COURSE UNIT TITLE

: INTERNATIONAL MARKETING COMMUNICATIONS

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

ASSOCIATE PROFESSOR ÖZGE ÖZGEN

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 Integrated Marketing Communication
2 Integrated Marketing Communication
3 BUSINESS TO BUSINESS BUYER BEHAVIOR
4 Advertising Design, Traditional Media Channels Digital and Mobile Marketing
5 Sales Promotions in International Context
6 Sales Promotions in International Context - Implementation Week
7 Public Relations in International Context
8 Personal Selling in International Context
9 Trade Show Participation Planning
10 Trade Show Participation Planning
11 Guest Speaker Presentation
12 Presentations
13 Presentations
14 General Review

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 ASS Assignment
3 TP TermProject
4 BNS BNS MT * 0.30 + ASS * 0.30 + TP * 0.40


*** 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.

IN THIS COURSE, THERE WILL BE 1 CASE STUDY AND 1 TERM PROJECT.
The TERM PROJECT will be in the form of group work (2 students in a group).
The following scale will be used for the assessment of all criteria. The criteria are also presented below the scale with point values.
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

Case Study Assessment (30% of overall grade)

Understanding the context: Identify the problem or situation in the given text/case clearly. (30 points)
Terminology usage: Used the appropriate terminology given in the course related to the topic of the assignment (20 points)
Discussion abilities based on given questions/objectives: Discuss the current situation with its advantages and disadvantages, the critical importance of current implementation for international marketers and if necessary, suggest alternative solutions. (40 points)
Academic writing skills: Correct APA format of citations in paper; correct APA format for bibliography, complete source information; format of the text: single spaced text, proper headings and margins, justified text and professional outlook. (10 points)

TERM PROJECT ASSESSMENT (40% of overall grade)
Seting Clear Objectives and Identifying the Target Audiences 10 Points
HR Planning & Training of On-the-Ground Team 10 Points
Travel Details 10 Points
Design Your Exhibit Around Your Goals 20 Points
Attract & Engage 10 Points
Draft a Budget 10 Points
Follow-Up Strategy 10 Points

Presentations 20 Points
Presentations will be graded according to following criteria
Knowledge of content / Organization of content -25 points
Design of visuals / Professional outlook - 25 points
Language clarity / Grammatical correctness -10 points
Time management / Eye contact/Audience engagement -10 points
Role Playing 30 Points


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 0 0
Lectures 14 2,5 42
Design Project 0 0 0
Preparing presentations 0 0 0
Preparing assignments 2 25 50
Preparations before/after weekly lectures 14 1 14
Preparation for midterm exam 1 15 15
Project Assignment 2 1,5 4
Midterm 1 1,5 2
TOTAL WORKLOAD (hours) 127

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