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
Uluslararası ticaret ve finansman alanında teorik bilgileri tanımlar.
X
2
Uluslararası ticaret ve finansman alanında gerekli matematiksel ve istatistiki yöntemleri anlatır.
3
Uluslararası ticaret ve finansman alanında gerekli en az bir bilgisayar programı kullanır.
4
Uluslararası ticaret ve finansman alanında gerekli olan mesleki yabancı dil yeterliliğini gösterir.
5
Uluslararası ticaret ve finansman alanında projeler hazırlar ve takım çalışmalarını yönetir.
6
Mesleki alanda yaşam boyu öğrenmenin gerekliliği bilinciyle bilim ve teknolojideki gelişmeleri izleyerek kendini sürekli yenileyip edindiği bilgi ve becerileri eleştirel olarak değerlendirir.
X
7
Uluslararası ticaret ve finansman alanında teorik ve uygulamaya yönelik bilgileri kullanır
X
8
En az A1 düzeyinde bir yabancı dili kullanarak güncel teknolojileri takip eder, sözlü / yazılı iletişim kurar
9
Örgüt / kurumsal, iş ve toplumsal etik değerlerini benimser ve kullanır.
10
Topluma hizmet duyarlılığı çerçevesinde, sosyal sorumluluk ilkelerini benimser ve gerektiğinde inisiyatif alır.
11
Disiplinler arası çalışmalar yürütebilmek için farklı disiplinlerde (ekonomi, finans, sosyoloji, hukuk, işletme) temel bilgileri ve verileri analiz ederek alanında kullanır.
X
12
Öğrenciler, küresel ticaret, ihracat-ithalat işlemleri, gümrük işlemleri ve dış ticaretin finansmanı alanlarında uzmanlık elde eder.
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
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)
Assist.Prof. Fatma Betül ORTAKÖY
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
Uluslararası ticaret ve finansman alanında teorik bilgileri tanımlar.
X
2
Uluslararası ticaret ve finansman alanında gerekli matematiksel ve istatistiki yöntemleri anlatır.
3
Uluslararası ticaret ve finansman alanında gerekli en az bir bilgisayar programı kullanır.
4
Uluslararası ticaret ve finansman alanında gerekli olan mesleki yabancı dil yeterliliğini gösterir.
5
Uluslararası ticaret ve finansman alanında projeler hazırlar ve takım çalışmalarını yönetir.
6
Mesleki alanda yaşam boyu öğrenmenin gerekliliği bilinciyle bilim ve teknolojideki gelişmeleri izleyerek kendini sürekli yenileyip edindiği bilgi ve becerileri eleştirel olarak değerlendirir.
X
7
Uluslararası ticaret ve finansman alanında teorik ve uygulamaya yönelik bilgileri kullanır
X
8
En az A1 düzeyinde bir yabancı dili kullanarak güncel teknolojileri takip eder, sözlü / yazılı iletişim kurar
9
Örgüt / kurumsal, iş ve toplumsal etik değerlerini benimser ve kullanır.
10
Topluma hizmet duyarlılığı çerçevesinde, sosyal sorumluluk ilkelerini benimser ve gerektiğinde inisiyatif alır.
11
Disiplinler arası çalışmalar yürütebilmek için farklı disiplinlerde (ekonomi, finans, sosyoloji, hukuk, işletme) temel bilgileri ve verileri analiz ederek alanında kullanır.
X
12
Öğrenciler, küresel ticaret, ihracat-ithalat işlemleri, gümrük işlemleri ve dış ticaretin finansmanı alanlarında uzmanlık elde eder.
