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
UIB 2012 INTERNATIONAL MARKETING MANAGEMENT ELECTIVE 3 0 0 5

Offered By

BUSINESS ADMINISTRATION (UOLP-SUNY ALBANY)

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR BURCU ILTER

Offered to

BUSINESS ADMINISTRATION (UOLP-SUNY ALBANY)

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

UMR 2001 - PRINCIPLES OF MARKETING

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 (2011), 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 TRP TermPaper
3 PRS Presentation
4 FN Final
5 FCG FINAL COURSE GRADE MT * 0.30 + TRP * 0.30 +PRS * 0.10 + FN * 0.30
6 RST RESIT
7 FCGR FINAL COURSE GRADE (RESIT) MT * 0.30 +vTRP * 0.30 + PRS * 0.10 +RST * 0.30


*** 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 and final exams.
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.
4. The learner will present the international marketing plan of selected real international company. The written and oral presentation should fully meet the criteria of marketing research application and presentation techniques.

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 12 2 24
Preparation for midterm exam 1 10 10
Preparation for final exam 1 15 15
Preparing assignments 1 5 5
Preparing presentations 1 5 5
Field study 1 30 30
Midterm 1 1,5 2
Final 1 1,5 2
TOTAL WORKLOAD (hours) 129

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.1552
LO.255
LO.355
LO.43555
LO.55555

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

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