| INTERNATIONAL TRADE AND BUSINESS | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| BA4848 | Global Marketing | Fall | 3 | 0 | 3 | 6 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| 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. |
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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 |
| 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. |
| 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) |
| 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 |
| 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 | |
| Activities | Number of Activities | Workload |
| Course Hours | 15 | 44 |
| Presentations / Seminar | 10 | 10 |
| Final | 14 | 51 |
| Total Workload | 105 | |
| 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 |