Overview of marketing related concepts such as marketing research, market segmentation, market targeting and positioning within the frame of international marketing with a special emphasize on macroenvironmental factors. Learning international maket entry strategies and decision making on marketing mix elements for the internatonal markets.
Prerequisite(s)
Marketing achievment is suggested.
Corequisite(s)
none
Special Requisite(s)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
Instructor(s)
Assoc. Prof.Ceyda Aysuna Türkyılmaz
Course Assistant(s)
Schedule
This course was not opened in the 2022-2023 academic year...
Office Hour(s)
Wednesday, 10:00-12:00, 4A-07
Teaching Methods and Techniques
-Lecture, cases, presentations, class discussions.
Principle Sources
-Mehmet Karafakioğlu, Uluslararası Pazarlama Yönetimi, Beta Yayınları, 7. Baskı, 2012.
Other Sources
-Warren J. Keegan, Mark C. Green, Global Marketing, Pearson, 7. Edition, 2012.
Ilan Alon, Eugene Jaffe, Global Marketing, McGraw-Hill Irwin, 1. Edition, 2013.
Erdoğan Taşkın, Uluslararası Pazarlama, Türkmen Kitabevi, 1. Baskı, 2012.
Emrah Cengiz, Ercan Gegez, Müge Arslan, Serdar Pirtini, Mehmet Tığlı, Uluslararası Pazarlara Giriş Stratejileri, Der Yayınları, 2007.
Ercan Gegez, Müge Arslan, Emrah Cengiz, Mert Uydacı, Uluslararası Pazarlama Çevresi, Der Yayınları, 2003.
Newspapers and magazines.
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction to international marketing
Lecture, examples, class discussion
2. Week
Economic environment in international marketing, Trade environment in international marketing
Lecture, examples, class discussion
3. Week
Socio-cultural environment in international marketing, Political-legal environment in international marketing
Lecture, examples, class discussion
4. Week
Global information systems and marketing research, Global segmentation, targeting and positioning
Lecture, examples, class discussion
5. Week
Product and brand decisions in global markets
Lecture, examples, class discussion
6. Week
Pricing in global marketing
Lecture, examples, class discussion
7. Week
Distribution channels in global marketing
Lecture, examples, class discussion
8. Week
Communication in global marketing: Advertising and public relations
Lecture, examples, class discussion
9. Week
Communication in global marketing: Sales promotions and personal selling
Lecture, examples, class discussion
10. Week
International market entry strategies I: Exporting and outsourcing
Lecture, examples, class discussion
11. Week
International market entry strategies I:Licensing,direct investment, strategic alliances
Lecture, examples, class discussion
12. Week
Student presentations
Student presentations and discussions
13. Week
Student presentations
Student presentations and discussions
14. Week
Student presentations
Student presentations and discussions
15. Week
Student presentations
Student presentations and discussions
16. Week
General Review
Review
17. Week
Final
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Homework / Term Projects / Presentations
1
40
Final Exam
1
60
Program Outcomes
PO-1
Define the concept and types of entrepreneurship in historical development within the framework of entrepreneurship theory.
PO-2
Develop awareness about ways to improve personal and corporate innovation and creativity
PO-3
Distinguish the different aspects of SME management and its problems from SME management and its problems
PO-4
Design a business plan to start a new business
PO-5
Assess the institutionalization process of newly established businesses
PO-6
Employ the information and skill that is related to entrepreneurship in the career life and apply it to the workplace environment.
PO-7
Explain new business in social environment with social capital and communication competence
PO-8
Interpret knowledge of innovation and the importance of innovation that learned during education life with up-to-date information and adopt it to business life
PO-9
Identify how to reach entrepreneurship supports thanks to the basic and up-to-date information gained on entrepreneurship and estimates about the change and paradigm shifts in the entrepreneurship ecosystem.
PO-10
Compose the conceptual and cognitive knowledge with expert knowledge required by business life
Learning Outcomes
LO-1
Students will learn how to get into international markets and how to be successful in international markets.
LO-2
Students will learn how to conduct an international marketing research.
LO-3
Students will learn the consumer behavior, social and cultural differences within the international arena.
LO-4
Students will learn international product policies.
LO-5
Students will learn international product policies.
LO-6
Students will gain knowledge in export and import strategies.
LO-7
Students will learn international finance and payment methods as well as international pricing.
LO-8
Students will learn how to prepare an international marketing plan.
