communication

For effective communication there are

two important issues:

 Feedback
 Noise

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 Effective Communication

Senders can obtain feedback from receivers and

use the information to start the process again
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Effective Communication

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 Examples of Communication Noise

Talking on the phone during a

commercial on television
Driving while listening to the radio
Looking at a beautiful model in a
magazine ad and ignoring the message
and brand
Scanning a newspaper for articles to read
Talking to a passenger as the car passes
billboards
 Examples of Communication Noise

Scrolling past Internet ads

without looking at them
Becoming annoyed by ads on
a social media site
Ignoring tweets on Twitter
because they are irrelevant
4.03.2022 26
 Types of Barriers in the
Communication Process

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 Types of Barriers in the
Communication Process

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 Types of Barriers in the
Communication Process

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 Types of Barriers in the
Communication Process

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 Some noises can be controlled but some
others can not be controlled by the sender or
receiver.

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