| 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) |
1. Acquainting oneself with technologic developments which have effect on new media area.
2. Gaining the theoretical infrastructure controling the influence flow within social media, society and digital culture.
3. Implementing digital communication on productive and strategic projects by using the right applications.
4. Wining theoretical and factual infrastructure to use data which can reach the right information in an ethical way. |
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| 2) |
1.Designing, strategizing and managing related processes as an active actor of the new media at the center of all transformations and changes, especially production, marketing, journalism, social relations.
2.Being able to comprehend the interdisciplinary structure of the new media and the tendency to work with traditional media such as newspapers, radio and TV, and to produce interactive content in this direction.
3.Generating a new generation of news in the context of news gathering and writing transformations; to be a new media correspondent, editor or producer in newspapers, radio or TV institutions carrying publishing activities on the Internet and mobile media.
4.Designing, producing and implementing content for public and private organizations with disciplines as public relations, trade, advertising for effective reach to target audience, productivity and competitive advantage.
5. Solving the crisis based new media at the institutions and to produce parallel strategies to the new situation.
6.Portal management, learning and implementation of stages in web design areas. |
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| 3) |
1.Entrepreneurship that to be able to present thoughts and creativity in all new media platforms like web, newspaper, blog, e-commerce.
2.Informative, entertaining content production based on social existence, sharing and interaction in social media.
3.To be able to perform the profession as a team member and fulfill the responsibilities, while remaining committed to ethical values.
4.Paying attention to the fair representation of the views of all parties within the framework of accountability, equal approach to the parties and not misleading. |
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| 4) |
1. Comprehension of media literacy skills in the process of news gathering.
2. Learning how to effectively use and develop new media platforms.
3. Comprehension of conceptual connections between media and politics
4. To be able to understand and question the basic principles of mass communication and the place and importance of mass communication.
5. Developing a perspective of being able to analyze and tired of economic politics, social, political and cultural influences of mass communication. |
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| 5) |
1. communicating with digital agencies about new media projects in order to be a part of the solution.
2. Sharing the solution suggestions on communication area using qualitative and quantitative research.
3. Organizing and implementing projects and events for one'ssocial environment using the digital communication formats in a creative way. |
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| 6) |
1. Understanding the basic principles and doctrines of communication and foprming a point of view.
2. Understanding and evaluating theoritical approach on communication.
3. Comprehension of criticism on media theories.
4. In Turkey and in the world assessing industry 4.0 strategies, Making the analysis of the practices.
5. Solving possible crises in the institutions by evaluating all technological, political and economic developments that will affect the new media field and producing parallel strategies to the new situation |
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ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
