Course Name : International Marketing

Degree: Bachelor

Code

Year/Semester

Local Credits

ECTS

Credits

Course Implementation, Hours/Week

Course

Tutorial

Laboratory

UIT423E

4/2

3

6

3

-

-

Department

International Management and Trade

Instructors

Ins. Hasan Hüseyin Erdoğan

Contact Information

herdogan@pirireis.edu.tr

Office Hours

Wednesday 10.30-11.15

Web page

www.pirireis.edu.tr

Course Type

Elective

Course Language

English

Course Prerequisites

  -

Course Category by Content, %

Basic Sciences

Engineering Science

Engineering Design

Humanities

10

90

Course Description

This course provides students with the acquired knowledge on international marketing. Their major outcome gained by this course will be the capability of conducting international marketing strategies.

Course Objectives

Instructing students about the following topics;

• International Marketing Concept
• International Marketing Environment
• International Market Research
• Segmentation, Targeting, and Positioning
• Importing, Exporting, and Sourcing
• Global Market Entry Strategies
• Global Marketing Mix

Course Learning Outcomes

Having accomplished this course, students will have a deeper understanding of the followings:

1. International Marketing Concept
2. International Marketing Environment
3. International Market Research
4. Segmentation, Targeting, and Positioning
5. Importing, Exporting, and Sourcing
6. Global Market Entry Strategies
7. Global Marketing Mix

Instructional Methods and Techniques

Instructor’s Notes, PowerPoint Presentations, Case Studies.

Tutorial Place

-

Co-term Condition

Textbook

Keegan and Green (2012). Global Marketing. Pearson: Boston.

Other References

Homework & Projects

At the last hour of each week, a case study will be realized.

Laboratory Work

Computer Use

Other Activities

Assessment Criteria

Activities

Quantity

Effects on Grading, %

Attendance

1

10

Midterm

1

30

Quiz

Homework

Term Paper/Project

Laboratory Work

Practices

Tutorial

Seminar

Presentation

Field Study

Case Study

12

15

Final Exam

1

45

TOTAL

100

Effects of Midterm on Grading, %

55

Effects of Final on Grading, %

45

TOTAL

100

ECTS/

WORKLOAD TABLE

Activities

Count

Hours

Total

Workload

Lecture

14

3

42

Midterm

1

40

40

Quiz

Homework

Term Paper/Project

Laboratory Work

Practices

Tutorial

Seminar

Presentation

Case Study

12

1

12

Field Study

Final Exam

1

60

60

Total Workload

124

Total Workload/25

154/25

Course ECTS Credits

6

Week

Topics

Course Outcomes

1

Course Introduction and Discussions about the Course Content

2

Introduction to International Marketing: The Concept and Contemporary Developments

I

3

International Marketing Environment: Economic and Trade

II

4

International Marketing Environment: Social and Cultural

II

5

International Marketing Environment: Political, Legal, and Regulatory

II

6

International Market Research

III

7

Segmentation, Targeting, and Positioning

IV

8

Midterm Exam

I-IV

9

Importing, Exporting, and Sourcing

V

10

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

VI

11

Global Marketing Mix: Product

VII

12

Global Marketing Mix: Price

VII

13

Global Marketing Mix: Place

VII

14

Global Marketing Mix: Promotion

VII

15

Final Exam

I-VII

Program Outcomes

Level of Contribution

1

2

3

a

To be able to benefit from the basic disciplines of international business and trade (economics, business, law) and to have fundamental knowledge of these disciplines.

X

b

To be able to evaluate and interpret data, concepts and ideas in the field of international business and trade with scientific methods.

X

c

To obtain the ability to analyze international economic and trade developments, identify problems, express opinions and present solutions to problems in the organization.

X

d

To be able to comprehend the necessity of international competition and the unique business practices of different countries.

X

e

To be fully aware of the requirements of international (consumer and industrial goods) markets and be able to develop and decide strategies in finance, management, production and marketing, especially in times of crisis affecting international business environment.

X

f

To be able to foresee the processes and results of the decisions to be taken and the projects to be implemented, to take into account the cause - effect relationships and to develop a strategic approach.

X

g

To be able to focus on continuous improvement, take responsibility and be innovative in the area.

X

h

To be able to have leadership and management competencies that a manager and entrepreneur should have working at the international level.

X

i

To be able to work in teams, make horizontal and vertical communication based on professional sharing and interaction with experts in other fields, as well as having the ability to make intercultural communication.

X

j

To be able to use information and communication technologies along with the computer software at the level required by the field.

k

To be able to use information systems and software used in international trade operations and data analysis in addition to using computers.

l

To have the knowledge of at least B2 level English within the scope of European Language Portfolio Independent User and to use these qualities in verbal and written communication.

m

To act in accordance with social, scientific, cultural and ethical values ​​and with the consciousness of social responsibility in various fields of international trade.

X

Course
Outcomes

I

II

III

IV

V

VI

VII

Programme Outcomes

a.

b.

c.

d.

e.

f. 

g.

h.

i.

j.

k.

l.

m.

Prepared by

Ins. Hasan Hüseyin Erdoğan

Date

Signature