International Marketing(G441)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| G441 | International Marketing | 5 | 3 | 0 | 0 | 3 | 5 |
| Prerequisites | G342 |
| Admission Requirements | G342 |
| Language of Instruction | Turkish |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Ulun AKTURAN uakturan@gsu.edu.tr (Email) |
| Assistant | |
| 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. |
| 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. Entry modes 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 |
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. |
| Teaching and Learning Methods |
Weekly assigments 21 Şubat 1. Kotabe M.ve Helsen, K. “Global Marketing Management”, 5th edition, Ch1 2. Timur, N. ve Özmen, Alparslan “Stratejik Küresel Pazarlama”, Ch1 3. Donald C. Wellington Sourushe Zandvakili, (2004),"Globalization and inequality according to Veblen", International Journal of Social Economics, Vol. 31 Iss 11/12 pp. 1061 - 1070 28 Şubat 1. Kotabe M.; Helsen, K. “Global Marketing Management”, 5th edition, Ch2-3 2. Timur, N. ve Özmen, Alparslan “Stratejik Küresel Pazarlama”, Ch2-3 3. Ryszard Piasecki Miron Wolnicki, (2004),"The evolution of development economics and globalization", International Journal of Social Economics, Vol. 31 Iss 3 pp. 300 – 314 6 Mart 1. Kotabe M.; Helsen, K. “Global Marketing Management”, 5th edition, Ch4-5 2. Katsikeas, C., Leonidou, L., & Zeriti, A. (2019). Revisiting international marketing strategy in a digital era. International Marketing Review. 3. Victoria Miroshnik, (2002),"Culture and international management: a review", Journal of Management Development, Vol. 21 Iss 7 pp. 521-544 13 Mart 1. Kotabe M.; Helsen, K. “Global Marketing Management”, 5th edition, Ch6-7 2. Salah S. Hassan Stephen Craft, (2012),"Examining world market segmentation and brand positioning strategies", Journal of Consumer Marketing, Vol. 29 Iss 5 pp. 344 - 356 20 Mart 1. Kotabe M.; Helsen, K. “Global Marketing Management”, 5th edition, Ch8 2. Cleveland, M., & Bartsch, F. (2018). Global consumer culture: epistemology and ontology. International Marketing Review. Vol. 36 Iss 4 pp. 556-590 27 Mart 1. Kotabe M.; Helsen, K. “Global Marketing Management”, 5th edition, Ch9 2. Asseraf, Y., & Shoham, A. (2019). Crafting strategy for international marketing: outside-in or inside-out?. International Marketing Review. Vol. 36 Iss 6 pp. 859-885 10 Nisan 1. Kotabe M.; Helsen, K. “Global Marketing Management”, 5th edition, Ch10-11 2. Okazaki, S., Taylor, C. R., Vargas, P., & Henseler, J. (2019). Disasters, hope and globalization: exploring self-identification with global consumer culture in Japan. International marketing review. Vol. 36 Iss 5 pp. 726-747 17 Nisan 1. Kotabe M.; Helsen, K. “Global Marketing Management”, 5th edition, Ch12 2.Yair Holtzman Paul Nagel , (2014),"An introduction to transfer pricing", Journal of Management Development, Vol. 33 Iss 1 pp. 57 - 61 24 Nisan 1. Kotabe M.; Helsen, K. “Global Marketing Management”, 5th edition, Ch 14 8 Mayıs 1. Kotabe M.; Helsen, K. “Global Marketing Management”, 5th edition, Ch13 2. Richard Fletcher T.C. Melewar, (2002),"The complexities of communicating to customers in emerging markets", Journal of Communication Management, Vol. 6 Iss 1 pp. 9 - 23 10 Mayıs 1. Kotabe M.; Helsen, K. “Global Marketing Management”, 5th edition, Ch16 2. Hemais, M. W. (2019). Eurocentric influence on the Brazilian consumer defense code. Journal of Historical Research in Marketing. 15 Mayıs 1. Kotabe M.; Helsen, K. “Global Marketing Management”, 5th edition, Ch18 2. Paul, J. (2019). Marketing in emerging markets: a review, theoretical synthesis and extension. International Journal of Emerging Markets Vol. 11 Iss 2 pp. 203-226 |
| References |
• Masaaki Kotabe ve Kristiaan Helsen, (2008) “Global Marketing Management”, 4th edition, USA: John Wiley and Sons Inc • Timur, N. ve Özmen, Alparslan “Stratejik Küresel Pazarlama |
Theory Topics
| 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 Development |
| 10 | Pricing Policies |
| 11 | Sales Management |
| 12 | Communication and Distribution |
| 13 | Developing/emerging markets |
| 14 | Import export |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 60 |
| Contribution of final exam to overall grade | 1 | 40 |
| Toplam | 2 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 1 | 30 |
| 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 |
| Toplam | 3 | 80 |
| 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 | ||||
| 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 | ||