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.
Warren J. Keegan, Mark C. Green, Global Marketing, Pearson, 7. Edition, 2012.
Ilan Alon, Eugene Jaffe, Global Marketing, McGraw-Hill Irwin, 1. Edition, 2013.
Other Sources
Cases, newspapers, 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
Final
Final
16. Week
Final
Final
17. Week
Final
Final
Assessments
Evaluation tools
Quantity
Weight(%)
Homework / Term Projects / Presentations
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 English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Learning the macroenvironmental factors that affect international marketing decisions
LO-2
Learning the importance of international marketing research and its steps
LO-3
Learning market segmentation, target marketing and positioning within the frame of international marketing
LO-4
Knowledge of international market entry strategies
LO-5
Formation of maketing mix elements and learning the factors that cause adaptation or standardization
LO-6
Learning the effect of digitai era on international trade
LO-7
Ethics, social responsibility in international marketing
