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PhD	TR-NQF-HE: Level 8	QF-EHEA: Third Cycle	EQF-LLL: Level 8

Course Introduction and Application Information

Course Code:

ISL6116

Course Name:

Global Marketing Strategies

Semester:

Spring

Course Credits:

ECTS

Language of instruction:

Turkish

Course Condition:

Does the Course Require Work Experience?:

Type of course:

Departmental Elective

Course Level:

PhD

TR-NQF-HE:8. Master`s Degree

QF-EHEA:Third Cycle

EQF-LLL:8. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator:

Dr. Öğr. Üy. ALPASLAN KELLECİ

Course Lecturer(s):

Alpaslan Kelleci, Faculty Member, PhD

Course Assistants:

Course Objective and Content

Course Objectives:

Global Marketing Strategies is an advanced course focusing on international marketing strategy and operations. The course aims to provide students with an understanding of: fundamental issues in international marketing, managerial decision-making in a complex international market environment, and international trade theory and global trading systems.

Course Content:

It is natural that marketing practices vary from country to country and that culture, economic and social conditions, and social infrastructure are different. These differences mean that a successful marketing approach in one country will not automatically work in another. Customer preferences, competition, distribution channels and communication environments vary. Global marketing requires marketers to act globally and locally at the same time, responding to the similarities and differences in various markets. An important task in global marketing is to recognize the extent to which marketing plans and programs can be standardized around the world as well as the extent to which they need to be adapted. The decision to enter markets outside the home country depends on the firm's resources, managerial attitudes, and the nature and extent of opportunities and threats. This gives rise to important themes in international marketing: market entry, partnership and strategic alliances, cross-border management, gray markets - these are some of the key topics covered in this course.

Learning Outcomes

The students who have succeeded in this course;
1) Identifying and analyzing opportunities in international marketing environments
2) Using cases, readings and international business reports to evaluate organizational issues/opportunities in an international environment
3) Being able to prepare and present an international marketing plan after selecting, and researching new international markets to enter

Course Flow Plan

Week	Subject	Related Preparation
1)	Course Introduction
2)	Consequences of Globalization
3)	Economic Challenges of Globalization
4)	Cultural Challenges of Globalization
5)	Tools For the Elaboration of a Global Marketing Strategy
6)	Global Market Segmentation & Positioning
7)	Development of a Global Marketing Strategy
8)	Analysis & Market Selection
9)	Global Entry Mode Strategies
10)	Operating Environment for Global Business
11)	Marketing Effectiveness: Metrics
12)	Marketing for the Base of the Pyramid
13)	Student Presentations
14)	Student Presentations

Sources

Course Notes / Textbooks:	Ders notları/Lecture notes
References:	Kotabe, M., & Helsen, K. (2011). Global Marketing Management (5th ed.) NJ: Wiley

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3
Program Outcomes
1) Developing current and advanced knowledge in the field based on master's qualifications at the level of expertise with original thought and/or research,
2) To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field.
3) To comprehend the interdisciplinary interaction that the field is related to.
4) To be able to interpret the knowledge gained in the field by integrating it with the knowledge from different disciplines.
5) Being able to contribute to the progress in the field by independently carrying out an original work that brings innovations to the field, develops a new idea, method, design and / or application or applies a known idea, method, design and / or application to a different field.
6) To be able to develop new thoughts and methods in the field by using high-level mental processes such as creative and critical thinking, problem solving and decision maki
7) To be able to expand the limits of knowledge in the field by publishing at least one scientific article related to the field in national and/or international refereed journals and/or by producing or interpreting an original work.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Developing current and advanced knowledge in the field based on master's qualifications at the level of expertise with original thought and/or research,
2)	To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field.
3)	To comprehend the interdisciplinary interaction that the field is related to.
4)	To be able to interpret the knowledge gained in the field by integrating it with the knowledge from different disciplines.
5)	Being able to contribute to the progress in the field by independently carrying out an original work that brings innovations to the field, develops a new idea, method, design and / or application or applies a known idea, method, design and / or application to a different field.
6)	To be able to develop new thoughts and methods in the field by using high-level mental processes such as creative and critical thinking, problem solving and decision maki
7)	To be able to expand the limits of knowledge in the field by publishing at least one scientific article related to the field in national and/or international refereed journals and/or by producing or interpreting an original work.

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 0
Homework Assignments	2	% 30
Presentation	1	% 30
Project	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 100
PERCENTAGE OF FINAL WORK		%
total		% 100

Workload and ECTS Credit Calculation

Activities	Number of Activities	Preparation for the Activity	Spent for the Activity Itself	Completing the Activity Requirements	Workload
Presentations / Seminar	1	60	1		61
Homework Assignments	2	30	1		62
Final	1	75	2		77
Total Workload					200