Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| INTERNATIONAL MARKETING | DŞT2232770 | Spring Semester | 2+0 | 2 | 4 |
| Course Program | Perşembe 14:30-15:15 Perşembe 15:30-16:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Short Cycle (Associate's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Fatma Betül ORTAKÖY |
| Name of Lecturer(s) | Assist.Prof. Fatma Betül ORTAKÖY |
| Assistant(s) | Asst. Prof. F. Betul Ortakoy |
| Aim | The main marketing concepts such as macro environmental factors affecting marketing strategies, marketing research, market segmentation, target marketing, positioning is discussed from an international marketing perspective. The introduction strategies to international markets, how marketing mix decisions are taken in international marketing are learned. |
| Course Content | This course contains; Introduction to International Marketing,International Economic, Political and Technological Environment,International Marketing Orientation,Product Decisions in International Marketing,Price Decisions in International Marketing I,Price Decisions in International Marketing II,Promotion Decisions in International Marketing I,Promotion Decisions in International Marketing II,Distribution Decisions in International Marketing I,Distribution Decisions in International Marketing II,New Approaches in International Marketing,Case Studies,Case Studies. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to understand the steps of international research planning by learning the importance of international marketing research. | 10, 13, 14, 16, 19, 4, 9 | A, E |
| 1.1 Learns macro-environmental factors affecting international marketing decisions. | 10, 13, 16, 9 | |
| 1.2 Learns micro factors affecting international marketing decisions. | 10, 13, 16, 9 | |
| 2. Will be able to understand of segmentation, target marketing and positioning in international markets. | 13, 9 | A |
| 2.1 Understands market research and market segments. | 10, 16, 9 | |
| 2.2 Learns the positioning strategies and implements them. | 10, 13, 16, 4, 9 | |
| 3. Will be able to have knowledge about international market entry strategies. | 13, 9 | A, E |
| 3.1 Chooses the correct marketing entry strategy according to the market and company needs. | 10, 13, 16, 4, 9 | |
| 3.2 Gives examples of companies which are applying different market entry strategies. | 10, 16, 9 | |
| 4. Will be able to have knowledge about effective factors in making adaptation and standardization decisions by learning marketing mix planning in international markets. | 13, 9 | A |
| 4.1 Learns and implements the concepts of marketing mix which are product, price, place, promotion. | 10, 13, 16, 4, 9 | |
| 4.2 Understands the importance of adaptation-standardization balance in new market entrance. | 10, 13, 16, 9 | |
| 5. Will be able to comprehend the effects of international commercialization in the digital age. | 10, 13, 16, 4, 9 | A |
| 5.1 Learns how to gain competitive advantage in international marketing through technology and alternative channels. | 10, 13, 16, 4, 9 | |
| 5.2 Understands the importance of updating the technologies of companies. | 10, 13, 16, 4, 9 | |
| 6. Will be able to associate international marketing, leadership, ethics and corporate social responsibility concepts. | 10, 16, 9 | A |
| 6.1 Be aware of the rules should be followed and the responsibilities towards societies of global companies. | 10, 13, 16, 9 | |
| 6.2 Gives examples to corporate social responsibility projects of international companies. | 10, 13, 16, 9 |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 4: Inquiry-Based Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to International Marketing | |
| 2 | International Economic, Political and Technological Environment | |
| 3 | International Marketing Orientation | |
| 4 | Product Decisions in International Marketing | |
| 5 | Price Decisions in International Marketing I | |
| 6 | Price Decisions in International Marketing II | |
| 7 | Promotion Decisions in International Marketing I | |
| 8 | Promotion Decisions in International Marketing II | |
| 9 | Distribution Decisions in International Marketing I | |
| 10 | Distribution Decisions in International Marketing II | |
| 11 | New Approaches in International Marketing | |
| 12 | Case Studies | |
| 13 | Case Studies |
| Resources |
| Presentation Documents |
| Global Marketing, Warren Keegan, Pearson |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Describe the basic concepts and applications of the Foreign Trade. | X | |||||
| 2 | Have a basic knowledge of export and customs regulations. | X | |||||
| 3 | Have information about the basic method used in accounting and its applications in the business world. | ||||||
| 4 | Recognize the marketing functions and its practices in business world, do market research and use marketing communication that they require. | X | |||||
| 5 | Have knowledge about international marketing strategies, international trade formations and international trade policies. | X | |||||
| 6 | Have knowledge of the logistics management associated with Foreign Trade. | X | |||||
| 7 | Have knowledge of Foreign Trade finance. | ||||||
| 8 | Have the basic knowledge of business administration and have the vision of international business system. | X | |||||
| 9 | Have the basic information about the law profession. | ||||||
| 10 | Apply the study area knowledge on the Foreign Trade in individual procedures. | X | |||||
| 11 | In the framework of lifelong learning attitude, be conscious of the need to adapt to changes in the industry. | X | |||||
| 12 | Use the knowledge and skills about the study field to inform related individuals, organizations and stakeholders. | X | |||||
| 13 | Carry out social responsibility projects related to study areas. | ||||||
| 14 | Implement code of ethics in customer relations and in communication with colleagues. | X | |||||
| 15 | Use the acquired knowledge about Foreign Trade effectively. | 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 | 2 | 28 | |||
| Guided Problem Solving | 4 | 4 | 16 | |||
| Resolution of Homework Problems and Submission as a Report | 3 | 3 | 9 | |||
| Term Project | 1 | 10 | 10 | |||
| Presentation of Project / Seminar | 1 | 1 | 1 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 7 | 2 | 14 | |||
| General Exam | 14 | 2 | 28 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 106 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(106/30) | 4 | |||||
| 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 | DŞT2232770 | Spring Semester | 2+0 | 2 | 4 |
| Course Program | Perşembe 14:30-15:15 Perşembe 15:30-16:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Short Cycle (Associate's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Fatma Betül ORTAKÖY |
| Name of Lecturer(s) | Assist.Prof. Fatma Betül ORTAKÖY |
| Assistant(s) | Asst. Prof. F. Betul Ortakoy |
| Aim | The main marketing concepts such as macro environmental factors affecting marketing strategies, marketing research, market segmentation, target marketing, positioning is discussed from an international marketing perspective. The introduction strategies to international markets, how marketing mix decisions are taken in international marketing are learned. |
| Course Content | This course contains; Introduction to International Marketing,International Economic, Political and Technological Environment,International Marketing Orientation,Product Decisions in International Marketing,Price Decisions in International Marketing I,Price Decisions in International Marketing II,Promotion Decisions in International Marketing I,Promotion Decisions in International Marketing II,Distribution Decisions in International Marketing I,Distribution Decisions in International Marketing II,New Approaches in International Marketing,Case Studies,Case Studies. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to understand the steps of international research planning by learning the importance of international marketing research. | 10, 13, 14, 16, 19, 4, 9 | A, E |
| 1.1 Learns macro-environmental factors affecting international marketing decisions. | 10, 13, 16, 9 | |
| 1.2 Learns micro factors affecting international marketing decisions. | 10, 13, 16, 9 | |
| 2. Will be able to understand of segmentation, target marketing and positioning in international markets. | 13, 9 | A |
| 2.1 Understands market research and market segments. | 10, 16, 9 | |
| 2.2 Learns the positioning strategies and implements them. | 10, 13, 16, 4, 9 | |
| 3. Will be able to have knowledge about international market entry strategies. | 13, 9 | A, E |
| 3.1 Chooses the correct marketing entry strategy according to the market and company needs. | 10, 13, 16, 4, 9 | |
| 3.2 Gives examples of companies which are applying different market entry strategies. | 10, 16, 9 | |
| 4. Will be able to have knowledge about effective factors in making adaptation and standardization decisions by learning marketing mix planning in international markets. | 13, 9 | A |
| 4.1 Learns and implements the concepts of marketing mix which are product, price, place, promotion. | 10, 13, 16, 4, 9 | |
| 4.2 Understands the importance of adaptation-standardization balance in new market entrance. | 10, 13, 16, 9 | |
| 5. Will be able to comprehend the effects of international commercialization in the digital age. | 10, 13, 16, 4, 9 | A |
| 5.1 Learns how to gain competitive advantage in international marketing through technology and alternative channels. | 10, 13, 16, 4, 9 | |
| 5.2 Understands the importance of updating the technologies of companies. | 10, 13, 16, 4, 9 | |
| 6. Will be able to associate international marketing, leadership, ethics and corporate social responsibility concepts. | 10, 16, 9 | A |
| 6.1 Be aware of the rules should be followed and the responsibilities towards societies of global companies. | 10, 13, 16, 9 | |
| 6.2 Gives examples to corporate social responsibility projects of international companies. | 10, 13, 16, 9 |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 4: Inquiry-Based Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to International Marketing | |
| 2 | International Economic, Political and Technological Environment | |
| 3 | International Marketing Orientation | |
| 4 | Product Decisions in International Marketing | |
| 5 | Price Decisions in International Marketing I | |
| 6 | Price Decisions in International Marketing II | |
| 7 | Promotion Decisions in International Marketing I | |
| 8 | Promotion Decisions in International Marketing II | |
| 9 | Distribution Decisions in International Marketing I | |
| 10 | Distribution Decisions in International Marketing II | |
| 11 | New Approaches in International Marketing | |
| 12 | Case Studies | |
| 13 | Case Studies |
| Resources |
| Presentation Documents |
| Global Marketing, Warren Keegan, Pearson |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Describe the basic concepts and applications of the Foreign Trade. | X | |||||
| 2 | Have a basic knowledge of export and customs regulations. | X | |||||
| 3 | Have information about the basic method used in accounting and its applications in the business world. | ||||||
| 4 | Recognize the marketing functions and its practices in business world, do market research and use marketing communication that they require. | X | |||||
| 5 | Have knowledge about international marketing strategies, international trade formations and international trade policies. | X | |||||
| 6 | Have knowledge of the logistics management associated with Foreign Trade. | X | |||||
| 7 | Have knowledge of Foreign Trade finance. | ||||||
| 8 | Have the basic knowledge of business administration and have the vision of international business system. | X | |||||
| 9 | Have the basic information about the law profession. | ||||||
| 10 | Apply the study area knowledge on the Foreign Trade in individual procedures. | X | |||||
| 11 | In the framework of lifelong learning attitude, be conscious of the need to adapt to changes in the industry. | X | |||||
| 12 | Use the knowledge and skills about the study field to inform related individuals, organizations and stakeholders. | X | |||||
| 13 | Carry out social responsibility projects related to study areas. | ||||||
| 14 | Implement code of ethics in customer relations and in communication with colleagues. | X | |||||
| 15 | Use the acquired knowledge about Foreign Trade effectively. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |