| Course Objectives: |
This course introduces students the importance of global marketing, management orientations, and forces affecting global integration and marketing. Students will become familiar with the global economic, social, cultural, political, legal and regulatory environments. They will learn the factors which are important for segmentation, targeting, positioning and global marketing mix strategies. Global information systems and market research, the digital revolution, and global e-commerce will be covered. Students will develop an understanding of the global competition, the strategic elements of competitive advantage, leadership, organization, and corporate social responsibility. |
| Course Content: |
Introduction to global marketing; global marketing environment; global information systems and market research; segmentation, targeting, and positioning; importing, exporting, and sourcing; global market entry strategies: licensing, investment, and strategic alliances; brand and product decisions in global marketing; pricing decisions; global marketing channels and physical distribution; global marketing communications decisions.
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| Week |
Subject |
Related Preparation |
| 1) |
• Identify the basic principles of marketing and define global marketing
• Discuss global marketing practices and strategies
• Discuss the growth of global market opportunities
• Describe the driving forces behind the increased pace of global integration
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| 2) |
• Summarize significant historical changes in the global economic environment
• Describe how economic measures of freedom help drive or hinder global business expansion and growth
• Describe the stages of market development
• Explain how global income distribution and population patters affect marketing decisions
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Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 3) |
• Describe how the political environment affects global marketing decisions
• Explain the significance of intellectual property rights, antitrust laws, and licensing agreements to global marketers
• Explain the roles of regulatory agencies and trade agreements in international trade
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Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 4) |
• Compare and contrast cultural classification methods
• Discuss methods for improving cultural understanding and perception
• Explain the significance of environmental sensitivity to global marketing
• Discuss cross-cultural complications and possible solutions
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Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 5) |
Define global, international and local markets
To explain the importance of customer value in international marketing strategy
International customers and consumers |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 6) |
midterm exam |
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| 7) |
To explain the components of international marketing information system
• Understand market information sources
• Explain the stages of the market research process
• Explain the stages of international market research |
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| 8) |
Explain international marketing tools to determine market segmentation, target audience and positioning strategies
• To explain the factors used in compartmentalizing international and global markets
• Explain the factors affecting the international product positioning strategy |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 9) |
• Explain the factors affecting the entry strategies to international markets
• Identify the elements to be used when determining export markets
• Define international market expansion strategies |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 10) |
• Explain factors that cause international competition
• Understand the differences between competition analysis in local and international markets
• Define strategic marketing tools in a competitive environment |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 11) |
• Explain the key factors that make up the product and positioning strategy
• understand strategic alternatives to international product positioning
• Define the main objectives and methods in international pricing strategies |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 12) |
• Define international distribution channels
• Explain the factors affecting the distribution channel strategy
• Understand the characteristics of distribution channels
• Define physical distribution channels and logistics tools |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 13) |
• Define international integrated marketing communications and understand the difference from advertising
• Explain the advantages and disadvantages of advertising standardization and adaptation
• Understand the tools used in international advertising campaigns and factors to consider when choosing an advertising agency |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 14) |
understand the organizational characteristics of successful companies
• To define different types of organizational structures
• To explain the factors affecting organization structure
• Ethics in International Markets |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 15) |
final exam |
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| |
Program Outcomes |
Level of Contribution |
| 1) |
Having advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field. |
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| 1) |
Graduates are capable of performing written and oral translation in at least one field of expertise, in accordance with the existing needs of professional life. |
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| 2) |
To be able to use advanced theoretical and applied knowledge in the field.
To be able to interpret and evaluate data, identify problems, analyze, and develop solutions based on research and evidence using advanced knowledge and skills in the field. |
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| 2) |
Graduates have multilingual communication skills adequate to produce written and oral translations in language categories A, B, and C (language levels according to the European Language Portfolio on a Global Scale; language A at C2 level, language B at B2 level, language/s C at B1 level). |
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| 3) |
To be able to conduct an advanced study related to the field independently.
To take responsibility individually and as a team member to solve unforeseen and complex problems encountered in applications related to the field.
To be able to plan and manage activities for the development of employees under their responsibility within the framework of a project. |
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| 3) |
Graduates become familiar with the intellectual and cultural traditions in the cultures speaking A, B, and C languages and obtain awareness about behaviors and attitudes specific to such cultures. |
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| 4) |
To be able to evaluate the advanced knowledge and skills in the field with a critical approach,
To be able to determine learning needs and direct learning.
To be able to develop a positive attitude towards lifelong learning. |
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| 4) |
Graduates analyze written and oral texts produced in A, B and C languages, and comment on and translate them into the language A or B. |
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| 5) |
To be able to inform the related people and institutions on the subjects related to the field; To be able to convey their thoughts and solution suggestions for problems verbally and in writing.
To be able to share their thoughts and solution suggestions on issues related to the field with the experts and non-experts by supporting them with quantitative and qualitative data.
To be able to organize and implement projects and activities for the social environment in which they live with a sense of social responsibility.
To be able to follow the information in the field and communicate with colleagues by using a foreign language at least at the European Language Portfolio B1 General Level.
To be able to use information and communication technologies with at least the European Computer Driving License Advanced Level computer software required by the field. |
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| 5) |
Graduates use the contemporary tools and techniques required for the practice of translation, as well as information and communication technologies together with computer hardware and software knowledge required by the field. |
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| 6) |
Graduates possess sufficient knowledge of theoretical and methodological approaches in translation studies to begin graduate studies in the field. |
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| 6) |
Acting in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results of the field.
Having sufficient awareness of the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety. |
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| 7) |
Graduates possess sufficient knowledge to evaluate issues related to the education of translators as well as to occupational organizing and ethics within the profession, and to propose, from a social and scientific perspective, solutions to such issues in the various fields in which the need for translation arises. |
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| 8) |
Graduates have the ability to perform disciplinary as well as inter-disciplinary team work. |
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ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
