COURSE UNIT TITLE

: INTERNATIONAL MARKETING COMMUNICATIONS

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IBS 4157 INTERNATIONAL MARKETING COMMUNICATIONS ELECTIVE 3 0 0 5

Offered By

International Business and Trade

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

Offered to

International Business and Trade
International Trade and Business (English)

Course Objective

The course covers the all aspects of international marketing communication such as advertising, sales promotion, personal selling and publicity in designing communication programs. The aim of this course is analyzing the marketing communication with global marketing perspective and the course shows how the companies apply the integrated marketing communication tools when marketing the products/services overseas.

Learning Outcomes of the Course Unit

1   Sudents will be able to demonstrate that they understand and define the concepts of integrated marketing communication to recognize the role of integrated marketing communication in overall marketing decisions.
2   Students will be able demonstrate that they are aware of the legal constraints, linguistic and media limitations, and cultural diversity in the creation of international communication strategies to be sensitive to the environmental factors that affect the international marketing communication
3   Students will be able to demonstrate the framework that integrates the various aspects of managerial decision making related marketing communication strategy and tactics to be aware of how to generate integrated marketing communication plan
4   Students will be able to take individual responsibility and to manage the constraints in team studies to present their integrated marketing communication plan in oral and written manner
5   Students will be able to show that they understand the issues such as unfair or deceptive marketing communications, green marketing to appreciate the ethical issues in international marketing communications

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

IBS 2001 - INTERNATIONAL MARKETING MANAGEMENT

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Principles of Integrated Marketing Communication and Culture and Communication
2 Advertising Design and Culture
3 Advertising Design and Culture
4 IMPLEMENTATION WEEK 1
5 IMC Media Tools and Culture
6 IMC Media Tools and Culture
7 IMPLEMENTATION WEEK 2
8 Sales Promotions in international Marketing and Tradeshows
9 Personal Selling in international marketing
10 IMPLEMENTATION WEEK 3
11 Public Relations in International Marketing
12 IMPLEMENTATION WEEK 4

Recomended or Required Reading

De Mooij, M. (2010). Global Marketing and Advertising: Understanding Cultural Paradoxes
(3rd edition). Sage Publications. GMA
Clow, Kenneth E. & Baack, Donald (2014). Integrated Advertising, Promotion, and Marketing Communications. New Jersey: Pearson Prentice Hall.
Keegan, W. J. & Green, M. C. (2011). Global Marketing (6th edition). Prentice Hall. GM

Planned Learning Activities and Teaching Methods

Lecture, discussions, audio-visuals, self and group study.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MT Midterm
2 TP TermProject
3 FN Final
4 FCG FINAL COURSE GRADE MT * 0.40 +TP * 0.30 + FN * 0.30
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MT * 0.40 + TP * 0.30 + BUT * 0.30


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. The learner will clearly describe the integrated marketing communication process, concepts and strategies in midterm and final exams.
2. The learner will analyze and interpret the environmental factors which affect the international marketing communication decisions in self studies.
3. The learner will address the international marketing communication strategies executed by multinational profit or non-profit organizations by considering ethical issues in group studies.
4. The learner will apply effective oral and written presentation techniques.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. All assignments should be submitted on time. Otherwise will not be accepted.

Contact Details for the Lecturer(s)

ozge.ozgen@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Tutorials 12 1 12
Lectures 12 2 24
Design Project 1 20 20
Preparing presentations 0 0 0
Preparing assignments 0 0 0
Preparations before/after weekly lectures 12 3 36
Preparation for midterm exam 1 15 15
Project Assignment 4 1,5 8
Midterm 1 1,5 2
TOTAL WORKLOAD (hours) 117

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.15
LO.2424
LO.3332
LO.4435
LO.55

CONTACT INFORMATION
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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