COURSE UNIT TITLE

: INTERNATIONAL MARKETING MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IBS 2001 INTERNATIONAL MARKETING MANAGEMENT COMPULSORY 3 0 0 5

Offered By

International Business and Trade

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ÖZGE ÖZGEN

Offered to

BUSINESS ADMINISTRATION
International Business and Trade
International Trade and Business (English)

Course Objective

The objective of this course is to expand undergraduate students' knowledge of international marketing. The course aims to provide students understanding of business and marketing policies, strategies and their implementations considering domestic and international marketing environments.

Learning Outcomes of the Course Unit

1   become aware of the importance of environmental factors on global markets to interpret the risks and vulnerabilities of companies involved in international markets
2   understand the basic components of marketing strategy and tactics and demonstrate an understanding of the major differences between national and international marketing planning
3   recognize those factors which distinguish the marketing mix for international markets as opposed to domestic markets
4   recognize the role of international market research in decision making and become aware of the set of analytical tools and techniques for understanding global markets to generate a strategic framework for developing international marketing programs and tactics
5   demonstrate that they identify international marketing problems and generate the strategies to solve them in order to learn how to respond to the challenges related to international marketing

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to Global Marketing
2 The Global Marketing Environment
3 Global Customers, Global Marketing Information Systems and Research
4 Market Orientation, Marketing Management, and the Marketing Planning Process; Corporate Marketing Planning
5 Situation Analysis : Market Analysis; Situation Analysis : Competitive Analysis
6 Analyzing and Targeting Global Marketing Opportunities & Case Discussion
7 Global Marketing Strategy & Case Discussion
8 Creating Global Marketing Programs Product & Pricing Decisions
9 Creating Global Marketing Programs Marketing Channels & Global Advertising Decisions
10 Creating Global Marketing Programs Global Marketing Communications Decisions, Public Relations, Sales Promotion, Personal Selling, Direct Marketing, Database Marketing, and the Internet
11 Project Presentation
12 Project Presentation

Recomended or Required Reading

Warren J. Keegan and Mark S. Green (2015), Global Marketing, Sixth Edition, New Jersey: Prentice Hall.

Planned Learning Activities and Teaching Methods

Lecture, discussions, audio-visuals, self study, group study.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MT Midterm
2 ASS Assignment
3 FCG FINAL COURSE GRADE MT * 0.40 + ASS * 0.60


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

Further Notes About Assessment Methods

None

Assessment Criteria

1. The learner will be fully prepared to discuss reading assignments and cases.
2. The learner will clearly describe the international marketing environment, concept of international market segmentation, and international marketing strategies and interpret the situations related to dynamics of international marketing in midterm exam.
3. The learner will analyze and interpret the international marketing problems which present in comprehensive case study and will discuss the solution of case with the classmates. In this process, students will be expected to follow the case study analysis methodology.

Language of Instruction

English

Course Policies and Rules

1. Plagiarism of any type will result in disciplinary action.
2. Attending at least 70 percent of lectures is mandatory.
3. All assignments should be submitted on time. Otherwise will not be accepted.

Contact Details for the Lecturer(s)

ozge.ozgen@deu.edu.tr
http://kisi.deu.edu.tr/ozge.ozgen

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Preparations before/after weekly lectures 0 0 0
Preparation for midterm exam 0 0 0
Preparations before/after weekly lectures 12 2 24
Preparation for midterm exam 1 15 15
Preparation for final exam 0 0 0
Preparing assignments 4 15 60
Midterm 1 1,5 2
Final 0 0 0
TOTAL WORKLOAD (hours) 137

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.1
LO.2
LO.3
LO.4
LO.5

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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