BUSINESS ADMINISTRATION
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
BA4848	Global Marketing	Fall Spring	3	0	3	6

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	English
Type of course:	Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Prof. Dr. İPEK ALTINBAŞAK FARİNA
Course Lecturer(s):	Prof. Dr. İPEK ALTINBAŞAK FARİNA
Recommended Optional Program Components:	None
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.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course;
1. Understand the global marketing management orientations and the global marketing environment covering the economic, political, cultural, technological, natural factors of a country in order to detect opportunities and threats for a global marketer
2. Develop skills related to information collection, analysis of the data related to the competitive environment and offering sound marketing strategies which are expected to be succesful at a global scale.
3-. Learn about the global segmentation and positioning strategies so as effective marketing strategies can be designed for different markets.
4. are able to design a marketing mix which will be successful at a global level
5. can detect the peculiarities of the global competitive environment and internalize the process of designing effective competitive strategies

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.

Weekly Detailed Course Contents

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

Evaluation System

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		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

ECTS / Workload Table

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

Contribution of Learning Outcomes to Programme Outcomes

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

	Program Outcomes	Level of Contribution
1)	Being able to identify problems and ask right questions	4
2)	Having problem solving skills and developing necessary analytical attitude	4
3)	Comprehending theoretical arguments along with counter arguments in detail	4
4)	Gaining awareness of lifelong learning and being qualified for pursuing graduate education	4
5)	Applying theoretical concepts in project planning	4
6)	Communicating efficiently by accepting differences and carrying out compatible teamwork	3
7)	Increasing efficiency rate in business environment	2
8)	Developing innovative and creative solutions in face of uncertainty	4
9)	Researching to gather information for understanding current threats and opportunities in business	5
10)	Being aware of the effects of globalization on society and business while deciding	5
11)	Possessing digital competence and utilizing necessary technology	3
12)	Communicating in at least one foreign language in academic and daily life	4
13)	Possessing managing skills and competence	2
14)	Deciding with the awareness of the legal and ethical consequences of business operations	2
15)	Expressing opinions that are built through critical thinking process in business and academic environment	4