Faculty of Business and Management Sciences · Islamic Economics and Finance · Undergraduate
Course Objective
The objective of international marketing course is to equip students with the necessary knowledge and tools to develop marketing strategies for international markets in different cultural, political, legal and economic structures
Course Content
This course examines the world of international marketing, explaining what international marketing is, what its main goals and functions are. A wide variety of topics are covered, including but not limited to international trade environment, international market entry strategies, product, pricing, promotion, and distribution strategies in international arena.
Required Resources
Global Marketing (9th Edition) ISBN-13: 978-0134129945 Warren J. Keegan, Mark C. Green
Küresel Pazarlama (7. Basımdan Çeviri) ISBN-13: 978-605-320-043-7 Warren J. Keegan, Mark C. Green, Çeviri Editörü: Rezan Tatlıdil
Recommended Resources
Contemporary Challenges to International Business, 1st Edition, ISBN-13: 978-0230218451, edited by Kevin Ibeh.
International Marketing: Strategy and Theory, 6th Edition, ISBN-13: 978-1292016924, by Sak Onkvisit and John J. Shaw.
International Marketing, 19th Edition, ISBN-13: 978-1266148637, by Philip R. Cateora, Bruce Money, Mary C. Gilly, and John Graham.
Rules
To ensure a respectful and productive learning environment, all students are expected to adhere to the following guidelines:
1. Punctuality: Arrive on time and remain for the entire class session. Late arrivals and early departures disrupt the learning process.
2. Engagement: Actively participate in discussions and group activities. Stay attentive and refrain from distractions like non-course-related use of electronic devices.
3. Respect: Maintain a respectful tone when engaging with peers and the instructor. Disagree constructively and uphold a professional demeanor.
4. Preparation: Come to class prepared by completing assigned readings and tasks. Be ready to contribute meaningfully to discussions.
5. Integrity: Uphold academic honesty and follow all university policies regarding assignments, exams, and group work.
Failure to follow these guidelines disrupts the overall learning experience.
Course Learning Outcomes
- Demonstrate collaboration, leadership and presentation skills through teamwork in the context of international marketing.
- Analyze the ethical, social and environmental impacts of international marketing activities and develop sustainability-oriented strategies.
- Demonstrate an understanding of global marketing principles, including trade environments, segmentation, targeting, and positioning, to evaluate international market opportunities.
- Critically analyze global market entry strategies, sourcing decisions, and competitive advantage frameworks to formulate actionable international business strategies.
- Assess branding, product development, pricing, and distribution strategies to optimize market performance in diverse international contexts.
- Design integrated global marketing communication plans, including advertising, public relations, digital marketing, and sales promotions, to effectively engage international audiences.
Core Area Distribution
Teaching Methods
Assessment & Evaluation
ECTS / Workload
| Activity | Quantity | Duration (h) | Total Workload |
|---|---|---|---|
| Course Duration (Including Exam Week) | 16 | 3 | 48 |
| Out of Class Study Period | 16 | 3 | 48 |
| Midterm | 0 | 0 | 0 |
| Quiz | 0 | 0 | 0 |
| Assignment | 1 | 16 | 16 |
| Practice | 0 | 0 | 0 |
| Final | 1 | 16 | 16 |
Course Schedule
| Week | Subject | Preparation |
|---|---|---|
| 1 | Class Introduction, International Marketing Project Introduction | Reading course syllabus |
| 2 | Introduction to Global Marketing | Related Unit |
| 3 | Segmentation, Targeting, and Positioning | Related Unit |
| 4 | Importing, Exporting, and Sourcing | Related Unit |
| 5 | Global Market Entry Strategies | Related Unit |
| 6 | Strategic Elements of Competitive Advantage | Related Unit |
| 7 | Brand and Product Decisions | Related Unit |
| 8 | Recap | Recap |
| 9 | Midterm Exam | Midterm Exam |
| 10 | Brand and Product Decisions | Related Unit |
| 11 | Pricing Decisions | Related Unit |
| 12 | Global Marketing Channels and Physical Distribution | Related Unit |
| 13 | Global Marketing Communication: Advertising and Public Relations, Pers. Sell. | Related Unit |
| 14 | Global Marketing Communication: Sales Promotion and Direct and Digital Marketing | İlgili Ünite |
| 15 | Recap | Recap |
| 16 | Final Sınavı | Final Sınavı |