International Marketing
uakturan@gsu.edu.tr
Content
Objective
This course aims to teach the fundamental principles and strategies of international marketing management.
Course Content
Week 1. Introduction to International Marketing
Week 2. Introduction to International Marketing/ Economic Environment/
Week 3. Financial Environment/ Cultural Environment/
Week 4. Politic-Legal Environment/ International Marketing Research
Week 5. International Marketing Strategies
International Segmentation and Positioning
Week 6. Mid-term Exam
Week 7. Entry Modes
Week 8. Product Management
Product Development
Week 9. Pricing Policies
Sales Management
Week 10. Promotion
Week 11. Export and Import
Week 12. Presentation
Week 13. Presentation
Week 14. Presentation
Course Learning Outcomes
5. 1. Students will be able to evaluate environmental factors which are effective in international marketing.
2. Students will be able to manage researches which determine the opportunities in international marketing.
3. Students will be able to make competition analyze in international markets.
4. Students will be able to develop international market entry strategies.
5. Students will be able to make analyze about international market entry strategies.
References
• Masaaki Kotabe ve Kristiaan Helsen, (2008) “Global Marketing Management”, 4th edition, USA: John Wiley and Sons Inc
Weekly Contents
| Week | Weekly Contents |
|---|---|
| 1 | . Introduction to International Marketing |
| 2 | . Introduction to International Marketing |
| 3 | Economic Environment/Financial Environment |
| 4 | Cultural Environment/ Politic-Legal Environment |
| 5 | International Marketing Research International Segmentation and Positioning |
| 6 | . International Marketing Strategies |
| 7 | Mid-term Exam |
| 8 | Entry Modes |
| 9 | Product Management Product Development |
| 10 | Pricing Policies Sales Management |
| 11 | Promotion |
| 12 | Logistics and Distribution |
| 13 | Presentation |
| 14 | Presentation |
Assessment System
| Activities | Number | Contribution |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 50 |
| Contribution of final exam to overall grade | 1 | 50 |
| Total | 2 | 100 |
| Activities | Number | Contribution |
|---|---|---|
| Assignments | 1 | 20 |
| Presentation | 1 | 20 |
| Midterm Examinations (including preparation) | 1 | 30 |
| Project | 0 | 0 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 0 |
| Total | 3 | 70 |
Relation of Proficiency
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | The acquisition of high-level knowledge of the functions of production management and marketing, management, accounting and finance; the skill of using this knowledge. | X | ||||
| 2 | The acquisition of basic conceptual knowledge about scientific fields related to professional life, such as law, economics, sociology, psychology, social psychology and quantitative methods. | X | ||||
| 3 | The ability to work effectively in a team; the ability to pass on knowledge to other members of the team. | X | ||||
| 4 | The competence to use his/her knowledge on the field, to analyze and interpret the data obtained, to identify the problems encountered, to provide appropriate solutions and scientifically defend these solution suggestions when necessary. | X | ||||
| 5 | The competence to determine the aims and objectives of the company or institution in which he/she is employed by taking into account the needs, the competitive dynamics of the market and by calculating the risks incurred; the ability to engage in entrepreneurship and establish and manage a business. | X | ||||
| 6 | Awareness of constantly updating his/her professional knowledge and skills; the ability to adapt to change and innovation; the competence to evaluate critically the information he/she has acquired. | X | ||||
| 7 | Basic knowledge of information and communication technologies required for professional life; the ability to use core office programs at an advanced level; expertise in data processing and report writing in the IT environment. | X | ||||
| 8 | Ability to follow current information in his/her field in both English and French and to communicate in writing and verbally with stakeholders in both languages. | X | ||||
| 9 | The ability to conduct researches and studies taking into account the market, dynamics of competition, organizational and global factors and scientific methods; contribute to projects, take responsibility in projects, display competence to make innovative and effective decisions. | X | ||||
| 10 | Ability to develop strategies, find creative solutions to management problems by building relations with other areas of the social sciences and take the responsibility of these decisions. | X | ||||
| 11 | Consciousness of taking into account ethical values, when making decisions and being involved in business life. | X | ||||
| 12 | Awareness of the impact of practices related to his/her field on the global and social dimensions (universality of social rights, social justice, cultural values, environmental problems, sustainability, etc.) and their legal consequences. | X | ||||
ECTS
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 3 | 42 |
| Working Hours out of Class | 12 | 3 | 36 |
| Presentation | 1 | 14 | 14 |
| Midterm Examinations (including preparation) | 1 | 14 | 14 |
| Final Examinations (including preparation) | 1 | 15 | 15 |
| Total Workload | 121 | ||
| Total Workload / 25 | 4.84 | ||
| Credits ECTS | 5 | ||