INTERNATIONAL TRADE AND BUSINESS
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Ders Genel Tanıtım Bilgileri

Course Code:

BA4848

Ders İsmi:

Global Marketing

Ders Yarıyılı:

Fall
Spring

Ders Kredileri:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

English

Ders Koşulu:

Ders İş Deneyimini Gerektiriyor mu?:

Type of course:

Departmental Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Prof. Dr. İPEK ALTINBAŞAK FARİNA

Course Lecturer(s):

Prof. Dr. İPEK ALTINBAŞAK FARİNA

Course Assistants:

Dersin Amaç ve İçeriği

Course Objectives:

As a result of globalization, the marketing environment is faced with new opportunities as well as new threats. The objective of the course is to introduce the participants with the topics related to global marketing in order to make them understand the issues to be considered by companies which are operating in international arena. The dynamic new economy of the 21st century changes the scope and the definition of the competition. Therefore, the necessity of understanding how the marketing strategies and practices are changing in international markets becomes crucial for the success of an international company.

Course Content:

The course will cover the basic marketing concepts such as segmentation, targeting, positioning, and competitive advantage always concentrating on the changing global marketing environment. Among the main topics to be covered are the global marketing environment, global information systems, global market entry strategies and the marketing mix elements emphasizing how they have to be managed in an international context. The concepts will be reinforced through case studies and in class discussions.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Ders Akış Planı

Week	Subject	Related Preparation
1)	Introduction to Global Marketing
2)	The Global Economic Environment
3)	Regional Market Characteristics and Preferential Trade Agreements
4)	Social and Cultural Environments
5)	The Political, Legal and Regulatory Environments of Global Marketing
6)	Global Information Systems and Market Research
7)	Segmentation, Targeting and Positioning Importing, Exporting and Sourcing
8)	Review
9)	Global Market Entry Strategies: Licensing, Investment and Strategic Alliances
10)	Brand and Product Decisions in Global Marketing
11)	Pricing Decisions
12)	Global Marketing Channels and Physical Distribution PROJECT PRESENTATIONS
13)	Global Marketing Communications PROJECT PRESENTATIONS
14)	Global Marketing Communications Decisions II: Sales Promotion, Personal Selling and Special Forms of Marketing Communication, Competition in Global Environment PROJECT PRESENTATIONS
14)

Sources

Course Notes / Textbooks:	Warren J. Keegan& Mark C.Green "Global Marketing" 6th Edition Pearson International Edition, 2011
References:	Svend Hollensen “Essentail of Global Marketing” 1st Edition Pearson Education Limited, 2008

Ders - Program Öğrenme Kazanım İlişkisi

Ders Öğrenme Kazanımları
Program Outcomes
1) Has theoretical and practical knowledge on management, business, trade, economy, entrepreneurship, innovation, sustainable development related to International Trade and Business and can use this information
2) Can collect data from different sources in the global business world and successfully apply research techniques, use information and communication technologies.
3) Can analyze opportunities and threats with strategic thinking skills by using different resources and channels in the ever-changing global business world.
4) Can communicate orally and in writing with a good knowledge of English grammar.
5) He / she can transfer the knowledge and skills he / she has acquired in the field to the relevant people in written and oral form and evaluate them critically.
6) Adopts the principles of business ethics with the awareness of professional responsibility and can apply these principles within the framework of legal rules in the field of global trade and business.
7) He / she can collaborate in and out of the field, take responsibility, respect cultural differences and have ethical values.
8) Has sufficient awareness of social rights, justice, cultural values, environmental awareness, occupational health and safety.
9) With the lifelong learning skill acquired, she/he can identify learning needs and improve herself/himself

Ders - Öğrenme Kazanımı İlişkisi

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Has theoretical and practical knowledge on management, business, trade, economy, entrepreneurship, innovation, sustainable development related to International Trade and Business and can use this information	3
2)	Can collect data from different sources in the global business world and successfully apply research techniques, use information and communication technologies.	3
3)	Can analyze opportunities and threats with strategic thinking skills by using different resources and channels in the ever-changing global business world.	4
4)	Can communicate orally and in writing with a good knowledge of English grammar.	2
5)	He / she can transfer the knowledge and skills he / she has acquired in the field to the relevant people in written and oral form and evaluate them critically.	3
6)	Adopts the principles of business ethics with the awareness of professional responsibility and can apply these principles within the framework of legal rules in the field of global trade and business.	2
7)	He / she can collaborate in and out of the field, take responsibility, respect cultural differences and have ethical values.	3
8)	Has sufficient awareness of social rights, justice, cultural values, environmental awareness, occupational health and safety.	4
9)	With the lifelong learning skill acquired, she/he can identify learning needs and improve herself/himself	3

Öğrenme Etkinliği ve Öğretme Yöntemleri

Ölçme ve Değerlendirme Yöntemleri ve Kriterleri

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 5
Quizzes	5	% 5
Homework Assignments	5	% 10
Presentation	2	% 10
Project	1	% 25
Midterms	1	% 20
Final	1	% 25
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 75
PERCENTAGE OF FINAL WORK		% 25
Total		% 100

İş Yükü ve AKTS Kredisi Hesaplaması

Activities	Number of Activities	Workload
Course Hours	15	44
Presentations / Seminar	10	10
Final	14	51
Total Workload		105