COURSE UNIT TITLE

: INTERNATIONAL MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
UAT 4035 INTERNATIONAL MARKETING COMPULSORY 3 0 0 4

Offered By

International Trade

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

DOCTOR FEYZA TEKINBAŞ ÖZKAYA

Offered to

International Trade

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   To become aware of the importance of environmental factors on global markets to interpret the risks and vulnerabilities of companies involved in international markets
2   To understand the basic components of marketing strategy and tactics and demonstrate an understanding of the major differences between national and international marketing planning
3   To recognize those factors which distinguish the marketing mix for international markets as opposed to domestic markets
4   To 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   To 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 and basic concepts
2 Brand and product decisions in global marketing
3 Case studies related with brand and product decisions in global marketing
4 Pricing decisions
5 Case studies related with pricing decisions
6 Global market entry strategies
7 Midterm exam - Global market entry strategies
8 Midterm exam - Global marketing channels and physical distribution
9 Global marketing channels and physical distribution
10 Case studies related with global global market entry strategies, marketing channels and physical distribution
11 Global marketing communications decisions
12 Case studies related with global marketing communications
13 Strategic elements of competitive advantage
14 Case studies related with competitive advantage
15 Final exam
16 Final exam

Recomended or Required Reading

Küresel Pazarlama- Global Marketing: Warren J. Keegan, Mark C. Green
Uluslararası Pazarlama Yönetimi, Mehmet Karafakıoğlu
Yeni Işim Dış Ticaret, Hakan Akın
Stratejik Küresel Pazarlama (2009) Ed: Necdet Timur, Alparslan Özmen

Planned Learning Activities and Teaching Methods

Lecture by instructor, class discussion conducted by instructor, problem solving or case studies, question and answer teaching method

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FIN FINAL EXAM
3 FCG FINAL COURSE GRADE MTE * 0.40 + FIN * 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.40 + RST * 0.60


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

Further Notes About Assessment Methods

None

Assessment Criteria

Skill in analysis, synthesis and critical thinking; skill in problem solving; skill in application via midterm and final exams

Language of Instruction

Turkish

Course Policies and Rules

The Regulation of Dokuz Eylul University on Education and Examination in Associate's and Bachelor's Degrees
The Codes of Practice of School of Applied Sciences on Education and Examination

Contact Details for the Lecturer(s)

feyza.tekinbas@deu.edu.tr

Office Hours

Lecture day, between the hours of 12:30-13:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Preparations before/after weekly lectures 12 3 36
Preparation for midterm exam 1 12 12
Preparation for final exam 1 12 12
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 100

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15PO.16
LO.15555555355455
LO.25555555355455
LO.35555555355455
LO.45555555355455
LO.55555555355455

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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