ISLT448 International MarketingIstanbul Okan UniversityDegree Programs Geomatic EngineeringGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Geomatic Engineering
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

General course introduction information

Course Code: ISLT448
Course Name: International Marketing
Course Semester: Spring
Course Credits:
Theoretical Practical Credit ECTS
3 0 3 6
Language of instruction: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: University Elective
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery: Face to face
Course Coordinator : Öğr.Gör. FÜSUN FESLİ
Course Lecturer(s): Dr.Öğr.Üyesi CEYDA OVACI
Assoc. Prof. EDİN GÜÇLÜ SÖZER
Öğr.Gör. FÜSUN FESLİ
Course Assistants:

Course Objective and Content

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.

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) • Identify the basic principles of global marketing and describe the economic, political, cultural and social environmental factors
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
1) • Understand the concepts of segmentation, targeting and positioning and their importance as global marketing tools
Competence to Work Independently and Take Responsibility
1) • Explain the standardisation/ adaptation debate and discuss the marketing mix elements in international marketing area.
2) • Discuss market entry strategies

Lesson Plan

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
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 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 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 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
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
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

Sources

Course Notes / Textbooks: Mehmet Karafakioğlu (2012). Uluslararası Pazarlama Yönetimi (Teori, Uygulama ve Örnek Olaylar), 9. Baskı, Beta Yayınları
References: Yok

Course-Program Learning Outcome Relationship

Learning Outcomes

1

2

3

4

Program Outcomes
1) Awareness of professional and ethical responsibility.
2) Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
3) Ability to communicate effectively i Turkish, both orally and in writing; knowledge of a minimum of one foreign language.
4) Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development.
5) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety isuues, and social and political issues according to the nature of the design.)
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to devise, select, and use modern techniques and tools needed for engineering practice; ability to employ information technologies effectively.
8) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
9) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.
10) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
11) Ability to design and conduct experiments, gather data, analyse and interpret results for investigating engineering problems.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Awareness of professional and ethical responsibility.
2) Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
3) Ability to communicate effectively i Turkish, both orally and in writing; knowledge of a minimum of one foreign language.
4) Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development.
5) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety isuues, and social and political issues according to the nature of the design.)
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to devise, select, and use modern techniques and tools needed for engineering practice; ability to employ information technologies effectively.
8) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
9) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.
10) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
11) Ability to design and conduct experiments, gather data, analyse and interpret results for investigating engineering problems.

Learning Activity and Teaching Methods

Expression
Brainstorming/ Six tihnking hats
Individual study and homework
Lesson
Group study and homework
Reading
Homework
Problem Solving
Case Study

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Individual Project
Group project
Presentation
Reporting
Bilgisayar Destekli Sunum

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Attendance 1 % 10
Midterms 1 % 40
Final 1 % 50
total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
total % 100

Workload and ECTS Credit Grading

Activities Number of Activities Workload
Course Hours 15 45
Study Hours Out of Class 13 89
Midterms 1 12
Final 1 14
Total Workload 160