ISTINYE UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| Business Administration (English) | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
Course Introduction and Application Information
| Course Code: | MNG019 | ||||
| Course Name: | International Marketing | ||||
| Semester: | Fall | ||||
| Course Credits: |
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| Language of instruction: | English | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Departmental Elective | ||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||
| Course Coordinator: | Prof. Dr. MİNE MUKADDES AFACAN FINDIKLI | ||||
| Course Lecturer(s): | |||||
| Course Assistants: |
Course Objective and Content
| Course Objectives: | To examine and interpret marketing concepts and theories in a global context; to analyze global markets; to gain knowledge on global marketing environment and strategies in order to apply product, pricing, communication and promotion decisions within global marketing environment. |
| Course Content: | Globalization, global marketing environment, global market entry and expansion strategies, strategic elements of competitive advantage, global segmentation, targeting and positioning, global product, price, distribution and promotion strategies. |
Learning Outcomes
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The students who have succeeded in this course;
1) The students who succeeded in this course will be able to define global marketing. 2) Explain global marketing environment. 3) Discuss global market entry and expansion strategies. 4) Describe global market segmentation, targeting and positioning. 5) Evaluate global product, price, distribution and promotion strategies. |
Course Flow Plan
| Week | Subject | Related Preparation |
| 1) | Introduction and Course Orientation; Introduction to Global Marketing | |
| 2) | Global Marketing Environment | |
| 3) | Global Marketing Environment (continued) | |
| 4) | Global Market Entry and Expansion Strategies | |
| 5) | Strategic Elements of Competitive Advantage; Case study | |
| 6) | Segmentation, Targeting, Positioning in International Markets | |
| 7) | MIDTERM | |
| 8) | Global Brand and Product Decisions | |
| 9) | Global Pricing Strategies | |
| 10) | Global Marketing Channels and Physical Distribution; Case study | |
| 11) | Global Marketing Communications | |
| 12) | Implementing and Managing Global Marketing Strategies | |
| 13) | Project Presentations | |
| 14) | Project Presentations | |
| 15) | Final Exam |
Sources
| Course Notes / Textbooks: | Global Marketing (2017), Warren J. Keegan and Mark C. Green, 9th ed., Pearson. |
| References: | International Marketing (2016), Philip R. Cateora, Mary C. Gilly, John L. Graham, R.Bruce Money, 17th ed., McGraw Hill. Global Marketing Management (2013), Warren J. Keegan, 8th ed. Global Marketing (2017), Svend Hollensen, 7th ed. Case Studies |
Course - Program Learning Outcome Relationship
| Course Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
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|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Program Outcomes | ||||||||||||||
| 1) Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | ||||||||||||||
| 1) Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | 1 | 2 | 2 | 1 | 2 | |||||||||
| 2) They have knowledge and skills about different functions and interactions of the enterprise. | 1 | 1 | 2 | 1 | 2 | |||||||||
| 3) They can use different theoretical approaches to understanding and solving various business problems. | 1 | 3 | 3 | 3 | 3 | |||||||||
| 4) Being aware of the needs of society, they use business knowledge to meet these needs. | 1 | 3 | 3 | 3 | 3 | |||||||||
| 5) They have knowledge depthly about current problems of Turkey and Global Business World’s | 1 | 3 | 3 | 3 | 3 | |||||||||
| 6) They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions. | 1 | 2 | 3 | 3 | 3 | |||||||||
| 7) They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively. | ||||||||||||||
| 8) They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language. | 3 | 3 | 3 | 3 | 3 | |||||||||
| 9) They can develops teamwork, negotiation, leadership and entrepreneurship skills. | 1 | 1 | 2 | 1 | 2 | |||||||||
| 10) They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law. | 3 | 1 | 1 | 1 | ||||||||||
| 11) They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning. | 1 | 1 | 2 | 2 | ||||||||||
| 12) They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms. | 3 | 3 | 3 | 3 | 3 | |||||||||
| 13) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. | ||||||||||||||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | |
| 1) | Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | 2 |
| 2) | They have knowledge and skills about different functions and interactions of the enterprise. | 1 |
| 3) | They can use different theoretical approaches to understanding and solving various business problems. | 3 |
| 4) | Being aware of the needs of society, they use business knowledge to meet these needs. | 3 |
| 5) | They have knowledge depthly about current problems of Turkey and Global Business World’s | 3 |
| 6) | They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions. | 3 |
| 7) | They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively. | |
| 8) | They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language. | 3 |
| 9) | They can develops teamwork, negotiation, leadership and entrepreneurship skills. | 1 |
| 10) | They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law. | 1 |
| 11) | They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning. | 1 |
| 12) | They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms. | 3 |
| 13) | They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Presentation | 1 | % 15 |
| Project | 1 | % 20 |
| Midterms | 1 | % 25 |
| Final | 1 | % 40 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| total | % 100 | |
Workload and ECTS Credit Calculation
| Activities | Number of Activities | Workload |
| Course Hours | 15 | 43 |
| Study Hours Out of Class | 11 | 11 |
| Presentations / Seminar | 1 | 6 |
| Project | 1 | 15 |
| Midterms | 1 | 20 |
| Final | 1 | 30 |
| Total Workload | 125 | |