This course aims the students to have an understanding over global environment and international marketing strategies and have a good command of marketing theories and practices in global terms.
Course Content
This course contains; Introduction to International Marketing,Globalization and Global Economy,International Marketing Environment,Culture and Ethics in International Markets,International Market Segmentation and Positioning,International Market Entry Strategies I,International Market Entry Strategies II,Product/Service Decisions in International Markets,Pricing Decisions in International Markets,Distibution Decisions in International Markets,Promotion in International Marketing I,Promotion in International Marketing II,Digital Evolution and International Marketing,Global Information Systems.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Will be able to learn and interpret the basic principles of International Marketing.
10, 12, 13, 16, 9
A
1.1. Explain the concept and scope of international marketing.
10, 12, 13, 16, 9
A
1.2. Explain the international marketing terminology.
10, 12, 13, 16, 9
A
1.3. Interpret the basic concepts of international marketing.
10, 12, 13, 16, 9
A
2. Will be able to give information about the international marketing environment.
10, 12, 13, 16, 9
A
2.1. Explain the micro environment.
10, 12, 13, 16, 9
A
2.2. Explain the micro environment.
10, 12, 13, 16, 9
A
2.3. Relate micro environment to macro environment and design strategies accordingly.
10, 12, 13, 16, 9
A
3. Will be able to explain international market entry strategies.
10, 12, 13, 16, 9
A
3.1 Explain the risks of each strategy.
10, 12, 13, 16, 9
A
3.2 Discuss the market entry barriers.
10, 12, 13, 16, 9
A
4. Will be able to interpret the 4p decisions in international markets.
10, 12, 13, 16, 9
A
4.1. Have a command of branding in international markets.
10, 12, 13, 16, 9
A
4.2. Explain adaptation and standardization strategies.
10, 12, 13, 16, 9
A
4.3. Have a command of distribution decisions in international markets.
10, 12, 13, 16, 9
A
4.4. Have a command of pricing decisions in international markets.
10, 12, 13, 16, 9
A
4.5. Have a command of promotion decisions in international markets.
10, 12, 13, 16, 9
A
5. Will be able to evaluate global information systems and marketing research issues together.
10, 12, 13, 16, 9
A
5.1. Explain global information systems.
10, 12, 13, 16, 9
A
5.2. Evaluate the subject of marketing research within the scope of international marketing.
10, 12, 13, 16, 9
A
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to International Marketing
2
Globalization and Global Economy
3
International Marketing Environment
4
Culture and Ethics in International Markets
5
International Market Segmentation and Positioning
6
International Market Entry Strategies I
7
International Market Entry Strategies II
8
Product/Service Decisions in International Markets
9
Pricing Decisions in International Markets
10
Distibution Decisions in International Markets
11
Promotion in International Marketing I
12
Promotion in International Marketing II
13
Digital Evolution and International Marketing
14
Global Information Systems
Resources
1. Global Marketing. 8th Edition, Pearson, 2019, Mark Green, Warren Keegan
2. Global Marketing, 8th edition, Pearson, 2020, Svend Hollensen
3. International Marketing and Export Management, 8th edition, Pearson, 2016, Gerald Albaum, Alexander Josiassen, Edwin Duerr
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Defines the theoretical issues in the field of International Trade and Finance (ITF).
X
2
Describes the necessary quantitative and statistical methods in the field of ITF.
3
Uses at least one computer program in the field of ITF.
4
Sustains proficiency in a foreign language required in ITF.
5
Prepares trade and finance projects and leads teams.
X
6
Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.
X
7
Uses theoretical and practical expertise in the field of ITF.
X
8
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills.
9
Adopts organizational / institutional and social ethical values.
X
10
Within the framework of community involvement, adopts social responsibility principles and takes initiative when necessary.
X
11
Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Gains expertise in global trade, export and import transactions, customs clearance and financing of foreign trade.
X
Assessment Methods
Contribution Level
Absolute Evaluation
Rate of Midterm Exam to Success
50
Rate of Final Exam to Success
50
Total
100
ECTS / Workload Table
Activities
Number of
Duration(Hour)
Total Workload(Hour)
Course Hours
14
3
42
Guided Problem Solving
14
3
42
Resolution of Homework Problems and Submission as a Report
1
1
1
Term Project
1
30
30
Presentation of Project / Seminar
0
0
0
Quiz
2
1
2
Midterm Exam
1
16
16
General Exam
1
30
30
Performance Task, Maintenance Plan
0
0
0
Total Workload(Hour)
163
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(163/30)
5
ECTS of the course: 30 hours of work is counted as 1 ECTS credit.
Detail Informations of the Course
Course Description
Course
Code
Semester
T+P (Hour)
Credit
ECTS
INTERNATIONAL MARKETING
-
Spring Semester
3+0
3
5
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of Course
Turkish
Course Level
First Cycle (Bachelor's Degree)
Course Type
Required
Course Coordinator
Assist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)
Assoc.Prof. Murat DÜZGÜN
Assistant(s)
ASSOC.PROF.DR.AYŞEN AKYÜZ
Aim
This course aims the students to have an understanding over global environment and international marketing strategies and have a good command of marketing theories and practices in global terms.
Course Content
This course contains; Introduction to International Marketing,Globalization and Global Economy,International Marketing Environment,Culture and Ethics in International Markets,International Market Segmentation and Positioning,International Market Entry Strategies I,International Market Entry Strategies II,Product/Service Decisions in International Markets,Pricing Decisions in International Markets,Distibution Decisions in International Markets,Promotion in International Marketing I,Promotion in International Marketing II,Digital Evolution and International Marketing,Global Information Systems.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Will be able to learn and interpret the basic principles of International Marketing.
10, 12, 13, 16, 9
A
1.1. Explain the concept and scope of international marketing.
10, 12, 13, 16, 9
A
1.2. Explain the international marketing terminology.
10, 12, 13, 16, 9
A
1.3. Interpret the basic concepts of international marketing.
10, 12, 13, 16, 9
A
2. Will be able to give information about the international marketing environment.
10, 12, 13, 16, 9
A
2.1. Explain the micro environment.
10, 12, 13, 16, 9
A
2.2. Explain the micro environment.
10, 12, 13, 16, 9
A
2.3. Relate micro environment to macro environment and design strategies accordingly.
10, 12, 13, 16, 9
A
3. Will be able to explain international market entry strategies.
10, 12, 13, 16, 9
A
3.1 Explain the risks of each strategy.
10, 12, 13, 16, 9
A
3.2 Discuss the market entry barriers.
10, 12, 13, 16, 9
A
4. Will be able to interpret the 4p decisions in international markets.
10, 12, 13, 16, 9
A
4.1. Have a command of branding in international markets.
10, 12, 13, 16, 9
A
4.2. Explain adaptation and standardization strategies.
10, 12, 13, 16, 9
A
4.3. Have a command of distribution decisions in international markets.
10, 12, 13, 16, 9
A
4.4. Have a command of pricing decisions in international markets.
10, 12, 13, 16, 9
A
4.5. Have a command of promotion decisions in international markets.
10, 12, 13, 16, 9
A
5. Will be able to evaluate global information systems and marketing research issues together.
10, 12, 13, 16, 9
A
5.1. Explain global information systems.
10, 12, 13, 16, 9
A
5.2. Evaluate the subject of marketing research within the scope of international marketing.
10, 12, 13, 16, 9
A
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to International Marketing
2
Globalization and Global Economy
3
International Marketing Environment
4
Culture and Ethics in International Markets
5
International Market Segmentation and Positioning
6
International Market Entry Strategies I
7
International Market Entry Strategies II
8
Product/Service Decisions in International Markets
9
Pricing Decisions in International Markets
10
Distibution Decisions in International Markets
11
Promotion in International Marketing I
12
Promotion in International Marketing II
13
Digital Evolution and International Marketing
14
Global Information Systems
Resources
1. Global Marketing. 8th Edition, Pearson, 2019, Mark Green, Warren Keegan
2. Global Marketing, 8th edition, Pearson, 2020, Svend Hollensen
3. International Marketing and Export Management, 8th edition, Pearson, 2016, Gerald Albaum, Alexander Josiassen, Edwin Duerr
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Defines the theoretical issues in the field of International Trade and Finance (ITF).
X
2
Describes the necessary quantitative and statistical methods in the field of ITF.
3
Uses at least one computer program in the field of ITF.
4
Sustains proficiency in a foreign language required in ITF.
5
Prepares trade and finance projects and leads teams.
X
6
Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.
X
7
Uses theoretical and practical expertise in the field of ITF.
X
8
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills.
9
Adopts organizational / institutional and social ethical values.
X
10
Within the framework of community involvement, adopts social responsibility principles and takes initiative when necessary.
X
11
Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Gains expertise in global trade, export and import transactions, customs clearance and financing of foreign trade.
