| BUSINESS ADMINISTRATION | |||||
| 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 | Spring | 3 | 0 | 3 | 6 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Departmental Elective |
| Course Level: | Bachelor |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. İPEK ALTINBAŞAK FARİNA |
| Course Lecturer(s): |
Prof. Dr. İPEK ALTINBAŞAK FARİNA |
| 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: | 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 |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | 5 | % 5 |
| Homework Assignments | 5 | % 10 |
| Presentation | 2 | % 10 |
| Project | 1 | % 25 |
| Seminar | % 0 | |
| Midterms | 1 | % 20 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 25 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 15 | 44 | |
| Laboratory | |||
| Application | |||
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | |||
| Presentations / Seminar | 10 | 10 | |
| Project | |||
| Homework Assignments | |||
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | |||
| Paper Submission | |||
| Jury | |||
| Final | 14 | 51 | |
| Total Workload | 105 | ||
| 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 | |
| 2) | Having problem solving skills and developing necessary analytical attitude | |
| 3) | Comprehending theoretical arguments along with counter arguments in detail | |
| 4) | Gaining awareness of lifelong learning and being qualified for pursuing graduate education | |
| 5) | Applying theoretical concepts in project planning | |
| 6) | Communicating efficiently by accepting differences and carrying out compatible teamwork | |
| 7) | Increasing efficiency rate in business environment | |
| 8) | Developing innovative and creative solutions in face of uncertainty | |
| 9) | Researching to gather information for understanding current threats and opportunities in business | |
| 10) | Being aware of the effects of globalization on society and business while deciding | |
| 11) | Possessing digital competence and utilizing necessary technology | |
| 12) | Communicating in at least one foreign language in academic and daily life | |
| 13) | Possessing managing skills and competence | |
| 14) | Deciding with the awareness of the legal and ethical consequences of business operations | |
| 15) | Expressing opinions that are built through critical thinking process in business and academic environment |