FACULTY OF BUSINESS

Department of Business Administration

BA 406 | Course Introduction and Application Information

Course Name
International Marketing
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
BA 406
Fall/Spring
3
0
3
6

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery Blended
Teaching Methods and Techniques of the Course Discussion
Q&A
Lecture / Presentation
Course Coordinator
Course Lecturer(s)
Assistant(s)
Course Objectives To examine and interpret marketing concepts and theories in a global context; to analyze global markets; and to gain knowledge on global marketing environment and strategies in order to apply product, pricing, communication and promotion decisions within global marketing environment.
Learning Outcomes The students who succeeded in this course;
  • The students who succeeded in this course will be able to define global marketing
  • Explain global marketing environment
  • Discuss global market entry and expansion strategies
  • Describe global market segmentation, targeting and positioning
  • Evaluate global product, price, distribution and promotion strategies
Course Description 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 are the topics that will be covered in this course.

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction to Global Marketing Global Marketing (2012), Warren J. Keegan and Mark C. Green, 7th ed., Pearson.
2 Global Marketing Environment Global Marketing (2012), Warren J. Keegan and Mark C. Green, 7th ed., Pearson.
3 Introduction to Global Markets, Segmentation, Targeting and Positioning Global Marketing (2012), Warren J. Keegan and Mark C. Green, 7th ed., Pearson.
4 Import, Export and Strategies for Global Market Entry Global Marketing (2012), Warren J. Keegan and Mark C. Green, 7th ed., Pearson.
5 Brand, Product and Pricing Decisions in Global Marketing Global Marketing (2012), Warren J. Keegan and Mark C. Green, 7th ed., Pearson.
6 Global Marketing Channels and Distribution Global Marketing (2012), Warren J. Keegan and Mark C. Green, 7th ed., Pearson.
7 Midterm Exam
8 Presentations
9 Presentations
10 Presentations
11 Presentations
12 Presentations
13 Global Marketing Communication and the Digital Revolution Global Marketing (2012), Warren J. Keegan and Mark C. Green, 7th ed., Pearson.
14 Strategic Elements of Competitive Advantage, Leadership, Organization and Corporate Social Responsibility Global Marketing (2012), Warren J. Keegan and Mark C. Green, 7th ed., Pearson.
15 Review of the Semester
16 Final Exam

 

Course Notes/Textbooks

Global Marketing (2012), Warren J. Keegan and  Mark C. Green, 7th ed., Pearson. ISBN-13: 978-0132719155

Suggested Readings/Materials

Global Marketing Management (2013), Warren J. Keegan, 8th ed.  ISBN-13: 978-0136157397

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
1
10
Project
Seminar / Workshop
Oral Exams
Midterm
1
20
Final Exam
1
50
Total

Weighting of Semester Activities on the Final Grade
3
50
Weighting of End-of-Semester Activities on the Final Grade
1
50
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
0
Study Hours Out of Class
14
2
28
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
1
18
18
Presentation / Jury
1
18
18
Project
0
Seminar / Workshop
0
Oral Exam
0
Midterms
1
26
26
Final Exam
1
30
30
    Total
168

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to solve problems with an analytical and holistic viewpoint in the field of business administration.

2

To be able to present the findings and solutions to the business problems in written and oral formats.

3

To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels.

X
4

To be able to use innovative and creative approach for real-life business situations.

5

To be able to demonstrate leadership skills in different business situations.

6

To be able to interpret the reflections of new technologies and softwares to business dynamics.   

X
7

To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective.

X
8

To be able to act in accordance with the scientific and ethical values in studies related to business administration.

9

To be able to work efficiently and effectively as a team member.

X
10

To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions.

11

To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).

12

To be able to speak a second foreign at a medium level of fluency efficiently.

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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