COURSE UNIT TITLE

: GLOBAL MARKETING STRATEGIES

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MRK 4214 GLOBAL MARKETING STRATEGIES ELECTIVE 3 0 0 5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ILAYDA IPEK

Offered to

BUSINESS ADMINISTRATION

Course Objective

The course "Global Marketing Strategies" aims to provide a solid understanding of marketing at the global level. The essence of this course is to focus on the environmental circumstances in the global marketplace and the way international firms develop their marketing strategies depending upon these environmental conditions, in order to succeed in overseas markets. Additionally, this course raises awareness about the significance of international marketing management practices in capitalizing on opportunities in global markets.

Learning Outcomes of the Course Unit

1   After completing this course, the students are expected to have an understanding of basic concepts of global marketing,
2   The students are expected to able to analyze the influence of environmental forces (economic, social, cultural, political, legal, and regulatory) on international marketing mix decisions,
3   The students are expected to develop an appreciation for the importance of market research in an international setting,
4   The students are expected to be capable of formulating an international marketing strategy on the basis of the product, distribution, price, and promotion components,
5   The students are expected to be able to identify the strategic elements of competitive advantage in global marketing.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to Global Marketing Strategies
2 The Global Environment: The Economic Environment
3 The Global Environment: The Social and Cultural Environments
4 The Global Environment: The Political, Legal, and Regulatory Environments
5 Approaching Global Markets: Global Market Opportunity Assessment
6 Approaching Global Markets: Segmentation, Targeting, and Positioning
7 Approaching Global Markets: Market Entry Strategies
8 The International Marketing Mix: Product The International Marketing Mix: Distribution
9 The International Marketing Mix: Price
10 The International Marketing Mix: Promotion
11 Term Project Presentations
12 Term Project Presentations

Recomended or Required Reading

Cateora, P., Graham, J., and Gilly, M. (2020). International Marketing. 18th Edition. McGraw-Hill.
Hill, C.W.L. and Hult, G.T.M. (2019). International Business: Competing in the Global Marketplace. 12th Edition. McGraw-Hill.
Keegan, W.J. and Green, M.C. (2020). Global Marketing. 10th Edition. Pearson.
Terpstra, V., Foley, J., and Sarathy, R. (2016). International Marketing. 11th Edition. Naper Press.

Planned Learning Activities and Teaching Methods

Lecturing, group work, presentations, in-class discussions.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MT Midterm
2 TP TermProject
3 FN Final
4 FCG FINAL COURSE GRADE MT * 0.30 +TP * 0.30 + FN * 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MT * 0.30 +TP * 0.30 + RST * 0.40


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. Late submissions of written reports will not be accepted.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students must obey the time limits of their presentation.

Contact Details for the Lecturer(s)

Assoc. Prof. Ilayda IPEK
ilayda.gungor@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 10 3 30
Preparations before/after weekly lectures 10 1 10
Preparation for midterm exam 1 15 15
Preparation for final exam 1 25 25
Project Preparation 1 50 50
Preparing presentations 1 2 2
Final 1 1,5 2
Midterm 1 1,5 2
TOTAL WORKLOAD (hours) 136

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.155
LO.25545
LO.355
LO.45454
LO.555

CONTACT INFORMATION
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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