COURSE UNIT TITLE

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

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

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

Further Notes About Assessment Methods

None

Assessment Criteria

Introduction: Brief overview of the company, its main products, main target market, and exporting strategy (15 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

Export market analysis: Business environment analysis (Political and legal environments, economic environment, social and cultural environment, demographic environment, and technological environment) and competitive structure of the industry (Analysis of big competitors in the export country) (35 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

Marketing strategy & marketing mix decisions: Marketing strategy (segmentation strategy, target markets identification, and market positioning) and marketing mix decisions (product/service and branding strategy, place strategy, price strategy structure, and promotion strategy) (35 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

Conclusion: Presentation of concluding remarks about the term project (20 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

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

Contribution of Learning Outcomes to Programme Outcomes