COURSE UNIT TITLE

Offered By

International Business and Trade (English)

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ÖZGE ÖZGEN

Offered to

International Trade and Business (English)
International Business and Trade (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

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

IBS 2001 - INTERNATIONAL MARKETING MANAGEMENT

Recomended Optional Programme Components

None

Course Contents

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

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

Contribution of Learning Outcomes to Programme Outcomes