The course is designed to prepare students for the ever-changing environment of international trade. The course covers the evolving internationally competitive landscape that almost all firms and consumers find themselves acting in today. Consumers because they often make consumption choices where there are international options, and firms because they either compete internationally or have international competitors in their domestic market. This course takes an environmental and strategic approach to international/global marketing by outlining the major dimensions of the international/global business environment. It also provides a set of conceptual and analytical tools that prepare students to successfully apply the 4Ps when pursuing careers in global marketing or related areas.
Course Content
This course contains; General course overview and introduction,Introduction to Global Marketing ,The Global Economic Environment ,The Global Trade Environment ,Social and Cultural Environments ,The Political, Legal, and Regulatory Environments ,Importing, Exporting, and Sourcing ,Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances,Brand and Product Decisions in Global Marketing,Pricing Decisions ,Global Marketing Channels and Physical Distribution ,Global Marketing Communications Decisions ,Global Marketing Communications Decisions,Global Marketing and the Digital Revolution.
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. Know 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
General course overview and introduction
2
Introduction to Global Marketing
Chapter 1
3
The Global Economic Environment
Chapter 2
4
The Global Trade Environment
Chapter 3
5
Social and Cultural Environments
Chapter 4
6
The Political, Legal, and Regulatory Environments
Chapter 5
7
Importing, Exporting, and Sourcing
Chapter 8
8
Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
Chapter 9
9
Brand and Product Decisions in Global Marketing
Chapter 10
10
Pricing Decisions
Chapter 11
11
Global Marketing Channels and Physical Distribution
Chapter 12
12
Global Marketing Communications Decisions
Chapter 13
13
Global Marketing Communications Decisions
Chapter 14
14
Global Marketing and the Digital Revolution
Chapter 15
Resources
Mark C. Green and Warren J. Keegan, Global Marketing, Tenth Edition, Global Edition, 2020, Pearson
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 business administration
X
2
Describes the necessary qualitative and quantitative methods in the field of business and management.
X
3
Uses at least one computer program in the field of business and management
4
Sustains proficiency in a foreign language required for business and management.
5
Prepares managerial investment projects and work in a team.
X
6
Constantly renews himself / herself by following developments in business and management 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 business administration
X
8
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication.
9
Adopts organizational / institutional and social ethical values.
X
10
Within the framework of service responsiveness, adopts social responsibility principles and takes initiative when necessary.
11
Uses and analyses basic facts and data in different disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Uses and Analyses the fundamental and advanced techniques in the field to enhance business performance, productivity, sustainability,innovation and research, efficiency and effectiveness.
X
Assessment Methods
Contribution Level
Absolute Evaluation
Rate of Midterm Exam to Success
40
Rate of Final Exam to Success
60
Total
100
ECTS / Workload Table
Activities
Number of
Duration(Hour)
Total Workload(Hour)
Course Hours
14
3
42
Guided Problem Solving
3
3
9
Resolution of Homework Problems and Submission as a Report
3
3
9
Term Project
0
0
0
Presentation of Project / Seminar
0
0
0
Quiz
1
12
12
Midterm Exam
1
26
26
General Exam
1
38
38
Performance Task, Maintenance Plan
0
0
0
Total Workload(Hour)
136
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(136/30)
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
BUS2248930
Spring Semester
3+0
3
5
Course Program
Çarşamba 16:30-17:15
Çarşamba 17:30-18:15
Çarşamba 18:30-19:15
Cumartesi 16:30-17:15
Cumartesi 17:30-18:15
Cumartesi 18:30-19:15
Prerequisites Courses
Recommended Elective Courses
Language of Course
English
Course Level
First Cycle (Bachelor's Degree)
Course Type
Required
Course Coordinator
Assist.Prof. Burcu İNCİ
Name of Lecturer(s)
Assist.Prof. Burcu İNCİ
Assistant(s)
ASSIST. PROF. BURCU İNCİ
Aim
The course is designed to prepare students for the ever-changing environment of international trade. The course covers the evolving internationally competitive landscape that almost all firms and consumers find themselves acting in today. Consumers because they often make consumption choices where there are international options, and firms because they either compete internationally or have international competitors in their domestic market. This course takes an environmental and strategic approach to international/global marketing by outlining the major dimensions of the international/global business environment. It also provides a set of conceptual and analytical tools that prepare students to successfully apply the 4Ps when pursuing careers in global marketing or related areas.
Course Content
This course contains; General course overview and introduction,Introduction to Global Marketing ,The Global Economic Environment ,The Global Trade Environment ,Social and Cultural Environments ,The Political, Legal, and Regulatory Environments ,Importing, Exporting, and Sourcing ,Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances,Brand and Product Decisions in Global Marketing,Pricing Decisions ,Global Marketing Channels and Physical Distribution ,Global Marketing Communications Decisions ,Global Marketing Communications Decisions,Global Marketing and the Digital Revolution.
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. Know 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
General course overview and introduction
2
Introduction to Global Marketing
Chapter 1
3
The Global Economic Environment
Chapter 2
4
The Global Trade Environment
Chapter 3
5
Social and Cultural Environments
Chapter 4
6
The Political, Legal, and Regulatory Environments
Chapter 5
7
Importing, Exporting, and Sourcing
Chapter 8
8
Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
Chapter 9
9
Brand and Product Decisions in Global Marketing
Chapter 10
10
Pricing Decisions
Chapter 11
11
Global Marketing Channels and Physical Distribution
Chapter 12
12
Global Marketing Communications Decisions
Chapter 13
13
Global Marketing Communications Decisions
Chapter 14
14
Global Marketing and the Digital Revolution
Chapter 15
Resources
Mark C. Green and Warren J. Keegan, Global Marketing, Tenth Edition, Global Edition, 2020, Pearson
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 business administration
X
2
Describes the necessary qualitative and quantitative methods in the field of business and management.
X
3
Uses at least one computer program in the field of business and management
4
Sustains proficiency in a foreign language required for business and management.
5
Prepares managerial investment projects and work in a team.
X
6
Constantly renews himself / herself by following developments in business and management 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 business administration
X
8
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication.
9
Adopts organizational / institutional and social ethical values.
X
10
Within the framework of service responsiveness, adopts social responsibility principles and takes initiative when necessary.
11
Uses and analyses basic facts and data in different disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Uses and Analyses the fundamental and advanced techniques in the field to enhance business performance, productivity, sustainability,innovation and research, efficiency and effectiveness.
