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-1
Demonstrates 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-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates 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-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops 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-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in Turkish, and acquires competence in minimum one foreign language.
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.