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)
Course Code Course Name…
Corequisite(s)
Course Code Course Name…
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)
Lecturer Dr. Meri Taksi Deveciyan
Course Assistant(s)
Schedule
The course will not be held this semester.
Office Hour(s)
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.
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction to international marketing
Lecture, examples, class discussion
2. Week
Economic environment in international marketing
Lecture, examples, class discussion
3. Week
Trade environment in international marketing
Lecture, examples, class discussion
4. Week
Socio-cultural environment in international marketing
Lecture, examples, class discussion
5. Week
Political-legal environment in international marketing
Lecture, examples, class discussion
6. Week
Global information systems and marketing research
Lecture, examples, class discussion
7. Week
Global segmentation, targeting and positioning
Lecture, examples, class discussion
8. Week
Midterm
Exam
9. Week
International market entry strategies I: Exporting and outsourcing
Lecture, examples, class discussion
10. Week
International market entry strategies I:Licensing,direct investment, strategic alliances
Lecture, examples, class discussion
11. Week
Product and brand decisions in global markets
Lecture, examples, class discussion
12. Week
Pricing in global marketing
Lecture, examples, class discussion
13. Week
Distribution channels in global marketing
Lecture, examples, class discussion
14. Week
Communication in global marketing: Advertising and public relations
Lecture, examples, class discussion
15. Week
Communication in global marketing: Sales promotions and personal selling
Lecture, examples, class discussion
16. Week
International marketing in the digital era, ethics and CSR
Lecture, examples, class discussion
17. Week
Final Exam Week
Lecture, examples, class discussion
Assessments
Evaluation tools
Quantity
Weight(%)
Program Outcomes
PO-1
OP-1. Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary.
PO-2
OP-2. Analyses basic concepts and data related to International Trade and Economics by scientific methods, interprets those with analytically, and evaluates those with regard to economic issues.
PO-3
OP-3. Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms.
PO-4
OP-4. Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data.
PO-5
OP-5. Inspects how public and private sector enterprises engaged in trade activities operates in practice, and evaluates the continuities and the dynamism in these sectors.
PO-6
OP-6. Defines and tracks local, regional (such as European Union or Middle East) and global issues from the point of political economics, and relates these issues to each other.
PO-7
OP-7. Possesses sufficient knowledge in other disciplines related to International Trade (such as Economics, Finance, International Business and Law), and reports this information.
PO-8
OP-8. Follows publications and research in International Trade, Globalisation and Financial Systems in the English language, and communicates with his/her colleagues internationally.
PO-9
OP-9. Uses a second language (Russian, Chinese, etc.) at the intermediate level.
PO-10
OP-10. Possesses ethical principles and scientific values in collection, interpretation and release of data.
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
