International Marketing

Content

Objective

The aim of this course is to teach the basic principles and strategies of international marketing management. In this context, it is aimed for students to understand and analyze global environmental factors, to develop market entry strategies and to plan policies and strategies by analyzing the marketing mix elements for international markets.

Course Content

Week 1. Globalization

Week 2. Globalization

Week 3. Economic and financial environment

Week 4. Cultural, legal and political environment

Week 5. Global marketing research, global segmentation and positioning

Week 6. Global marketing strategies

Week 7. Market entry

Week 8. Midterm Exam

Week 9. Product development

Week 10. Pricing

Week 11. Sales

Week 12. Communication, distribution

Week 13. Developing/emerging markets

Week 14. Import, export

Course Learning Outcomes

1. To be able to understand the theoretical foundations and mechanisms of international marketing management.
2. To be able to interpret the developments related to international marketing management.
3. To be able to evaluate practices related to international marketing mix.
4. To be able to define principles and practices related to international marketing.
5. To be able to interpret international marketing practices within the framework of academic foundations.

References

Masaaki Kotabe ve Kristiaan Helsen, “Global Marketing Management”, 4th edition, USA: John Wiley and Sons Inc.

Weekly Contents

Assessment System