| STRATEGIC MARKETING AND BRAND MANAGEMENT (TURKISH, NON-THESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ISL5296 | Global Marketing | Fall | 3 | 0 | 3 | 7 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | Tr |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Assist. Prof. TUĞCAN DEMİR |
| Course Objectives: | The objective of this course is to enable students to analyze global marketing strategies, evaluate marketing environments in different countries, and develop international marketing plans. Students will gain the ability to understand the opportunities and threats faced by multinational companies and formulate effective strategies in the global competitive landscape. |
|
The students who have succeeded in this course; Upon successful completion of this course, students will be able to: Define key concepts and strategies in global marketing. Analyze the international marketing environment. Evaluate the impact of cultural differences on marketing decisions. Develop appropriate market entry strategies (exporting, partnerships, FDI, etc.). Make global product, pricing, distribution, and promotion decisions. Propose strategies to gain competitive advantage in international markets |
| Keegan, W. J., & Green, M. C. (2020). Global Marketing (9th Edition). Pearson. |
| Week | Subject | Related Preparation | |
| 1) | Concept and Importance of Global Marketing | ||
| 2) | International Marketing Environment (economic, cultural, political, and technological factors) | ||
| 3) | Market Research and Target Market Selection | ||
| 4) | Market Entry Strategies in International Markets | ||
| 5) | Managing Cultural Differences | ||
| 6) | Global Product Strategies | ||
| 7) | MIDTERM | ||
| 8) | International Distribution Channels | ||
| 9) | Promotion and Brand Management | ||
| 10) | Role of Digital Marketing and E-Commerce | ||
| 11) | Pricing Policies | ||
| 12) | Ethics, Sustainability, and Social Responsibility | ||
| 13) | Case Studies and Practical Examples | ||
| 14) | PRESENTATION | ||
| 15) | |||
| Course Notes: | Keegan, W. J., & Green, M. C. (2020). Global Marketing (9th Edition). Pearson. |
| References: | Czinkota, M. R., Ronkainen, I. A., & Zvobgo, G. (2021). International Marketing (11th Edition). Cengage Learning. Hollensen, S. (2019). Global Marketing (8th Edition). Pearson. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | % 0 | |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | % 0 | |
| Project | 1 | % 25 |
| Seminar | % 0 | |
| Midterms | 1 | % 25 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 50 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 25 | |
| PERCENTAGE OF FINAL WORK | % 75 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 13 | 3 | 39 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Special Course Internship (Work Placement) | 0 | 0 | 0 |
| Field Work | 1 | 2 | 2 |
| Study Hours Out of Class | 13 | 10 | 130 |
| Presentations / Seminar | 0 | 0 | 0 |
| Project | 1 | 25 | 25 |
| Homework Assignments | 0 | 0 | 0 |
| Quizzes | 0 | 0 | 0 |
| Preliminary Jury | 0 | 0 | 0 |
| Midterms | 0 | 0 | 0 |
| Paper Submission | 0 | 0 | 0 |
| Jury | 0 | 0 | 0 |
| Final | 1 | 2 | 2 |
| Total Workload | 198 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Being able to develop and deepen their knowledge in the same or a different field at the level of expertise, based on undergraduate level qualifications. | |
| 2) | To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field of marketing and branding. | |
| 3) | To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field of marketing and branding and to produce solutions by taking responsibility. | |
| 4) | To be able to critically evaluate the knowledge and skills acquired in the field of marketing and branding expertise and to direct their learning. | |
| 5) | To be able to systematically convey the current developments in the field of marketing and branding and their own studies to groups in and outside the field, in written, verbal and visual forms, by supporting them with quantitative and qualitative data. | |
| 6) | To be able to develop strategy, policy and implementation plans in the field of marketing and branidng and to evaluate the results obtained within the framework of quality processes. |