Gediz University

Course Description Form

INTM 339 INTEGRATED MARKETING COMMUNICATIONS

Semester Term Theoretical Practical Credit ECTS

Fall 5 3 0 3 5

Type Of Course Area Elective Course

Level Of Course Bachelor's Degree(First Cycle)

Language Of Instruction English

Mode Of Delivery Face To Face

Prerequisites and co-requisites -

Course Coordinator Yrd.Doç.Dr. Emine Tuğba KOCABIYIK E-Mail tugba.kocabiyik@gediz.edu.tr

Course Instructors

Assis.Prof. Emine Tuğba KOCABIYIK E-Mail tugba.kocabiyik@gediz.edu.tr

This course aims to blend advertising, promotions, and marketing communications together in order to

Aim Of Course provide students the information they need to understand the process and benefits of successful IMC

campaigns from an integrated approach.

Course Content

Understanding integrated marketing communication

Learning Outcomes Of The Course

Upon successful completion of this course, the enrolled students will be gaining the following knowledge, skills and competences:

- Explains advertising and promotions through the lens of integrated marketing communications.

- Evaluates various media channels through their uses, benefits and drawbacks.

- Understands branding and how brands are perpetuated

- Plans an integrated marketing campaign to achieve measurable objectives.

COURSE SOURCES / MATERIALS

Required Course Reading(s)or Material(s)

Kenneth E. Clow and Donald E. Baack, Integrated Advertising, Promotion, and Marketing Communications, 6/E, Prentice Hall, 2014.

PLANNED LEARNING ACTIVITIES and TEACHING METHODS

Week Topics Preliminary Preparation Activities and Teaching Methods

1 Integrated Marketing Clow & Baack: Chapter 1 Lecture

Communications
2 Corporate image and brand Clow & Baack: Chapter 2 Lecture
management
3 Buyer Behaviors Clow & Baack: Chapter 3 Lecture
4 The IMC Planning Process Clow & Baack: Chapter 4 Lecture
5 Advertising Management Clow & Baack: Chapter 5 Lecture
6 Advertising design: theoretical Clow & Baack: Chapter 6 Lecture
frameworks and types of
appeals
7 Advertising design: message Clow & Baack: Chapter 7 Lecture
strategies and executional
frameworks
8 Midterm Examination Preparation for exam Exam
9 Traditional media channels Clow & Baack: Chapter 8 Lecture
10 Digital marketing Clow & Baack: Chapter 9 Lecture
11 Alternative marketing Clow & Baack: Chapter 10 Lectur
12 Database and direct response Clow & Baack: Chapter 11 Lecture
marketing and personal
selling
13 Sales promotions Clow & Baack: Chapter 12 Lecture
14 Public relations and Clow & Baack: Chapter 13 Lecture
sponsorship programs
15 Evaluating an integrated Clow & Baack: Chapter 15 Lecture
marketing communications
program
16 Final Exam Preparation for exam Exam

ASSESSMENT METHODS and CRITERIA

Evaluation will be realized according to the Gediz University Associate/Undergraduate/Graduate Degree Education and Examination
Regulation and also the below given criteria.

Semester Activities/ Studies Number WEIGHT in %

Attendance (Including the exams total 16 Weeks) 3 42

Assignment (s) 3 15
 Presentation/ Seminar 1 20
Quiz 2 18
Mid-Term 1 25
Final 1 30
TOTAL 150
Percentage of the Semester Works(Including Mid-Term) 120
Percentage of the Final Exam 30
TOTAL 150

ECTS /STUDENT WORKLOAD FOR SUCCEESFUL COMPLETION OF THE COURSE

Activities Number Unit Total Workload

Course Teaching Hour (Including exam week) 14 3 42

Preliminary Preparation for the Course and Further Self- Study 14 2 28
Assignment (s) 1 10 10
Presentation/ Seminars 1 10 10
Mid- Term(s) 1 20 20
Final Examination/ Final Project/ Dissertation and Preparation 1 40 40
Total Workload 150
Total Workload / 30 5
ECTS 5

CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME OUTCOMES

# Programme Outcomes Level of Contribution (1- lowest/ 5- highest)

1 To define theories and concepts of International Trade and Marketing; XXXXX

2 To define policies, strategies and instruments of international trade in goods XXXXX
and services and marketing; in this respect, to recognise the legislation on
foreign trade and investment and the international legal framework that forms
a bases for this legislation;
3 To define basic concepts, theories and policies in economics, business XXXXX
administration and other related disciplines;
4 To recognise the framework of global, regional and bilateral economic, trade
and monetary relations;
5 To define knowledge of implementation with regards to foreign trade and
international investment procedures, financing, and marketing methodologies;

6 To define global, regional and national problems that may be caused by

international trade and marketing activities;
7 To identify individual and societal behavioural patterns and differences;
8 To define theories, technics and strategies of effective management and XXXXX
communications;
9 To evaluate and understand methods for the scientific production of
knowledge;
10 To conceptualise events and phenomenon in the field and to analyse with
scientific methods and technics by using original sources;
11 To interpret and evaluate micro and macro data on various issues and to
understand current developments;
 12 To identify issues, to follow innovation in the field, to develop and generate
proposals, solutions and new methods based on evidence and research;
13 To demonstrate independent individual responsibility in the execution of a task
at any stage (i.e. market research, import, export transactions, financing of
foreign trade, accounting in foreign trade, logistical planning, etc.); where
necessary to demonstrate ability to work as part of team in solving a problem
during the process of implementation;
14 To illustrate skills in planning and managing the activities required for the
development of employees working under her/his managerial responsibility;
Learning Competences:
15 To formulate and develop plans and strategies for adaptation to changing
conditions in the field and to be able to manage the necessary change and
transformation;
16 To inform and brief people and organisations about the developments in the XXXXX
professional field of international trade and marketing; to restate and describe
ideas and solution proposals in a verbal, written and visual way;
17 To identify the accurate method to be employed by using knowledge and XXXXX
communication skills acquired on different cultures and to establish the
required of communication;
18 To effectively use two foreign languages, one of them being English, that has
become an indispensable condition of international trade and marketing
professions;
19 To develop a responsible attitude and approach recognising the global,
regional and national problems (environmental, cultural, social etc.) arising
from activities in international trade and marketing;
20 To comply with internationally accepted standards and quality; to demonstrate XXXXX
knowledge of ethical rules and behaviour and compliance with these; to
demonstrate attitude and approach that would strengthen the prestige of their
country at the international level.

ETHICAL RULES WITH REGARD TO THE COURSE

Professional behavior is expected throughout the class. Students, therefore, should refrain from distracting behavior such as arriving late,

leaving early, disruptive eating, using laptops to surf the Web or check e-mail and holding side conversations. All assignments must be

submitted at the specified day and time and late submissions will not be accepted. Instances of plagiarism ? in which students present

someone else?s work as their own, whether by downloading material from the Internet, copying passages from a book, or in some other way

without full attribution ? can have serious consequences.

PREPARED BY Yrd.Doç.Dr. Emine Tuğba KOCABIYIK

UPDATED 20.01.2014