Undergraduate
Faculty of Economic and Administrative Sciences
Business Administration
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International Marketing

Course CodeSemester Course Name LE/RC/LA Course Type Language of Instruction ECTS
ISL0039 International Marketing 2/0/0 DE Turkish 4
Course Goals
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) Achievement of Principles of Marketing course is suggested.
Corequisite(s) None
Special Requisite(s) None
Instructor(s) Assoc. Prof. Ceyda Aysuna Türkyılmaz, pınar sarp
Course Assistant(s) None
Schedule Friday 09.00-11.00
Office Hour(s) Firday 13.00-14.00
Teaching Methods and Techniques Lecture, cases, presentations, class discussions.
Principle Sources Mehmet Karafakioğlu, Uluslararası Pazarlama Yönetimi, Beta Yayınları, 7. Baskı, 2012.

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.
 
Other Sources 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 Mid-term exam Mid-term exam
8. Week Distribution channels in global marketing Lecture, examples, class discussion
9. Week Communication in global marketing: Advertising and public relations Lecture, examples, class discussion
10. Week Communication in global marketing: Sales promotions and personal selling Lecture, examples, class discussion
11. Week International market entry strategies I: Exporting and outsourcing Lecture, examples, class discussion
12. Week International market entry strategies I:Licensing,direct investment, strategic alliances Lecture, examples, class discussion
13. Week Student presentations Student presentations and discussions
14. Week Student presentations Student presentations and discussions
15. Week Final Exam Final Exam
16. Week Final Final
17. Week Final Final
Assessments
Evaluation tools Quantity Weight(%)
Midterm(s) 1 40
Final Exam 1 60


Program Outcomes
PO-1Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2Applies mathematical, scientific and social knowledge to business problems.
PO-3Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6Designs a business process in any functional stage that complies with identified objectives.
PO-7Develops effective business communication skills (written-verbal/formal-informal).
PO-8 Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9Acts with a sense of professional and ethical responsibility.
PO-10Improves effective verbal and written communication skills in Turkish, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1Students will learn how to get into international markets and how to be successful in international markets.
LO-2Students will learn how to conduct an international marketing research.
LO-3Students will learn the consumer behavior, social and cultural differences within the international arena.
LO-4 Students will learn international product policies.
LO-5Students will learn international product policies.
LO-6Students will gain knowledge in export and import strategies.
LO-7Students will learn international finance and payment methods as well as international pricing.
LO-8Students will learn how to prepare an international marketing plan.
Course Assessment Matrix:
Program Outcomes - Learning Outcomes Matrix
 PO 1PO 2PO 3PO 4PO 5PO 6PO 7PO 8PO 9PO 10
LO 1
LO 2
LO 3
LO 4
LO 5
LO 6
LO 7
LO 8