ADVERTISING
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
IB4632	International Business	Spring	3	0	3	7

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:	Non-Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Assoc. Prof. AYLA ESEN
Course Lecturer(s):	Assoc. Prof. AYLA ESEN
Recommended Optional Program Components:	None
Course Objectives:	In today’s competitive business environment where companies operate in a more integrated global economy, effective management of international operations stands as one of the key success factors. Even those entities who do not directly engage in international business are influenced by international events and by the business activities of their foreign competitors. Therefore, it is essential for any global player to develop a sound knowledge about the international business systems and dynamics of doing business abroad. For this end, this course provides students with basic knowledge regarding the economic, political, and cultural dimensions of international business and modes and strategies of foreign market entry. Major themes addressed include globalization, differences in the socio-economic, political, and cultural environments of international business, cross-national cooperation and agreements, methods of entering global markets and global strategies, and the organization/management of international business.

Learning Outcomes

The students who have succeeded in this course;
Upon successful completion of this course, students will be able to:
1. Discuss how globalization and international business affect each other.
2. Explain how the economic, political/legal, and cultural environments affect international business
operations.
3. Explain the basics of strategy and organization in an international firm.
4. Profile different types of entry modes and strategies firms use in international business.

Course Content

What is international business, globalization of markets and internationalization of the firm, the cultural environment of international business, political and legal systems in national environments, understanding emerging markets, strategy and organization in the international firm, exporting and global sourcing, FDI, collaborative ventures, licensing and franchising, marketing in the global firm, and a general overview of international business.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	1st Week: Course Introduction	Review syllabus on Itslearning
2)	2nd Week: Topic 1. What Is International Business?	Review textbook Chapter 1
3)	3rd Week: Topic 2. Globalization of Markets and Internationalization of the Firm	Review textbook Chapter 2
4)	4th Week: Topic 3.The Cultural Environment of International Business	Review textbook Chapter 3
5)	5th Week: Topic 4. Political and Legal Systems in National Environments	Review textbook Chapter 6
6)	6th Week: Topic 5. Understanding Emerging Markets	Review textbook Chapter 8
7)	7th Week:Topic 6. Strategy and Organization in the International Firm	Review textbook Chapter 12
8)	8th Week: Mid-term Exam	Review Chapters 1-5 to study for midterm exam
9)	9th Week:Spring Break Week (no class)
10)	10th Week: Topic 7. Exporting and Global Sourcing	Review textbook Chapter 13
11)	11th Week: Topic 8. FDI, Collaborative Ventures, Licencing, Franchising	Review textbook Chapters 14 and 15
12)	12th Week: Topic 9. Marketing in the Global Firm	Review textbook Chapter 16
13)	13th Week:Group Project Presentations	May 9, for Section 1 May 6, for Section 2
14)	14th Week: Group Project Presentations

Sources

Course Notes / Textbooks:	Global Business Today (2011) Charles W. L. Hill, 8th ed., McGraw-Hill.
References:	Textbook:  Cavusgil, S.T., Knight, G. and Reisenberger, J. (2020). International Business: The New Realities. 5th Edition. Pearson. Supplementary Material:  Daniels, J., Radebaugh, L.H. and Sullivan, D. (2019). International Business. 16th Edition. Pearson.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Project	1	% 20
Midterms	1	% 30
Final	1	% 50
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 30
PERCENTAGE OF FINAL WORK		% 70
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	18	5	90
Project	4	11	44
Midterms	1	3	3
Final	1	3	3
Total Workload			182

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)	To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.	2
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	2
3)	To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.	2
4)	To be able to analyze primary and secondary research data for a variety of products and services.	2
5)	To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.	2
6)	To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)	2
7)	To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.	3
8)	To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.	2
9)	To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.	2
10)	To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.	2
11)	To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)	2
12)	To be able to identify and meet the demands of learning requirements.	2
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	2